#Japan #Oikura #Market Enterprise #Mihama #Mihama Town

Mihama Town Launches Reuse Initiative with Market Enterprise

Mihama Town, located in Aichi Prefecture, is taking a significant step towards sustainability by initiating a collaboration with Market Enterprise, a leading company in the reuse business. Starting from April 1, 2026, the partnership aims to tackle local waste management issues through an innovative reuse program using the platform "Oikura". This initiative is essential for reducing waste and promoting a circular society within the town.

Background and Rationale for the Collaboration

The collaboration comes as a response to the growing concern regarding waste management in Mihama Town, particularly due to an aging population that makes waste disposal challenging for residents. Recognizing the necessity for increased awareness and implementation of reuse programs, Mihama Town officials sought out solutions. Meanwhile, Market Enterprise, which has positioned itself as a prominent player in the reuse sector, has been actively participating in initiatives for a sustainable society, such as the partnership in the "Regional Revitalization SDGs Public-Private Partnership Platform". Their vision aligns with Mihama Town's desire to promote a circular economy via reuse activities. Thus, the partnership was formed around the common objective of enhancing reuse activities.

Understanding "Oikura"

"Oikura" is an innovative reuse platform managed by Market Enterprise. Through this service, individuals wishing to sell their unwanted items can request assessments via the Oikura system. The platform submits these requests to numerous affiliated reuse shops across the country, allowing users to compare prices, collection methods, and customer reviews. This streamlined process has garnered popularity, with approximately 1.55 million users benefiting from its convenience as of June 2025.

For residents of Mihama, the service is particularly convenient, as it offers on-site assessments and even home pickup for larger or heavier items. This not only simplifies the selling process but also enables residents to discard large appliances, such as refrigerators and washing machines, that might still have value. By utilizing the "Oikura" service, residents can expect to complete transactions swiftly, often on the same day of request.

Looking Ahead: Future Developments

On April 1, 2026, the information regarding the "Oikura" service will be made accessible on Michama Town's official website, allowing residents to apply for bulk assessments of their unwanted items directly online. This collaboration is expected to further invigorate the secondary market and significantly reduce waste across the community. Additionally, it presents a cost-effective solution for the local government by decreasing both waste management volumes and associated expenses.

By increasing awareness and accessibility to a simple and efficient reuse method, residents will be encouraged to choose reuse over disposal, addressing the diverse needs for item disposal in the community. This initiative can also spark a cultural shift in how community members perceive and engage with reuse practices, promoting a more sustainable lifestyle.

About Mihama Town

Located on the southern tip of the Chita Peninsula in Aichi Prefecture, Mihama Town is characterized by its natural beauty, surrounded by Mikawa Bay to the east and Ise Bay to the west. The town offers sandy beaches along the coastline and engages in agriculture and fishing activities, thanks to its favorable climate. It is also steeped in history, with notable sites like the "Noma Daibo" related to historical figures and the iconic Noma Cape Lighthouse, celebrated as one of the oldest in the prefecture.

Since the opening of the Chubu Centrair International Airport in 2005, accessibility to the town has dramatically improved, reducing travel time for visitors from outside the region. The efficient transport infrastructure, alongside its enchanting natural scenery and rich history, makes Mihama an appealing destination.

As of January 31, 2026, the town has a population of approximately 20,185 residents, with ongoing efforts to create a vibrant community that values sustainability.

About Market Enterprise

Founded in 2006, Market Enterprise has established itself as a leading entity in the network-based reuse sector, with an overarching vision to create a sustainable society through optimized business practices. The company went public on the Tokyo Stock Exchange in June 2015 and has since expanded various services under its umbrella, including the popular "Oikura" platform and exporting used agricultural machinery to over 80 countries, amassing a cumulative user base of 9.4 million.

With 319 municipalities currently participating in the "Oikura" service, Market Enterprise continues to promote reuse opportunities while fostering community growth and environmental sustainability through innovative partnerships.