Kawagoe City Partners with Market Enterprise to Promote a Circular Economy

Kawagoe City and Market Enterprise Sign Reuse Agreement

On October 6, 2025, Kawagoe City, under Mayor Hatsue Morita, entered into a collaborative agreement with Market Enterprise, headquartered in Chuo City, Tokyo, led by President Yasushi Kobayashi. This partnership is designed to address community issues and foster the development of a circular economy based on reuse. The initiative will utilize the reuse platform 'Oikura' to facilitate public-private collaboration for creating a sustainable society.

Background and Development

Kawagoe City has been promoting various reuse activities, such as distributing refurbished furniture and bicycles, as well as second-hand clothing, household goods, and tableware. However, the city has faced challenges, including rising waste disposal costs and a need for greater awareness of these reuse efforts among citizens. In search of innovative reuse strategies, the city found an ally in Market Enterprise. The company, which focuses on reuse and network-based business models, has actively participated in initiatives aimed at achieving the Sustainable Development Goals (SDGs), such as joining the 'Local Revitalization SDGs Public-Private Partnership Platform'. Additionally, Market Enterprise has been involved in a program for donating musical instruments to schools, a project that Kawagoe City has also participated in. Recognizing the mutual needs for promoting reuse activities, the two parties collaborated to bring the 'Oikura' initiative to fruition.

What is 'Oikura'?

'Oikura' is a reuse platform operated by Market Enterprise that allows users to request evaluations of unwanted items. Users can submit a single request, which is then evaluated by multiple certified reuse shops across the country. This feature of comparing purchase prices through a unified request has gained popularity, with approximately 1.55 million individuals using the service as of the end of June 2025. More information can be found on their website: Oikura.

Collaboration Agreement Details

The agreement outlines several collaborative initiatives, including:

- Promoting activities to foster a circular economy
- Raising awareness about environmental conservation related to the circular economy
- Promoting joint efforts in creating a circular economy and environmental protection
- Other activities beneficial to the objectives of this agreement, as mutually agreed by Kawagoe City and Market Enterprise.

Future Outlook

As of October 6, 2025, at 1 PM (subject to change), Kawagoe's official website will publish information related to 'Oikura', allowing residents to make direct requests for bulk evaluations of their unwanted items. 'Oikura' offers home visit services for large items and heavy goods, making it easier for residents to sell their unwanted possessions. Furthermore, appliances that fall under the Home Appliance Recycling Act, such as refrigerators and washing machines, can potentially be sold if still usable, even though they cannot be collected by the city. Users could see their items sold on the same day they request an evaluation through 'Oikura'. Importantly, there will be no cost burden on the city for its residents utilizing this service. This partnership is expected to enhance the secondary market for unwanted goods, subsequently reducing the amount of waste handled by the municipal government and its associated costs. As residents become more aware of the option to reuse rather than dispose of items, the initiative aims to meet diverse needs regarding unwanted item disposal. Additionally, the project is anticipated to change residents' consciousness about reuse, promoting the development of a circular economy. This collaborative effort will tackle both social and economic issues as it contributes to local revitalization and the formation of a sustainable society.

Market Enterprise plans to continue expanding its public-private partnerships for reuse and waste reduction, thereby supporting local revitalization efforts.

Relevant Information

- Kawagoe City Website: Kawagoe Waste Management

Official Statements

Mayor, Hatsue Morita, Kawagoe City

“I am delighted that we have established this collaborative agreement regarding reuse initiatives. Although the concept of reuse is becoming more widely recognized, there has been a search for more accessible means of action. I hope this agreement connects valuable items to necessary recipients and fosters a change in our community's perspective on reuse, ultimately leading to reduced waste generation.”

President, Yasushi Kobayashi, Market Enterprise

“As a native of Kawagoe, I am thrilled about this collaboration. We have worked together with Kawagoe City on the 'Musical Instrument Donation for Local Contribution Tax' initiative. 'Oikura' has partnered with over 280 municipalities, and waste reduction is a pressing issue across all regions. This collaboration will enhance the accessibility of reuse options for residents of Kawagoe.”

About Market Enterprise

Market Enterprise is a company that primarily specializes in online reuse operations, along with engaging in media and mobile telecommunications services. It has embraced the vision of being the 'optimization trading company for achieving a sustainable society', and has continued its growth since its establishment in 2006. The firm went public on the TSE Mothers in June 2015 and transitioned to the first section of the TSE in February 2021, ultimately listing on the Prime Market in April 2022. Its online reuse initiatives, including 'Takaku Ureru Dot Com' and the 'Oikura' platform, have extended its reach with customers across over 80 countries, surpassing 9.4 million service users. With the latest addition of the 'Oikura' service in Kawagoe, the number of municipalities adopting this platform has reached 281.