#Japan #Oikura #Market Enterprise #Tokai Village

Collaboration for a Sustainable Future

In a notable move towards sustainability, Tokai Village in Ibaraki Prefecture, led by Mayor Yamada Shu, has formed a partnership with Market Enterprise, a leading company in Japan’s reuse business based in Tokyo. This collaboration, which officially begins on January 14, 2026, seeks to tackle community challenges through a structured reuse initiative using Market Enterprise's platform, Oikura. This initiative aims to decrease waste and establish a circular economy within the village.

Background and Motivation

Tokai Village has been actively engaged in promoting reuse through various measures, such as repairing and reselling small furniture and unused tableware discarded at local cleaning centers. However, the village faces challenges including an aging population which makes waste disposal difficult, as well as a need for heightened awareness and education on reuse activities among its residents. Recognizing these hurdles, Tokai Village sought to develop new initiatives related to reuse.

On the other side, Market Enterprise has carved a niche in the reuse business, focusing on creating an optimized commercial model for a sustainable society. Their participation in public-private partnerships, like the regional revitalization SDGs platform, has reinforced their commitment to sustainability. An alignment between Tokai Village’s desire to enhance reuse activities and Market Enterprise's mission led to the fruitful establishment of this collaboration utilizing Oikura.

What is Oikura?

Oikura is a reuse platform that allows individuals looking to sell unwanted items to easily request evaluations through a single inquiry, enabling them to receive offers from numerous participating reuse shops nationwide. This streamlined process has attracted users, with approximately 1.55 million people taking advantage of the service by June 2025. Oikura offers a convenient way for residents to manage their unwanted goods effectively, ensuring more items are reused rather than discarded.

Addressing Tokai Village's Needs

Currently, Tokai Village conducts paid bulky waste collection twice a month at designated collection points, but this requires residents to transport heavy items from their homes. The Oikura platform makes this process easier, offering home visit services that allow residents to sell large and heavy items without the hassle of moving them. Additionally, appliances that are still usable, such as refrigerators and washing machines, can potentially be purchased as per the recycling laws. Through Oikura, residents can arrange for evaluations and sell items promptly, sometimes even on the same day. This service will be free for residents, with no costs to the village itself.

What Lies Ahead

On January 14, 2026, information about Oikura will be published on Tokai Village's official website. This will enable residents to request bulk evaluations for disposing of their unwanted items directly. The partnership between Tokai Village and Oikura is expected to invigorate the secondary market, significantly reduce waste across the community, and cut down on municipal waste processing costs. As this initiative gains traction, it will foster a shift in the residents' mindset favoring reuse over disposal, thereby expanding the options for individuals needing to manage unwanted goods.

Discovering Tokai Village

Nestled approximately 15 kilometers northeast of Mito City, Tokai Village is bordered by the Pacific Ocean to the east and surrounded by neighboring municipalities. The village is characterized by its mild climate, abundant water resources, and greenery. It is a hub for advanced scientific research, hosting nuclear facilities, while also steeped in history with notable shrines, including the Daijingu and Muramatsuyama Kokuzou-do. Events such as the Oozora Marche have also contributed to the village's cultural richness.

About Market Enterprise

Market Enterprise has been at the forefront of Japan's reuse sector since its establishment in 2006. The company promotes multiple business avenues, notably within mobile communications and information media, blossoming into a sustainable optimization enterprise. Having transitioned into the Tokyo Stock Exchange Prime Market in April 2022, the firm has crafted a powerful reuse platform, Oikura, resulting in extensive operational growth. With the implementation of Oikura in Tokai Village, the number of municipalities using their services will rise to 296 across the country.

For more information about the Oikura platform, visit Oikura's website. To learn more about Market Enterprise, visit Market Enterprise's website.