#Japan #Oikura #Market Enterprise #Kawai Town

Kawai Town Initiates Innovative Reuse Program with Market Enterprise

Kawai Town, located in the Nara Prefecture, has officially joined forces with Market Enterprise, a leading player in the reuse business, to tackle local waste management issues effectively. This partnership aims to launch a new reuse initiative, utilizing Market Enterprise's prominent reuse platform, 'Oikura', beginning March 17, 2026. The goal is to encourage the community to embrace reuse instead of disposal and to promote the development of a circular economy.

Background of the Collaboration

Kawai Town has been proactive in addressing sustainability through various projects, including the recycling of small electronic devices and the repurposing of used cooking oil. However, recent challenges, such as increasing waste output and disposal costs, have highlighted issues, particularly for elderly residents who may find it difficult to transport their waste. Many reusable items end up in the trash, making waste reduction an urgent community concern.

In response, Kawai Town has explored ways to enhance waste disposal methods and raise awareness about reuse initiatives among its residents. Meanwhile, Market Enterprise has been actively promoting sustainable practices and optimizing business solutions aimed at realizing a sustainable society. By participating in a public-private partnership focused on the SDGs (Sustainable Development Goals), the company has showcased its commitment to collaborating with local governments to enhance sustainability efforts.

This alignment of interests led to the decision to implement the 'Oikura' platform in Kawai Town, aiming to create a more effective system for reusing unwanted items. This initiative has the dual purpose of alleviating the community's waste management challenges while promoting environmental sustainability.

Understanding 'Oikura'

The 'Oikura' platform, operated by Market Enterprise, provides a convenient way for individuals to sell unwanted items. Users can request evaluations of their items, receiving assessments from numerous participating reuse shops across the country. This service allows sellers to compare prices, collection methods, and reviews, facilitating an effortless selling process. With approximately 1.55 million users to date, 'Oikura' has garnered widespread popularity due to its ease of use.

Addressing Specific Challenges in Kawai Town

In Kawai Town, large waste items typically require residents to transport them to designated collection points, a cumbersome task especially for heavier items. Fortunately, 'Oikura' offers a home collection service, enabling residents to arrange for pickups without the hassle of transporting their items themselves. Additionally, items like refrigerators and washing machines, which fall under Japan's home appliance recycling law, can also be evaluated for potential resale as long as they are functional. With 'Oikura', users can expect quick results, including same-day sales and exchanges.

Importantly, the service provided to the residents comes at no cost to the town, ensuring a win-win situation for all parties involved.

Looking Ahead

On March 17 at 3:30 PM JST, Kawai Town will publish detailed information about 'Oikura' on its official website, allowing residents to begin their journey into hassle-free item evaluation and sales. The collaboration between Kawai Town and 'Oikura' is expected to boost secondary market activities and contribute to the overall goal of implementing a circular society, reducing waste disposal rates and associated costs for local governments.

As awareness grows around the ease of reusing items instead of disposing of them, residents will be presented with more options for sustainable waste management. This initiative aims to reshape the community's perception surrounding reuse and further promote the formation of a circular economy, ultimately addressing both social and economic challenges associated with waste management.

About Kawai Town

Kawai Town, nestled in the western area of the Nara Basin, is surrounded by the gentle slopes of the Bami Hills. Its recorded history dates back around 15,000 years, showcasing archaeological evidence from the Paleolithic era to the present day. The town flourished particularly during the Edo period due to the development of river transportation. It has since evolved into an efficient agricultural community recognized for its remarkable fruit cultivation and irrigation systems.

Today, with major infrastructures like the Nishi-Meihan Expressway and local train lines, Kawai Town stands as a crucial hub connecting the Kansai region to urban centers such as Osaka and Nagoya. It harmoniously combines historical preservation with modern residential development, appealing to those seeking proximity to city life while enjoying natural surroundings.

Population: 16,309 (as of February 28, 2026)
Households: 7,895 (as of February 28, 2026)
Area: 8.23 square kilometers (as of February 28, 2026)

About Market Enterprise

Founded in 2006, Market Enterprise has focused on online reuse businesses and has diversified its operations, including mobile communication and media management. With a vision to achieve a sustainable society, the company went public on the Tokyo Stock Exchange's Mother’s Market in June 2015 and has since transitioned to the Standard Market.

The company continues to expand its online reuse service offerings, which include 'High Price Selling.com', the 'Oikura' platform, and the export of used agricultural machinery to over 80 countries. Reuse service users have reached an impressive 9.4 million, and the deployment of the 'Oikura' service across various municipalities in Japan continues to grow, currently affecting 311 local governments.

Website for 'Oikura' Municipality Services: Oikura Municipal
Website for Market Enterprise: Market Enterprise