Ise City Collaborates with Market Enterprise for Recycling Initiative Ahead of Year-End Peak Demand

Ise City Partners with Market Enterprise for an Innovative Recycling Program

As the year approaches its end, the town of Ise, located in Mie Prefecture, Japan, is gearing up to tackle the increasing demand for recycling services. In collaboration with Market Enterprise, a leading firm in the reuse industry based in Tokyo, Ise City is launching a new recycling initiative aimed at reducing waste and creating a sustainable circular economy. The partnership will officially kick off on December 17, 2025.

Background and Reasons for Partnership

Ise City has taken steps toward sustainability in the past, including initiatives that promote the use of reusable items during community events. However, the rising costs of waste disposal and the realization that many unwanted items could be reused has prompted city officials to search for more effective recycling strategies. They are specifically interested in initiatives that could educate the public about reuse opportunities.

On the other hand, Market Enterprise has been steadfast in its mission to drive the reuse economy forward. The company operates with a vision of creating a sustainable society through optimized resource management. They have actively participated in various initiatives, such as the Public-Private Partnership for Local Revitalization towards SDGs and the committee for The Instrument Donation Hometown Tax.

By recognizing a shared goal of promoting a circular economy, both Ise City and Market Enterprise decided to collaborate, rolling out the Oikura reuse platform to facilitate these efforts.

What is Oikura?

Oikura, operated by Market Enterprise, is a comprehensive reuse platform that allows users to connect and sell unwanted items conveniently. When users request an evaluation of their items through Oikura, they send a request to several partnered reuse shops nationwide, enabling them to compare offers, timelines, payment methods, and reviews easily. This streamlined process has already attracted approximately 1.55 million users by mid-2025, simplifying the selling of unwanted items.

Addressing Ise City's Challenges

Ise City's waste management system includes paid door-to-door collection and annual community pickup events for bulky waste. However, in most cases, citizens must transport large items themselves to designated areas. Oikura offers a solution by providing an option for in-home pickup services, simplifying the selling process for heavy and bulky items. Moreover, household appliances like refrigerators and washing machines that fall under Japan's recycling regulations may also be eligible for purchase if they are still functional. By utilizing Oikura, citizens can complete sales as swiftly as the same day, significantly enhancing their experience.

The collaboration will not impose any financial burden on the city or its residents, as services will be covered through Oikura's operational framework.

Looking Forward

On December 17, at approximately 3:30 PM (subject to slight changes), Ise City's website will feature detailed information about Oikura, enabling direct applications for assessments on unwanted items. The partnership aims to further invigorate the secondary market, anticipating reductions in waste disposal volumes and costs for the municipality.

As Ise City works collaboratively with Oikura, it’s expected that the recognition of reuse alternatives will continue to grow among residents. This shift will promote a culture of reusing rather than discarding items, helping meet the evolving demands for responsible waste disposal.

Both the social and economic aspects of creating a circular economy will benefit from this public-private collaboration, advancing society's sustainability goals.

About Ise City

Nestled in the southeastern part of Mie Prefecture, Ise City enjoys a relatively mild climate and is blessed with beautiful landscapes featuring mountains and rivers. The city is also rich in cultural heritage and natural resources, making it a substantial destination within Japan's first national park, the Ise-Shima National Park. In addition to its historical significance, Ise is home to the revered Ise Grand Shrine, a sacred place for many and a symbol of Japan's spiritual heart.

- Population: Approximately 115,984 residents (as of September 2025)
- Households: 52,348 (as of September 2025)
- Area: 208.37 square kilometers (as of July 2021)
- Official Website: Ise City Official Site

About Market Enterprise

Since its establishment in 2006, Market Enterprise has expanded its operations in multiple sectors, including mobile communications and information media, with a firm commitment to promoting a sustainable society. The company has listed on the Tokyo Stock Exchange and has grown to serve over 9.4 million users in its various online reuse services. With the introduction of Oikura in Ise City, the initiative marks the 293rd local government to join this progressive reuse platform.