#Japan #Tottori #Oikura #Market Enterprise #Tottori City

Tottori City and Market Enterprise Join Forces for Waste Reduction

In a bid to tackle environmental challenges, Tottori City, led by Mayor Yoshihiko Fukazawa, has partnered with Market Enterprise, a Tokyo-based company, to initiate a reuse project starting September 24, 2025. The collaboration aims to reduce waste by leveraging the Oikura platform to support the efficient reuse of unwanted items within the community, thereby fostering a circular economy.

Background

Tottori City is facing rising waste disposal costs and recognizes that many items discarded by residents can be reused. In light of this, the city has been exploring new initiatives to promote awareness of reuse among its citizens. On the other hand, Market Enterprise has been engaged in reuse activities, aspiring to create a sustainable society. The company has participated in various public-private partnerships aimed at advancing the SDGs (Sustainable Development Goals) and has established a logistics center for its online reuse business, "Takaku Uru.com," in Tottori City. The discussions between Tottori City and Market Enterprise led to the mutual realization of the importance of promoting reuse practices to form a circular economy.

What is Oikura?

Oikura is an innovative reuse platform operated by Market Enterprise that simplifies the process of selling unwanted items. Users can request appraisals, and Oikura facilitates simultaneous assessments from various affiliated reuse shops nationwide. This streamlined process is popular among over 1.55 million users (as of June 2025), allowing them to compare prices quickly and efficiently. More information can be found on the Oikura website.

Addressing The Challenges of Tottori City

Tottori City currently facilitates the collection of large waste through paid individual collection and self-delivery services. However, residents expressed challenges in disposing of large items, particularly during significant life changes like moving. "Oikura" addresses these concerns by offering on-site pickup services, making it easier for citizens to sell large and heavy items. Even appliances that are subject to recycling fees under Japan's Home Appliance Recycling Law can be sold if they are still functional. In the best-case scenario, individuals can sell items on the same day they request an appraisal through Oikura. Moreover, this service incurs no cost for the city or its residents.

Future Prospects

On September 24, 2025, at 3:30 PM (subject to change), Tottori City's website will feature information about the Oikura service, including the ability for residents to request bulk appraisals for unwanted items directly. The collaboration is expected to enhance the secondary market and lead to significant waste reduction, ultimately decreasing the city's waste processing loads and costs.

The initiative also aims to improve awareness among residents of the ease of reusing items rather than discarding them. By offering a straightforward way to sell unwanted items, citizens will have more options available for responsibly managing their waste. This positive shift in mindset could contribute to the development of a more sustainable, circular society.

About Tottori City

Tottori City, which became the capital of Tottori Prefecture in 1889, has developed as a political, economic, and cultural hub in the eastern part of the San'in region. The city became Japan's first to reach a population of 200,000 after merging with six towns and two villages in 2004 and transitioned to a special city in 2005, and a core city in 2018. Characterized by its rich natural surroundings, including the Chiyogawa river and attractions like the Tottori Sand Dunes and Koyama Pond, Tottori City has become a recognized UNESCO Global Geopark.

Latest Population Statistics

As of July 31, 2025:

• - Population: 177,746
• - Households: 82,279
• - Area: 765.31 square kilometers

For more information, please visit the Tottori City website.

About Market Enterprise

Founded in 2006, Market Enterprise primarily focuses on online reuse and has broadened its business to include the media and mobile communication sectors. The company aims to optimize social systems for sustainability and has seen considerable growth, listing on the Tokyo Stock Exchange's Prime market in April 2022. With services extending to the export of used agricultural machinery globally, Market Enterprise has engaged about 9.4 million users across its platforms. Tottori City's implementation of Oikura marks the 274th municipality in Japan to adopt this services.

For additional information on Oikura, please refer to the Oikura municipal website and learn more about Market Enterprise at their corporate website.