Sukagawa City Partners with Market Enterprise to Enhance Reuse Initiatives by Launching 'Oikura'

Sukagawa City Initiates Collaboration with Market Enterprise

Sukagawa City in Fukushima Prefecture, headed by Mayor Masaki Otera, has formed a partnership with Market Enterprise, based in Chuo Ward, Tokyo, with the aim of addressing local community issues through a newly established reuse initiative. The collaboration will begin on November 21, 2025. Utilizing Market Enterprise's reuse platform, 'Oikura', the program seeks to create a system for reusing unwanted items, thereby promoting waste reduction and fostering a circular economy in Sukagawa City.

Background and Motivation

Sukagawa City has undertaken various initiatives aimed at achieving the Sustainable Development Goals (SDGs), including food drives. However, the city has faced challenges such as rising garbage disposal costs and the realization that many items discarded as waste could be reused. This led to the consideration of introducing reuse measures to raise public awareness and encourage reuse activities among citizens. Conversely, Market Enterprise, which has been actively engaged in the reuse sector, aims for a sustainable society through optimization in business practices and participates in various initiatives, including the 'Public-Private Partnership for Regional Revitalization SDGs' and the 'Musical Instruments Donation Hometown Tax' committee. Recognizing a shared goal of promoting a circular economy through reuse activities, the collaboration utilizing 'Oikura' was conceived.

What is 'Oikura'?

'Oikura' is a platform developed by Market Enterprise that facilitates the sale of unwanted items. Users can request assessments for their items through 'Oikura', and these requests are simultaneously sent to multiple affiliated reuse shops nationwide. Customers can then compare offers on price, timing, and collection methods, simplifying the selling process. With approximately 1.55 million users as of June 2025, the platform’s ease of use has garnered positive feedback.

Addressing Sukagawa City's Challenges through 'Oikura'

In Sukagawa City, bulky waste is currently collected through a monthly station collection and upon request. However, residents must transport large items outside their homes. 'Oikura' provides a solution by offering home visits for appraisals and pickups, allowing residents to sell large or heavy items easily. Additionally, appliances such as refrigerators and washing machines—regulated under Japan's Home Appliance Recycling Law—could also be sold if they are still functional, with potential for same-day transactions through 'Oikura'. Importantly, this initiative does not impose any fiscal burden on the city since residents will be directly utilizing the service.

Looking Ahead

Details about 'Oikura' will be published on Sukagawa City's website on November 21, 2025, at noon (please note the time may vary). Residents will then have the ability to apply for assessments for their unwanted items through the platform. This partnership with 'Oikura' is expected to enhance secondary market activities, leading to a significant reduction in waste across the city and thereby reducing municipal waste management costs. Furthermore, by simplifying the process of reusing unwanted items, residents will be more likely to recognize reuse as a viable alternative to disposal, thereby better meeting diverse disposal needs. This initiative is anticipated to foster a positive shift in public awareness about reuse, contributing to the formation of a circular economy.

About Sukagawa City

Sukagawa City is blessed with a rich natural environment and boasts excellent transportation connectivity, including the Tohoku Expressway, Route 4, and access to major rail lines. The city has developed as a ‘gateway city’ with robust exchanges of people, goods, and information, significantly fostering cultural development. Following its merger with two neighboring towns in April 2005, Sukagawa has focused on community development that utilizes the unique characteristics, history, traditions, and environmental resources of each area. As of September 30, 2025, the city has a population of 72,337 and encompasses an area of 279.43 square kilometers.

About Market Enterprise

Founded in 2006, Market Enterprise focuses on internet-based reuse businesses and other sectors, including mobile communication services. Since being listed on the Tokyo Stock Exchange Mothers in 2015 and transitioning to the First Section in 2021, the company has consistently expanded its services. Market Enterprise continues to grow through multiple initiatives, including 'Oikura', which currently serves 288 municipalities across Japan. With a cumulative user base reaching approximately 9.4 million, the company is dedicated to realizing a sustainable society through its optimized business strategies.

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