#Japan #Oikura #Market Enterprise #Taiwa Town

Taiwa Town Partners with Market Enterprise for Eco-Friendly Reuse Initiative

Taiwa Town, located in Miyagi Prefecture, has recently entered into a collaborative agreement with Market Enterprise, a company based in Chuo, Tokyo, focused on sustainable reuse practices. This partnership aims to address pressing local issues related to waste management and promote a circular economy by implementing the reuse platform "Oikura". Starting from September 29, 2025, residents will have the opportunity to sell their unwanted items without discarding them, contributing significantly to reducing waste volumes within the town.

Background and Motivation

Taiwa Town has been grappling with the increasing costs associated with waste management and simultaneously recognizes that many items disposed of as waste could potentially be reused. Given these challenges, local authorities have sought innovative initiatives to raise awareness and promote reuse among its residents. Meanwhile, Market Enterprise has been actively advancing its vision of creating a sustainable society through various initiatives, including participation in public-private partnerships for SDGs (Sustainable Development Goals) and community-focused programs. This collaborative venture arose from a mutual desire to enhance reuse activities within Taiwa Town, facilitated by the usage of the Oikura platform.

What is Oikura?

Oikura is a reuse platform managed by Market Enterprise. It allows individuals looking to sell unwanted items to request assessments collectively from various participating reuse shops across Japan. This streamlined process enables users to compare purchase prices in one go, making it a convenient choice. To date, approximately 1.55 million users have benefited from Oikura's services, showcasing its popularity and effectiveness.

Website: Oikura

Addressing Taiwa Town’s Challenges

Currently, Taiwa Town conducts semi-annual waste collection at designated sites, with residents responsible for transporting bulky items to their disposal location, which can be cumbersome. The Oikura service offers a convenient solution by providing home visit assessments, thereby alleviating the burden of moving heavy items for residents. Additionally, appliances such as refrigerators and washing machines, which are typically not collected by the town, can potentially be sold if they are still functional. With Oikura, transactions can even be completed on the same day as the assessment request, enhancing the fluidity of the sale process. Importantly, this service incurs no financial burden on the town or its residents.

Future Outlook

On September 29, 2025, Taiwa Town will feature Oikura's details on its official website, allowing for straightforward applications for collective assessments of unwanted items. This initiative is anticipated to invigorate the secondhand market significantly and contribute to the broader goal of establishing a circular economy, while simultaneously reducing the costs and volume associated with municipal waste management. As residents become more aware of the ease and benefits of reusing rather than discarding items, the acceptance of reuse strategies will likely grow. This partnership exemplifies a holistic approach to solving both societal and economic challenges related to waste and resource management, fostering a communal culture of sustainability.

About Taiwa Town

Taiwa Town is situated approximately 20 kilometers north of Sendai City, shaped like a butterfly with its unique geography. It is home to rich natural beauty, featuring attractions like the Nanatsumori mountains and the pleasant rural landscape along the Yoshida River. The town's history is reflected in its preserved sites, including those from the Edo period. With a population of 27,901 as of August 31, 2025, Taiwa Town continues to thrive, maintaining its cultural heritage and a commitment to sustainable practices.

Website: Taiwa Town

About Market Enterprise

Market Enterprise is a dynamic company specializing in network-based reuse businesses and has expanded into media and mobile communication services. Established in 2006, the company has grown significantly and lists on the Tokyo Stock Exchange's Prime Market as of 2022. Its reuse initiatives have reached nearly 9.4 million users, alongside the implementation of the Oikura service across 278 municipalities nationwide, emphasizing the commitment of Market Enterprise to fostering sustainable community practices.

Market Enterprise Website: Market Enterprise