#Japan #Nasu #Reuse Initiative #Nasu Town #MarketEnterprise

Nasu Town Teams Up with MarketEnterprise for Innovative Reuse Project

In a forward-thinking move, Nasu Town in Tochigi Prefecture has announced its collaboration with MarketEnterprise, a company based in Chuo Ward, Tokyo, to kickstart a reuse initiative aimed at addressing community challenges associated with waste disposal. The project will officially commence on September 16, 2026.

The Rationale Behind the Initiative

Nasu Town is experiencing an increase in elderly residents who find it challenging to manage waste disposal. Many discarded items contain reusable materials, highlighting the need for an awareness-raising strategy around reuse activities for the town's citizens. MarketEnterprise has consistently championed sustainable practices and has participated in various public-private partnerships focused on the Sustainable Development Goals (SDGs). This partnership will leverage MarketEnterprise's platform “Oikura” to facilitate the reuse of unwanted items, significantly reducing waste and contributing to a circular economy.

What is Oikura?

Oikura, developed by MarketEnterprise, is a platform that allows users to have their unwanted items appraised by multiple reuse shops across Japan with a single request. Users can easily compare offers for selling their items, which has attracted approximately 1.77 million users up to June 2026, demonstrating its effectiveness and ease of use. By streamlining the process, Oikura ensures that citizens can quickly and efficiently dispose of their unwanted items in a more sustainable manner.

Addressing Local Challenges Through Reuse

Currently, Nasu Town operates a bulky waste collection service, which requires residents to transport their large items outside their homes. Feedback from the community has indicated that many find it difficult to move these items to designated collection points. Oikura addresses this issue by offering home collection services, thereby making it easier for residents to sell larger items, including household appliances eligible for recycling. This service also allows for same-day evaluations and transactions, ensuring convenience for the residents.

Importantly, the initiative does not impose any financial burden on Nasu Town or its citizens, as the services are entirely free of cost for residents.

Future Developments

On September 16 at 1 PM, the official Nasu Town website will feature information on Oikura, enabling direct requests for bulk item appraisals. This collaboration is expected to invigorate the secondary market, reduce overall waste, and improve municipal waste management costs. By promoting the idea of “reuse” rather than disposal, the citizens of Nasu Town will have more options to manage unwanted items. This initiative anticipates a significant shift in community attitudes toward reuse, fostering a strong commitment to creating a circular economy.

About Nasu Town

Located at the northern tip of Tochigi Prefecture, Nasu Town is approximately 170 kilometers from Tokyo, sitting between Tokyo and Sendai. The town is surrounded by beautiful mountains, including the iconic Mount Chausu, and boasts numerous historical sites. The famous Nasu hot springs, rich in 1390 years of history, attract visitors from near and far, making it a notable tourist destination. Nasu is also home to a diverse agricultural landscape and cultural landmarks, contributing to its unique identity within the region.

MarketEnterprise Overview

MarketEnterprise Co., Ltd., established on July 7, 2006, is a leading provider of online reuse services and operates several related businesses. The company is listed on the Tokyo Stock Exchange under the stock code 3135 and is recognized for its commitment to promoting sustainable practices through innovative platforms like Oikura.

For more information, visit the Nasu Town Official Website and MarketEnterprise Website.