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Kanonji City and Market Enterprise: A New Era in Reuse Initiatives

Kanonji City in Kagawa Prefecture, led by Mayor Akihiro Saeki, has officially commenced a collaboration with Market Enterprise, a prominent Tokyo-based company. This partnership aims to tackle local challenges related to waste management by integrating a reuse initiative through Market Enterprise's platform, 'Oikura.' Effective January 28, 2026, this initiative will facilitate the reuse of unwanted items, promoting waste reduction and contributing to the emergence of a circular economy within the city.

The Need for Change

In recent years, Kanonji City has faced increasing costs related to waste disposal. Additionally, it has recognized that many items discarded as garbage still possess value for reuse. To address these issues, the city was exploring new strategies to raise awareness and promote reuse activities among its citizens. Simultaneously, Market Enterprise has been expanding its focus on reuse businesses, prioritizing sustainability and taking part in various local and national initiatives, including the 'SDGs Public-Private Partnership Platform.' This context created a ripe opportunity for collaboration between Kanonji City and Market Enterprise.

What is Oikura?

'Oikura' is a unique platform operated by Market Enterprise designed to streamline the reuse process for unwanted goods. Users can request appraisals, allowing items to be evaluated by registered reuse shops across Japan. This system enables individuals to compare the purchase prices, methods, and reviews of various shops, making it an attractive option for those looking to sell unwanted items. To date, approximately 1.55 million individuals have utilized this platform, highlighting its popularity.

Addressing Local Challenges

Kanonji City has previously employed a paid self-collection system for oversized waste, which requires residents to transport heavy items to designated locations. Under the new partnership with 'Oikura,' residents can arrange for items to be picked up directly from their homes, including large appliances that are still functional, such as refrigerators and washing machines. This added convenience means that citizens will save time and effort while ensuring that reusable items do not end up in landfills. Furthermore, the service does not impose any financial burden on the city, ensuring that both residents and local government can benefit from this streamlined solution.

Looking Ahead

Information about the 'Oikura' service will be available on Kanonji City's official website starting January 28, 2026, enabling residents to directly compare appraisals for their unwanted items. This initiative is expected to further invigorate the secondary market, leading to reduced waste disposal volume and associated costs for the municipality. Moreover, as awareness of this straightforward reuse option grows, citizens will increasingly recognize the benefits of reusing items over discarding them, accommodating diverse needs for unwanted item disposal.

The partnership represents a progressive step towards fostering awareness of reuse practices, encouraging a cultural shift among the populace regarding waste management. Ultimately, Kanonji City and Market Enterprise aim to address both social and economic challenges associated with waste reduction and the formation of a sustainable society through this collaborative venture.

About Kanonji City

Kanonji is located in the southwestern part of Kagawa Prefecture, facing the tranquil Hiuchinada sea of the Seto Inland Sea. It is well-connected with major roadways and rail lines, including the JR Kanonji Station, which provides access to larger cities such as Takamatsu, Okayama, and Matsuyama within about an hour. Known for its historical and cultural significance, Kanonji City is home to landmarks such as the Kanonji Park and its unique sand illustrations, which dates back to 1633 and symbolizes prosperity and health.

As of January 1, 2026, Kanonji has a population of approximately 55,543 residents and covers an area of 117.83 square kilometers.

About Market Enterprise

Founded in 2006, Market Enterprise has grown continually, focusing on reuse and sustainable practices. The company has transitioned from being listed on the Tokyo Stock Exchange's Mothers market to the Prime market, reflecting its expansion and success in various ventures, including mobile communication and information media. The 'Oikura' platform and other initiatives have collectively reached over 9.4 million users and now serve 298 municipalities across Japan.

Visit the Market Enterprise website for more information.