Hatoyama Town Collaborates with Market Enterprise for Reuse Initiatives

Hatoyama Town's New Reuse Initiative with Market Enterprise

In an innovative move towards sustainability, Hatoyama Town in Saitama Prefecture has announced a collaboration with Market Enterprise, a Tokyo-based company specializing in the reuse sector. The partnership aims to address local waste management challenges through a program leveraging the online reuse platform "Oikura." Set to launch on February 24, 2026, this initiative promotes the reuse of unwanted items to foster a circular economy and mitigate waste.

Background and Context

Facing a growing burden in waste disposal costs and the realization that many items tossed out by residents are in fact reusable, Hatoyama Town sought to implement measures encouraging its citizens to participate in reuse activities. Meanwhile, Market Enterprise has positioned itself as a frontrunner in the reuse business, advocating for the establishment of a sustainable society. Their vision encompasses participation in various public-private platforms aimed at SDGs (Sustainable Development Goals).

Hatoyama Town approached Market Enterprise, expressing a mutual desire to promote reuse initiatives. This alignment paved the way for the collaboration that utilizes the Oikura platform, enabling residents to easily assess and sell reusable household items instead of discarding them.

What is Oikura?

Oikura, operated by Market Enterprise, is an online platform that allows users to request evaluations for unwanted items. By submitting an inquiry, users can receive assessments from multiple participating reuse shops across the nation, comparing prices and methods of sale conveniently. With approximately 1.55 million users as of June 2025, Oikura provides a streamlined process for those looking to declutter while contributing to environmental sustainability.

Addressing Local Challenges

In Hatoyama Town, the Saitama Western Environmental Conservation Association manages waste disposal. Residents normally face challenges when disposing of large items, as they are required to transport them outside their homes for collection. The introduction of Oikura changes this dynamic—residents have the option for at-home evaluations and pickups, simplifying the process significantly. Additionally, appliances subject to recycling laws such as refrigerators and washing machines can be evaluated for purchase through Oikura, provided they remain functional. This offers residents the opportunity to sell items swiftly, sometimes even on the same day they make the request.

Crucially, residents incur no costs when taking advantage of Oikura's services, easing the economic burden associated with waste disposal.

Future Prospects

On February 24, 2026, by 1 PM, information regarding Oikura will be posted on Hatoyama Town's official website, allowing residents to begin requesting evaluations for their unwanted items. This partnership between Hatoyama Town and Oikura is expected to invigorate the secondary market, enhance the local reuse landscape, and significantly reduce municipal waste and disposal costs. As residents recognize the ease of selling items rather than discarding them, the initiative will broaden community awareness on sustainable choices, ultimately fostering a shift towards an environmentally conscious mindset.

Through this public and private collaboration, both sides aim to address the dual challenges of social and economic aspects related to creating a circular society.

Discovering Hatoyama Town

Nestled at the southern end of the Hiki Hills in central Saitama, Hatoyama Town offers rich historical significance and abundant nature. Located within a 50-kilometer radius of Tokyo, it shares borders with Tokiwa Town, Arashiyama Town, and several other municipalities. Historically significant since the Nara period, the area thrived as a production center for pottery and roof tiles. Over time, it evolved into a bustling post town along main roads and a timber redistribution point.

Rich in historical sites and cultural assets, Hatoyama is home to shrines like Kumai Muro Shrine and Izumi Shrine, preserving its traditions and festivals that still attract numerous visitors today. The natural landscape enchants tourists, featuring sights such as "Oshamoji Yama Park," beautiful in spring with cherry blossoms and azaleas, as well as "Ishizaka no Mori" and "Nōson Park" as serene retreats. Notably, Hatoyama houses the JAXA Earth Observation Center, serving as a hub for environmental monitoring.

Overall, Hatoyama Town beautifully blends historical richness with cutting-edge space science, making it a vibrant and unique community.

- Population: 12,510 (as of January 1, 2026)
- Households: 6,056
- Area: 25.73 square kilometers

Hatoyama Town Official Website

About Market Enterprise

Founded in 2006, Market Enterprise is a pioneering online reuse company, alongside ventures in mobile communications and media. Since its inception, it has remained committed to optimizing sustainable practices. Following its 2015 listing on the Tokyo Stock Market and subsequent elevation to the Prime Market in 2022, Market Enterprise continues to expand its reuse business, including the Oikura platform, reaching 9.4 million users overall. With the recent integration of Oikura services in Hatoyama, the network of participating municipalities has expanded to 303.