#Japan #Wakayama #Oikura #Market Enterprise #Wakayama City

Wakayama City Takes a Stand Against Waste

On June 11, 2025, Wakayama City, under the leadership of Mayor Masahiro Obana, announced a collaboration with Market Enterprise Co., Ltd., led by President Yasushi Kobayashi, to tackle local social issues through a new reuse initiative. This partnership leverages the Oikura platform operated by Market Enterprise, aiming to build a scheme that encourages the reuse of unwanted items instead of disposal. This innovative approach is targeted at significantly reducing waste and fostering a circular economy within Wakayama City.

Background of the Initiative

Wakayama City has wrestled with the challenge of decreasing the amount of garbage produced per person daily, identifying that many discarded items are reusable. This initiative aims to enhance local awareness about the importance of reuse among residents. Meanwhile, Market Enterprise has made strides in the reuse business, striving to create a sustainable society. Their vision is to act as a platform for public-private partnerships aimed at realizing SDGs (Sustainable Development Goals), participating in various initiatives, including the Regional Revitalization SDGs Public-Private Partnership Platform.

Recognizing an alignment of interests, Wakayama City reached out to Market Enterprise with a vision to foster a circular economy through enhanced reuse activities. Thus, the collaboration utilizing the Oikura platform came into fruition.

How Oikura Addresses Wakayama City’s Waste Challenge

Wakayama City currently offers free collection of bulky waste, but citizens still face the burden of transporting large and heavy items outside their homes. This has led to requests for assistance with removing items from residences. Oikura's service includes options for in-home pickup, making it easier for residents to sell larger items. Additionally, home appliances such as refrigerators and washing machines, which are subject to the Home Appliance Recycling Law, can also be sold if they are still functional. In many cases, the process allows for the sale and transfer of items on the same day a request is made through Oikura, providing a convenient solution for citizens without incurring any costs for the city.

Future Plans

At 3:30 PM on June 11, information about Oikura will be available on the Wakayama City website, allowing residents to submit assessments for unwanted items directly. This collaboration is expected to further invigorate the secondary market and contribute to waste reduction across the community. Notably, by promoting reuse instead of disposal, awareness among residents will shift positively towards more sustainable practices.

This public-private initiative aims to address issues from both social and economic perspectives, contributing to the formation of a circular society.

About Wakayama City

Wakayama City, located in the northwestern part of Wakayama Prefecture, is noted for its natural beauty, offering access to sea, mountains, and rivers within close proximity to urban life. With a population of approximately 351,317 (as of May 2025), it is the most populous city in Wakayama Prefecture, providing efficient transport links to Kansai International Airport and Osaka City within about an hour's journey.

The city also promotes waste reduction through its mascot, Ririkuru, designed to engage children in recycling efforts.

Website: Wakayama City

About Market Enterprise Co., Ltd.

Market Enterprise operates primarily in the internet-based reuse sector and has extended its services to media and mobile communications, all driven by a vision of optimizing for a sustainable society. Since its founding in 2006, it has grown substantially, moving from Japan's Mothers Index to the Prime Market by 2022. The platform Oikura has served approximately 940 million users collectively, while the introduction of Oikura's services in Wakayama City marks the expanding reach of its community partnerships.

Website: Market Enterprise