Okayama Niimi City Begins Collaboration with Oikura for Reuse Initiatives

Okayama Niimi City Launches Reuse Initiative with Oikura

On May 27, 2026, Okayama Prefecture’s Niimi City will officially collaborate with Market Enterprise Co., Ltd. to kickstart a reuse initiative aimed at addressing local issues through sustainable waste management. Utilizing Market Enterprise’s well-established reuse platform, Oikura, the partnership aims to cut down on waste and foster a circular economy within the community.

Understanding the Background

Niimi City has been facing challenges such as increasing waste disposal costs and a growing elderly population, making it more difficult for residents to manage bulky waste items. Many items discarded as waste are reusable, highlighting a significant opportunity for a community-based reuse campaign. On the other hand, Market Enterprise has been actively promoting sustainable practices under its vision of realizing a sustainable society. Their involvement in partnerships like the Sustainable Development Goals (SDGs) public-private collaboration platform and efforts in community projects showcase their commitment to tackling social issues through reuse initiatives.

With both parties identifying a common interest in promoting reuse and sustainability, the collaboration through Oikura has come to fruition, marking a significant milestone for Niimi City.

What is Oikura?

Oikura is an innovative reuse platform managed by Market Enterprise, designed to facilitate the resale of unwanted items easily. When a user wants to sell an item, they can request a valuation through Oikura, which automatically sends this request to affiliated reuse shops across Japan. Users can compare prices, collection methods, and customer reviews before deciding. This streamlined process has garnered the attention of approximately 1.68 million users as of February 2026, making it a preferred choice for easy selling.

Niimi City's Waste Challenges and Oikura's Solutions

Niimi City currently operates a fee-based collection service for bulky waste via pre-registration. Unfortunately, residents must transport large or heavy items outside their homes, which can be quite taxing. Oikura offers a solution by providing on-site valuation services. If needed, representatives can visit the residence to assist in taking away items, making it easy for residents to sell large appliances or heavy goods. In addition, appliances such as refrigerators and washing machines can also be considered for purchase if they are still functional, allowing for maximum reuse potential.

By accessing Oikura, citizens can realize convenient and prompt sales, with some transactions being completed within the same day. Notably, the city incurs no financial burden for residents using this service.

Future Plans

Information about Oikura will be published on Niimi City’s official website on May 27 at 3:30 PM, allowing residents to submit single-item valuation requests directly. This collaboration is anticipated to invigorate second-hand markets further, contributing to waste reduction and circular economy realization while also cutting municipal waste processing costs. Moreover, as ease of use in this service becomes recognized, the community will have increased options to choose reuse over waste disposal, adapting better to diverse disposal needs.

As residents’ awareness of reuse grows, this collaboration aims to shift perceptions and promote sustainable practices within the community. Both parties aim to tackle economic and social challenges altogether through this public-private partnership that focuses on creating a more resilient and sustainable society.

About Niimi City

Located at the northwest edge of Okayama Prefecture, Niimi City is situated along the Takahashi River's headwaters, bordered by the cities of Mabi and Takahashi, as well as the Hino District of Tottori Prefecture and Shobara City in Hiroshima Prefecture. The region features unique geography characterized by karst plateau landscapes and is renowned for its mystical limestone caves, such as Ikura-do and Manki-do. Historically significant, Niimi thrived as a manor during the medieval period, serving as a critical junction for transportation between the eastern and western sides of Japan. Today, it remains vital with railway lines like the JR Bihoku, Hime-Shin, and Geibi lines converging at Niimi Station, along with a key interchange for the Chugoku Expressway. The region supports a robust economy through local industries like high-quality limestone mining, traditional tatara iron manufacturing, and the production of the esteemed Chiya beef, known for its premium quality.

Currently, Niimi boasts a population of 24,866 residents as of March 31, 2026, across 12,194 households, covering an area of 793.29 square kilometers. The community continues to thrive as a distinguished mid-mountain city that balances its natural beauty and historical value.

About Market Enterprise

Market Enterprise stands at the forefront of online reuse, leveraging its platform to drive sustainable practices since its establishment in 2006. With a successful IPO on the Tokyo Stock Exchange’s Standard Market in June 2015, the company has expanded significantly. It operates various businesses, including mobile communication and information media, while reaching over 9.4 million users in its reuse initiatives. The integration of Oikura services in Niimi helps elevate the number of municipalities utilizing its platform to 327 across Japan.
Learn more about Oikura for local governments here. To find out more about Market Enterprise, visit their website here.