#Japan #Kakegawa City #Kakegawa #Oikura #Market Enterprise

A New Era for Reuse in Kakegawa City: Collaboration with Market Enterprise

Kakegawa City, led by Mayor Takashi Kubota, has entered into an agreement with Market Enterprise, based in Tokyo, to initiate a reuse project aligned with the city's sustainable development goals. Starting July 15, 2026, the partnership aims to promote a resource-conscious community through the 'Oikura' platform, which encourages the reuse of unwanted items instead of discarding them. This initiative is part of Kakegawa's SDGs platform commitment to simultaneously realizing environmental sustainability and enhancing quality of life.

Background and Motivation

Kakegawa City is striving towards achieving carbon neutrality by 2050, and as part of its efforts, in April 2023, it established the “Diaper Recycling and Waste Reduction Promotion Council.” This council is focused on developing a society that does not depend solely on incineration and landfill solutions by promoting the 6R approach (Refuse, Reduce, Reuse, Repair, Recycle, and Recover). The city has already taken steps towards resource circulation by implementing collection boxes for reusable goods and collaborating with neighboring cities, but recognized the need to expand options for citizens regarding reuse activities.

Market Enterprise, a company focused on online reuse initiatives, shares a vision of fostering a sustainable society. By participating in diverse SDGs collaborations, including public-private sector partnerships for local revitalization, it aligns with Kakegawa City’s goals. This mutual understanding has facilitated the partnership allowing the utilization of the 'Oikura' platform to enhance reuse activities.

What is Oikura?

'Oikura' is a reuse platform managed by Market Enterprise that allows individuals wishing to sell unwanted items to request appraisals easily. Users can submit their items and receive multiple valuation offers from member reuse shops across the country, reducing the hassle of selling unwanted goods. As of February 2026, approximately 1.68 million people have benefited from the Oikura platform, which simplifies the selling process and increases opportunities for reuse.

The Role of Oikura in Kakegawa's Resource Circulation Efforts

In Kakegawa, citizens can self-deliver large items, such as furniture and appliances, to the Environmental Resource Gallery managed by the Kakegawa-Kikugawa Sanitation Facility Association, incurring a fee based on weight. However, many residents have expressed challenges, citing inability to transport items themselves or feeling that they are wasting functional items. With municipal services offering paid pickup by private contractors, there was a pronounced need for enhanced reuse options.

The Oikura service offers home visits for appraisals and item pickup, making it easier for residents to engage in reuse, especially for large or heavy items. Additionally, appliances eligible under the Home Appliance Recycling Law may also be accepted for purchase if they are still functional. Utilizing Oikura can enable same-day sale and transfer of unwanted items, contributing to efficient reuse without burdening the city's budget.

Future Directions

On July 15, 2026, at approximately 3:30 PM (subject to change), Kakegawa City's webpage will provide detailed information regarding Oikura, allowing residents to directly apply for collective appraisals of their unwanted items. This collaboration with Oikura is projected to enhance the second-hand market, reduce waste, and alleviate local waste processing volumes and costs.

As awareness of reuse as a more accessible option for citizens grows, more residents are likely to recognize the advantages of reusing instead of discarding goods. The partnership will not only address diverse disposal needs but also promote a mentality shift towards sustainability and resource conservation in the community.

Through this public-private initiative, Kakegawa City aspires to tackle both societal and economic challenges related to sustainable community building.

About Kakegawa City

Located in western Shizuoka Prefecture, Kakegawa City boasts excellent transportation links, including the Tōkaidō Shinkansen and the Tomei Expressway. With a rich cultural heritage, beautiful natural landscapes, and a manufacturing output exceeding one trillion yen, Kakegawa is genuinely a remarkable city. The local government actively works on reducing waste and food loss—efforts underlined by the upcoming enactment of the “Kakegawa City Carbon Neutral Promotion Ordinance” in April 2024. Notably, the city ranked second nationally in reducing waste among municipalities with populations between 100,000 and 500,000, maintaining a top three status for the past 15 years.

About Market Enterprise

Established in 2006, Market Enterprise focuses primarily on online reuse and various sectors, including telecommunications and information media. The company's vision is to become a 'optimization trading company' that encourages a sustainable society. It went public on the Tokyo Stock Exchange and now operates in the Standard market. The online reuse segment continues to grow, accumulating approximately 9.7 million users. The launch of the Oikura service in Kakegawa is part of a more extensive rollout, with 337 local governments across Japan already leveraging the platform.

For further information, visit Oikura and Market Enterprise.