Asaka City Collaborates with Oikura for Effective Reuse Initiative

Asaka City Partners with Market Enterprise for Reuse Business

In a significant initiative aimed at promoting sustainable practices, Asaka City, led by Mayor Masayo Matsushita, has entered into a partnership with Market Enterprise, a company based in Chuo Ward, Tokyo. This collaboration is set to roll out on February 25, 2026, and focuses on establishing a reuse business to address local community challenges.

Market Enterprise operates the popular reuse platform Oikura, which helps residents sell unwanted items rather than throwing them away. This initiative aligns with Asaka City's goal of reducing waste and advancing towards a circular economy.

Background and Development

Asaka City has previously engaged in various sustainability efforts, such as selling recycled furniture through its Recycling Plaza. However, the city faced increasing costs related to waste management and challenges in educating residents about reuse activities. Recognizing the need for improved reuse strategies, the city explored potential partnerships that could enhance local recycling efforts.

On the other hand, Market Enterprise has established itself as a leader in the online reuse sector. With the vision of becoming an optimal trading company for a sustainable society, it has actively participated in initiatives promoting SDGs (Sustainable Development Goals) and formed public-private partnerships including the Local Revitalization SDGs Platform and the Musical Instrument Donation Furusato Tax Committee.

It was through these shared goals that the partnership was formed. Market Enterprise approached Asaka City, expressing a desire to promote reuse activities to foster a circular society. Thus, the Oikura platform became the foundation for this collaboration.

What is Oikura?

Oikura is a reuse platform developed by Market Enterprise that allows individuals looking to sell unwanted items to request evaluations seamlessly. Users can make a single request for multiple evaluations from participating reuse shops across the country, facilitating comparisons of purchase prices, sales dates, methods, and reviews. This convenience has garnered praise, attracting approximately 1.55 million users as of the end of June 2025.

For more information, visit the Oikura website: Oikura

Addressing Asaka City's Challenges through Oikura

Asaka City currently provides a fee-based collection service for bulky waste through pre-requested home pickups and self-delivery to its clean center. However, delays in collection times have been prevalent, and residents often expressed desires for assistance with moving bulky or heavy items from their homes.

Oikura offers a solution by enabling on-site pickups, making it convenient for residents to sell large and heavy items without hassle. This includes items that fall under the Home Appliance Recycling Act, provided they are still usable. The Oikura platform allows for same-day service in some cases, facilitating quick sales and deliveries of unwanted goods. Notably, residents will benefit from these services without any additional costs for the city.

Looking Ahead

On February 25, at 3:30 PM (the public release time may vary), Asaka City will publish Oikura information on its official website, allowing residents to directly apply for bulk item assessments. This collaboration is expected to stimulate secondary markets, further advance the circular economy, and contribute to the reduction of municipal waste and processing costs. As citizens recognize the ease of selling unwanted items, the initiative promotes the awareness and acceptance of reuse, diverging from disposal practices.

Additionally, this partnership fosters a shift in community attitudes towards reuse, steering towards a more circular economy. The aim is to tackle both the societal and economic aspects of challenges that hinder the formation of a sustainable society.

About Asaka City

Located in the southwestern part of Saitama Prefecture, Asaka City sits east of the Musashino Plateau. It borders Tokyo's Nerima Ward to the south, Shiki City to the north, Wakoshi City to the east, and Niiza City to the west, with the Arakawa River separating it from Saitama City and Toda City. The city features four rivers: Arakawa, Shin-kawaguchi, Kurome, and Koedo, contributing to its rich aquatic environments.

Asaka City has transformed former U.S. military base sites into community facilities including schools, stadiums, gyms, libraries, and parks, thereby enriching cultural and sporting activities while enhancing urban infrastructure. The city’s appealing location within a 20-kilometer radius of central Tokyo provides residents with convenient access to urban amenities while retaining its traditional landscape characterized by greenery and rivers.

As of February 1, 2026, Asaka City's population stands at 146,467, with 72,134 households across an area of 18.34 square kilometers. For more information, visit the official website: Asaka City

About Market Enterprise

Founded in 2006, Market Enterprise has steadily grown, focusing on online reuse business and expanding its operations into mobile communication and media management. With a vision to foster a sustainable society, the company was listed on the Tokyo Stock Exchange's Mothers in June 2015, upgraded to the First Section in February 2021, and subsequently moved to the Prime Market in April 2022.

Market Enterprise continues to develop its online reuse business, encompassing services like Oikura and exports of used agricultural machinery to over 80 countries, achieving over 9.4 million users overall. The introduction of Oikura in Asaka City brings the total number of municipalities utilizing the service to 305.

For municipal partnerships, visit: Oikura for Municipalities
Market Enterprise's website: Market Enterprise