#Japan #Oikura #Market Enterprise #Makinohara

Makinohara City and Market Enterprise Join Forces for a Sustainable Future

In June, Makinohara City, located in Shizuoka Prefecture, officially partnered with Market Enterprise, a Tokyo-based company, to kickstart a significant reuse initiative. This collaboration is aimed not only at addressing local challenges but also at promoting sustainable practices within the community. The agreement was announced on June 25, 2025, marking the beginning of a series of efforts to reduce waste through the reuse of unwanted items utilizing Market Enterprise’s reuse platform, Oikura.

Background and Objectives

In recent years, Makinohara City has proactively engaged in various reuse programs, such as collecting unwanted clothing for overseas export. However, the city has faced rising waste management costs and a general lack of awareness and interest among residents regarding reuse practices. Recognizing these challenges, the local government began searching for innovative strategies to stimulate community participation in reuse initiatives.

On the other side, Market Enterprise has been at the forefront of promoting reuse through its online business model. The company emphasizes a vision of achieving a sustainable society via practices that optimize resource use. By participating in the Public-Private Partnership Platform for Regional Revitalization and engaging in activities like instrument donation drives, Market Enterprise has showcased its commitment to sustainability and collaboration.

The two parties identified a shared goal: fostering a circular economy through enhanced reuse practices. This agreement sets the stage for using Oikura as the primary platform for residents to engage in the reuse of unwanted items.

Understanding Oikura

Oikura, Market Enterprise's flagship reuse platform, allows individuals looking to sell their unwanted items to request evaluations from multiple participating reuse shops across the country. Users can compare offers and select the best deal, all with a single query, making it an accessible and user-friendly service. Since its inception, Oikura has attracted around 1.3 million users, demonstrating its effectiveness and popularity in the community.

Addressing Local Challenges with Oikura

In Makinohara, the current process for disposal of bulky items involves either self-delivery or costly door-to-door collection services. This poses a challenge for residents, particularly with larger, heavier items that require significant effort to transport out of their homes. Oikura offers an advantageous solution through its home collection service, enabling residents to sell such items with ease. Moreover, items that are typically not collected under the home appliance recycling law, like refrigerators and washing machines, may still be eligible for purchase via Oikura, provided they are still functional.

Residents can initiate the sale process and even finalize transactions on the very same day they request evaluations through Oikura, enhancing the efficiency and convenience of the reuse experience. Notably, the city incurs no financial burden for providing these services to its residents.

Looking Ahead

By June 25, 2025, at approximately 3:30 PM (subject to change), information about Oikura will be made publicly available on the Makinohara City official website, allowing residents to apply for bulk evaluations of their unwanted items directly. This initiative is expected to invigorate the secondhand market further, contributing to the creation of a circular society and reducing overall waste generated by the municipality.

As awareness of this initiative spreads, residents will have more accessible options for reusing items instead of discarding them, empowering them with diverse solutions to meet their disposal needs. Ultimately, the goal is to foster a cultural shift towards reuse and promote a sustainable lifestyle within the community.

About Makinohara City

Situated in central Shizuoka Prefecture, Makinohara City is blessed with stunning natural scenery, abundant agricultural resources, and strong economic foundations supported by local businesses and research institutions. The city boasts the highest production of raw tea in the region and is known for its beautiful coastline, attracting surfers from all around. With various transport links including the Tomei Expressway and Fuji Shizuoka Airport, Makinohara is well-connected, and the anticipated completion of regional infrastructure developments will further enhance its growth trajectory.

About Market Enterprise

Founded in 2006, Market Enterprise has established itself in the field of online reuse through its innovative business model, which includes various media and mobile communication services. The company has continuously grown, achieving significant milestones such as its transition to the Prime Market on the Tokyo Stock Exchange. With ongoing expansions in sectors like reusable machinery exports and the Oikura platform, Market Enterprise has successfully reached a customer base of approximately 9.4 million users, demonstrating the demand for sustainable options among consumers.

This collaboration between Makinohara City and Market Enterprise is poised to set a precedent for future initiatives aimed at addressing environmental challenges through collective efforts in sustainability.