#Oikura #Market Enterprise #Tsuru City

Tsuru City Partners with Market Enterprise for Reuse Initiative

In a significant move towards promoting a circular economy, Tsuru City in Yamanashi Prefecture has signed an agreement with Market Enterprise Co., Ltd., which is headquartered in Chuo, Tokyo. This collaboration aims to address local waste management challenges and foster sustainability through a reuse initiative using Market Enterprise's reuse platform, Oikura. The partnership is set to officially begin on July 23, 2025.

Background and Consideration

The local authorities have recognized a pressing issue in Tsuru City: the rising costs of waste disposal coupled with a substantial quantity of reusable items being discarded. In response to this challenge, the city has been exploring new reuse initiatives to educate and engage its citizens. Market Enterprise has been actively involved in promoting reuse through its online platform and has participated in various public-private partnerships aimed at achieving Sustainable Development Goals (SDGs). The mutual need for fostering reuse activities in Tsuru paved the way for this collaboration utilizing the Oikura platform.

Understanding Oikura

Oikura is a reuse platform operated by Market Enterprise that allows individuals to request valuations for unwanted items. When someone wishes to sell an item through Oikura, it simultaneously sends valuation requests to partner reuse shops nationwide, allowing users to compare prices effortlessly. This service has gained popularity, attracting approximately 1.3 million users as of June 2024, owing to its convenience of providing quick comparisons of buyback prices in one go.

Addressing Tsuru City's Challenges with Oikura

In Tsuru City, bulky waste collection is conducted once a month or through self-delivery to designated pickup sites. Citizens often face challenges transporting heavy items to disposal sites. With Oikura, residents can opt for home pick-up, where assessors come directly to their homes to facilitate the sale of larger items. Moreover, previously unrecyclable items like refrigerators and washing machines might also be accepted for resale if they are still functioning, making it easier for citizens to utilize reuse services. The quickest turnover for item collection and sales can happen on the same day as the initial request through Oikura. Notably, there will be no financial burden on the city or its citizens for this service.

Future Prospects

On July 23, 2025, at 3:30 PM, information regarding Oikura will be published on the Tsuru City website, enabling residents to apply directly for bulk assessments of unwanted items. This partnership is expected to significantly enhance the local secondary distribution market, leading to reduced waste and lower municipal waste management costs. As citizens become accustomed to the ease of reselling unwanted items rather than discarding them, the initiative will foster a broader acceptance of reuse practices. Over time, this could shift public perception and contribute positively to the development of a circular economy within the community.

The dual approach of addressing both social and economic challenges through this public-private partnership aims to spearhead the transition toward a more sustainable society. By promoting awareness and access to reuse options, Tsuru City and Market Enterprise hope to inspire a generation of environmentally conscious citizens.

About Tsuru City

Situated in the eastern part of Yamanashi Prefecture, Tsuru City is renowned for its rich natural environment, characterized by unique mountains such as Mitsutoge and Nishiyatsugatake, which have been selected among Japan's