Matsubushi Town Partners with Market Enterprise for Reuse Initiative

Matsubushi Town's Innovative Reuse Initiative

In a groundbreaking partnership, Matsubushi Town, led by Mayor Yudai Takano, and Market Enterprise, based in Chuo-ku, Tokyo, are set to launch a collaborative reuse initiative starting from July 31, 2025. This initiative aims to tackle local issues such as escalating waste management costs by promoting a reuse culture within the community, thereby contributing to the establishment of a circular economy.

Background of the Initiative

Matsubushi Town has recognized the rising costs associated with waste disposal as a significant challenge. In response to this issue, the town sought potential strategies to implement reuse measures designed to decrease waste. On the other hand, Market Enterprise has been at the forefront of the reuse business, striving to realize the vision of becoming an optimized trading company for a sustainable society. Their participation in platforms such as the 'Sustainable Local Development SDGs Public-Private Partnership' highlights their commitment to sustainability.

When Matsubushi Town approached Market Enterprise, both parties acknowledged a mutual interest in promoting a circular society through enhanced reuse activities. This collaboration has paved the way for the adoption of the reuse platform "Oikura."

What is Oikura?

Oikura is a reuse platform managed by Market Enterprise. It allows individuals wishing to sell their unwanted items to submit a valuation request through Oikura, which then simultaneously sends out requests for appraisal to various affiliated reuse shops nationwide. This streamlined system offers sellers the convenience of comparing rates from multiple shops and receiving the best offers in one go. Since its inception, the platform has gained significant traction, with approximately 1.3 million users benefiting from its services by the end of June 2024.

You can visit Oikura's website here: Oikura Official Website

Addressing Local Challenges with Oikura

In Matsubushi Town, large items and heavy goods can only be collected through either paid household collection or self-delivery. However, this can be a daunting task for many residents. Fortunately, Oikura offers at-home pickup services, making it easier for residents to sell bulky items without the hassle of transporting them themselves. Furthermore, items like refrigerators and washing machines, which fall under the home appliance recycling law and are not collected by the town, may still be eligible for purchase if they are still functional. This means that requests can be processed quickly—often on the same day.

The collaboration does not impose any additional financial burden on the town's residents, as the costs are borne by the service provider.

What Lies Ahead

Starting July 31, 2025, Matsubushi Town will publish information about Oikura on its official website at Matsubushi Town Homepage. Residents will be able to request collective appraisals for unwanted items directly through this platform. This partnership is anticipated to further invigorate secondary distribution, contributing to the realization of a circular society while simultaneously reducing the amount of waste processed by the local government and cutting associated costs.

As residents become more aware of the ease of using Oikura for their unwanted items, they will increasingly choose reuse over disposal, thereby accommodating the growing needs for diverse waste disposal options.

Additionally, the initiative aims to foster a shift in public consciousness towards reuse and enhance efforts towards building a circular economy. Ultimately, this partnership between public and private sectors seeks to address both social and economic challenges in the creation of a sustainable society.

About Matsubushi Town

Matsubushi Town, located in the southeastern part of Saitama Prefecture, is surrounded by the Edo River, the Oura River, and the Nakagawa River, offering a beautiful natural environment. Positioned just 30 kilometers from central Tokyo, it is part of a rapidly developing area within the metropolitan zone. The town borders Noda City in Chiba Prefecture to the east, Yoshikawa City to the south, Koshigaya City to the west, and Kasukabe City to the north. Notable attractions include Matsubushi Comprehensive Park, which features a Spanish-style windmill, and the scenic promenades that stretch along the Oura River, celebrated for their cherry blossoms.

- Population: 27,704 (as of July 1, 2025)
- Households: 12,508 (as of July 1, 2025)
- Area: 16.20 square kilometers (as of January 1, 2025)

You can find more information about Matsubushi Town at Matsubushi Town Website.

About Market Enterprise

Founded in 2006, Market Enterprise focuses on online reuse operations alongside its media and mobile communication businesses. They have consistently pursued growth under the vision of becoming an optimized trading company for a sustainable society. The company was listed on the Tokyo Stock Exchange's Mothers section in June 2015, and later transitioned to the First Section and then the Prime Market by April 2022. Their expansion in the reuse sector continues through services like "Takakuurudotcom" and the Oikura platform, in addition to exporting used agricultural equipment to over 80 countries. With the introduction of Oikura into Matsubushi Town, the total number of municipalities adopting the service across Japan has now reached 268.

For more details, visit the following websites: