#Japan #Oikura #Market Enterprise #Yashio City #Yashio

Yashio City and Market Enterprise Launch Reuse Initiative

Yashio City, located in Saitama Prefecture, Japan, has taken a significant step towards sustainability by partnering with Market Enterprise to promote a reuse program. This initiative aims to address community challenges by enabling residents to actively participate in waste reduction efforts. Set to begin on July 1, 2025, the collaboration utilizes the Oikura platform, allowing citizens to sell unwanted items instead of discarding them, ultimately contributing to the formation of a circular economy.

Background and Motivation

Yashio City has been proactive in promoting reuse through various initiatives, including refurbished furniture programs and bicycle sales. However, the escalating costs associated with waste disposal and the discovery that many discarded items could be reused has posed a challenge. The city recognized the need for new strategies to raise awareness and facilitate reuse among residents. Concurrently, Market Enterprise has focused on establishing a sustainable society through its reuse-centered online business. By engaging with Yashio City, they found common ground in their goal to promote reuse and create a circular economy, leading to the development of this partnership.

Oikura, a platform developed by Market Enterprise, simplifies the process for individuals looking to sell unwanted items. Users can request appraisals, which are forwarded to multiple authorized reuse shops across Japan, allowing them to compare offers conveniently. Since its launch, approximately 1.3 million users have utilized the service to seamlessly sell their items.

Addressing Municipal Challenges

Yashio City has introduced paid curbside collection and self-delivery options for bulky waste. However, residents must often transport large and heavy items outside their homes, which can be cumbersome. The Oikura service resolves this issue by offering on-site pickup, allowing residents to sell larger items effortlessly. Additionally, the platform can potentially purchase electronic products such as refrigerators and washing machines that are still functional but not collected by the city's waste program. An immediate assessment and sale can often be arranged on the same day that a request is made through Oikura, without imposing any financial burden on the city or its residents.

Looking Ahead

As of July 1, 2025, a dedicated section featuring Oikura will be available on Yashio City's website, granting residents direct access to bulk assessment applications. Through this collaboration, Yashio City anticipates an increase in secondary market activities that will contribute to waste reduction on a broader scale. The initiative also aims to minimize the city's waste processing amounts and costs. By promoting the sale and reuse of unwanted items, residents become aware of the option to choose reuse over disposal, effectively meeting the increasing needs for diverse waste disposal solutions. Furthermore, this initiative will encourage a shift in public consciousness towards reuse, fostering the development of a circular economy.

About Yashio City

Yashio City is strategically located in the southeastern part of Saitama Prefecture, bordered by Misato City to the east and adjacent to Tokyo’s Adachi and Katsushika districts to the south. The city is 15 kilometers from central Tokyo and is experiencing population growth, contributing to ongoing developments like shopping malls and residential areas. As of June 2025, Yashio's population is approximately 93,808, with 47,518 households spanning an area of 18.02 square kilometers.

Website: Yashio City

About Market Enterprise

Founded in 2006, Market Enterprise focuses on online reuse solutions alongside media and mobile communication services. With a vision to foster a sustainable society, the company went public on the Tokyo Stock Exchange and continues to expand its services internationally. The successful implementation of Oikura in Yashio City adds to the growing list of municipalities benefiting from this reuse service, which counts 264 local governments across the country among its users.

Explore more at Market Enterprise

Conclusion

The partnership between Yashio City and Market Enterprise via the Oikura platform marks a pivotal moment in community-led sustainability efforts. By simplifying the reuse of unwanted items, this collaboration not only addresses local challenges but also fosters a culture of sustainability and responsibility within the community.