#Japan #Yachiyo #Oikura #Market Enterprise #Yachiyo City

New Initiative for a Circular Economy in Yachiyo City

In June, Yachiyo City in Chiba Prefecture initiated a partnership with Market Enterprise to launch a reuse project aimed at addressing community challenges. Starting June 30, 2026, this collaboration will utilize the reuse platform 'Oikura' to develop a framework for reusing unwanted items, ultimately striving for waste reduction and the formation of a circular society.

Background of the Collaboration

Yachiyo City has actively engaged in initiatives to disseminate information about the transfer of unwanted items, aligned with the Sustainable Development Goals (SDGs). However, rising waste disposal costs, coupled with difficulties in moving bulky items due to an aging population, have posed challenges. Recognizing the lack of information regarding reuse activities, the city evaluated various strategies to enhance public awareness.

On the other hand, Market Enterprise has focused on developing its reuse business, emphasizing a vision of achieving a sustainable society. They have participated in platforms for public-private collaboration on regional revitalization and have engaged in various social initiatives. The alignment of Yachiyo City's need for a reuse promotion mechanism with Market Enterprise's operational expertise led to the inception of this initiative using the 'Oikura' platform.

What is 'Oikura'?

'Oikura' is a reuse platform managed by Market Enterprise, allowing individuals to request appraisals for unwanted items. Users can submit a single request, which is sent to multiple registered reuse shops, enabling them to compare purchase prices, methods, and reviews. This streamlined process has attracted approximately 1.68 million users as of February 2026, thanks to its convenience in evaluating items for sale in one go.

Challenges in Yachiyo City and Solutions through 'Oikura'

Yachiyo City currently conducts paid collection of bulky items through pre-application, yet residents must carry these items outside their homes. The 'Oikura' platform addresses this issue by offering home visit services for appraisal and collection, making it easier for residents to sell large or heavy items. Moreover, household appliances subject to the Home Appliance Recycling Law may also be eligible for purchase if they are still functional. With 'Oikura', residents can arrange the sale and transfer of items, potentially receiving cash on the same day. Importantly, this service incurs no costs for the city or the residents.

Future Developments

On June 30, 2026, Yachiyo City will publish information about 'Oikura' on its official website, allowing citizens to directly apply for bulk appraisals of their unwanted items. The collaboration aims to further energize the secondhand market, facilitating the reduction of unwanted items at the societal level and decreasing the municipality's waste management costs. With easier access to selling options, residents are expected to recognize the value of reuse over disposal. This initiative could also lead to a shift in attitudes towards reuse in the community, promoting the formation of a circular society.

In summary, this joint effort seeks to address both the social and economic aspects of establishing a sustainable circular economy. By fostering reuse practices and increasing community awareness, Yachiyo City and Market Enterprise are stepping towards a greener future.

About Yachiyo City

Yachiyo City is located in the northwestern area of Chiba Prefecture, approximately 30 kilometers from the capital. While the northern region preserves lush nature, the southern area boasts a green urban landscape integrated with existing forests. The city features the Shin-kawa river flowing through its center, serving as a symbol for leisurely walks and fishing, adorned with seasonal flowers throughout the year such as cherry blossoms and cosmos.

Historically, Yachiyo developed early as a bed town with the establishment of Japan's first large-scale housing complex in the 1950s. Efficient transportation, including access via the Keisei Main Line and the Toei Rapid Railway, ensures a high level of connectivity to central Tokyo, with ongoing urban development responding to growth.

About Market Enterprise

Founded in 2006, Market Enterprise has been a key player in the online reuse sector, as well as in mobile communications and media. They highlight their vision of becoming a business optimizing for a sustainable society and were listed on the Tokyo Stock Exchange's Standard Market. After launching ‘Oikura’, the company has expanded its services, achieving over 9.4 million users across various reuse-related platforms. With the inclusion of Yachiyo City, a total of 336 municipalities nationwide now utilize the 'Oikura' service.