#Japan #Oikura #Market Enterprise #Oishida Town

Oishida Town's New Collaboration for Waste Reduction

In Yamagata Prefecture, Oishida Town, led by Mayor Naka Shoji, is taking proactive measures to address local waste management issues by partnering with Market Enterprise, a Tokyo-based company dedicated to promoting a sustainable society through reuse initiatives. This collaboration is set to officially kick off on April 21, 2026, focusing on the use of Market Enterprise's reuse platform, "Oikura."

Background of the Initiative

Oishida Town has been facing challenges, especially with an aging population that struggles with the logistics of disposing of large items. Many residents have expressed difficulty in moving their unwanted possessions outside for collection, while an increasing number of inquiries related to household disposal have been observed. The town identified a significant opportunity to recycle usable items within the waste discard that previously went unnoticed. Educating residents on the possibilities of reuse became a priority, prompting discussions on the implementation of reuse policies.

On the business side, Market Enterprise, established in 2006, has focused on creating a network-based reuse business model. The organization strives to enhance societal sustainability, actively participates in public and private partnerships for SDGs (Sustainable Development Goals) initiatives, and aims to realize a more circular economic framework. Responding to Oishida Town's interest in collaborating on reuse activities has led to the successful initiation of the project, which will utilize the Oikura platform.

Understanding Oikura

Oikura, developed by Market Enterprise, is a convenient reuse platform that connects those wanting to sell unwanted items with numerous affiliated reuse shops across Japan. Users can easily request appraisals through Oikura, which consolidates multiple evaluations in one go. Since its launch, Oikura has gained popularity, allowing approximately 1.68 million users by February 2026 to compare prices and methods of sale from the comfort of their home.

Addressing Oishida Town's Challenges

Currently, Oishida Town operates a paid collection service for oversized waste through reservation or self-delivery to the Environmental Health Center. However, the inherent challenge remains that residents must physically carry their items outside, which is particularly difficult for elderly citizens. Oikura provides an advantageous solution by offering an on-site collection service for large or heavy items, providing the possibility of home visits for pickup. Additionally, it enables the recycling of appliances under Japan's recycling law, allowing townspeople to potentially sell working refrigerators or washing machines easily. Once requested through Oikura, items could be sold and exchanged in as little time as the same day, with zero costs to the town.

Future Directions

Starting at 3:30 PM on April 21, 2026, Oishida Town will publish information about Oikura on its official website, facilitating direct bulk appraisal applications for residents. The collaboration between Oishida Town and Oikura aims to activate secondary markets further, facilitating waste reduction while aligning with governmental efforts towards environmental sustainability and cost-efficiency in waste management.

As more residents recognize the convenience of selling rather than discarding, it broadens the range of options for disposing of unwanted items effectively. Promoting a renewed awareness towards reuse practices can help shift the community's mindset from wastefulness to sustainability, instigating positive changes. This joint initiative between public and private sectors strives towards a comprehensive psychological and financial resolution in forming a sustainable circular economy.

About Oishida Town

Nestled centrally in Yamagata Prefecture, Oishida Town is graced by the Mogami River flowing through it, once famous as the largest transportation hub on the river during the Edo period. Known as a place of long stays for the haiku master Matsuo Basho, the area's rich historical significance can still be witnessed in its preserved traditional architecture and colorful festivals. Modern-day, the town connects its residents to nearby municipalities via major transport lines, including the Yamagata Shinkansen.

Agriculture thrives here, benefitting from the fertile lands and a vast temperature range, making Oishida known for high-quality produce, including ‘‘Obanazawa-Oishida Watermelon’’ and ‘‘Oishida Soba’’. As of December 2025, the town maintains a population of 5,758.

About Market Enterprise

Market Enterprise has continuously evolved since its establishment in 2006, focusing on network-based reuse business strategies alongside other sectors like mobile communications and media operation. With its vision of becoming a