#Japan #Oikura #Market Enterprise #Miyazu #Miyazu City

Miyazu City and Market Enterprise Collaboration: A Leap Towards Sustainable Reuse

In a commendable step towards fostering a sustainable community, Miyazu City, located in Kyoto Prefecture, has announced a partnership with Market Enterprise, a Tokyo-based enterprise specializing in reuse initiatives. This collaboration, set to launch on December 10, 2025, utilizes the innovative reuse platform, Oikura. The focus is to minimize waste and encourage the community to consider reuse as a viable option instead of disposal, contributing to a circular economy.

Context and Background

Miyazu City, under the leadership of Mayor Masafumi Jyosaki, has been actively addressing social issues through various initiatives, including the collection of children's toys and books as part of its commitment to the Sustainable Development Goals (SDGs). However, as municipal waste management costs have increased, the city has recognized that many reusable items are still being discarded. To tackle this challenge, a more robust awareness program for citizens regarding reuse practices was deemed necessary.

On the other hand, Market Enterprise has been engaging in reuse and online service initiatives, driven by its vision of being a company that optimizes for a sustainable society. With continuous participation in the public-private partnerships under the 'Regional Revitalization SDGs' and undertaking activities like musical instrument donation projects, the company has gained considerable experience and insight into promoting SDGs. The mutual interest in advancing reuse activities was the catalyst for the partnership that revolves around the Oikura platform.

Oikura: A Unique Reuse Platform

Oikura empowers citizens by allowing them to sell unwanted items easily. Users can submit a request for item assessment, after which multiple recycling shops across Japan evaluate the item and provide comparative quotes, allowing for informed decisions. This platform has already garnered a reputation with around 1.55 million users (as of June 2025), reflecting its effectiveness in facilitating smoother transactions in the reuse space.

Addressing Local Challenges with Oikura

Miyazu’s current waste management system involves collecting large appliances through a paid service requiring residents to bring items to the curb. Oikura enhances this system by offering home pick-up services, making it easy for residents to dispose of larger or heavier items without the added effort. Moreover, electrical appliances like refrigerators and washing machines, which are not typically collected by the city, can be sold through Oikura if they remain functional.

Selling unwanted items can be as quick as the same day if residents act promptly via Oikura, ensuring a seamless transition from unwanted to reused. This initiative not only benefits residents by providing stringent reuse opportunities but does so without imposing additional costs on the city.

Future Prospects

On December 10 at 15:30 (subject to change), the information regarding Oikura will be accessible on the Miyazu City website, enabling residents to request item assessments directly. The collaboration is anticipated to enhance secondary market activities and significantly reduce overall waste management burdens for the municipality.

As awareness of reuse grows among the citizenry, they will have greater opportunities to make choices that favor recycling over disposal. This shift not only meets diverse waste disposal needs but also nurtures a cultural change toward embracing reuse for enhanced sustainability. The partnership between the government and Market Enterprise aims to highlight both the societal and economic imperatives of developing a circular economy.

About Miyazu City

Miyazu City is nestled in the northwestern part of Kyoto Prefecture and is celebrated for its picturesque landscapes and a bounty of marine and agricultural products. Fortified by nature's gifts, it faces the Sea of Japan and features renowned locations like the Amanohashidate scenic area. Its rich historical significance as a political, economic, and cultural center since the Nara era makes it a vibrant hub for approximately three million tourists annually. With a keen focus on sustainable tourism development and maintaining its historical assets, Miyazu City continues to thrive.

About Market Enterprise

Market Enterprise has been a trendsetter in the online reuse business since 2006, expanding to various sectors including mobile communications and media management. With a strong vision of creating a sustainable society as a leading optimization trading company, it transitioned from Tokyo Stock Exchange Mothers to Prime in 2022. The wide adoption of the Oikura platform by 290 municipalities nationwide underscores its impactful growth in the reuse landscape.

Conclusion

The partnership between Miyazu City and Market Enterprise not only lights a path toward waste reduction but enhances community engagement in sustainability. By fostering the reuse culture within local citizens, this initiative not only bolsters the environmental agenda but also strengthens community ties through collective action in waste management.