Matsushima Town Partners with Market Enterprise for Reuse Project

Matsushima Town, located in Miyagi Prefecture, has taken a significant step towards environmental sustainability by collaborating with Market Enterprise, a leading reuse platform provider. This partnership aims to tackle local challenges related to waste management and promote a circular economy. Effective from June 18, 2026, these organizations will leverage the Oikura platform, enabling residents to repurpose their unwanted items instead of discarding them.

Background and Motivation

Matsushima Town, headed by Mayor Koichi Sakurai, is currently facing rising garbage disposal costs and a growing number of elderly residents who find it challenging to transport waste. Illegal dumping at collection points has also become a pressing issue. In light of these challenges, the local government has been exploring initiatives to raise awareness about reuse activities among its citizens.

Simultaneously, Market Enterprise has been active in promoting sustainable practices through its reuse-focused online business model. Their vision reflects the need for optimizing processes to create a sustainable society. As a participant in the 'Public-Private Platform for Regional Revitalization and SDGs', Market Enterprise has been working to combine efforts between private enterprises and public institutions. The alignment of goals between Matsushima Town and Market Enterprise has now paved the way for this new reuse initiative utilizing the Oikura platform.

Understanding 'Oikura'

Oikura is an innovative platform operated by Market Enterprise that allows users to easily sell unwanted items through a streamlined process. Users can request evaluations of their items which are then compared against offers from various participating reuse shops across the country. This responds promptly to customer needs to facilitate the selling of items conveniently. The platform has garnered about 1.68 million users as of February 2026, indicating its growing presence in the reuse market.

Addressing Matsushima's Waste Management Challenges

Matsushima Town provides a monthly collection service for bulky waste at designated collection points. Unfortunately, residents typically need to transport such items themselves, which can pose significant challenges. With the introduction of the Oikura platform, households can now conveniently have their items collected from within their homes, easing the burden on those dealing with large or heavy items. Moreover, appliances like refrigerators and washing machines, which fall under the 'Home Appliance Recycling Law', may also be eligible for purchase if they are still functional.

The Oikura service offers quick turnover, enabling residents to sell their unwanted items on the same day they make a request. This initiative does not impose any cost on the municipality, as the operation is subsidized by Market Enterprise.

Future Plans

By June 18, 2026, Matsushima's official website will feature information about the Oikura platform, allowing residents to make bulk assessment requests directly. Through this collaboration, Matsushima Town expects to further energize the secondary market, promote a circular economy, and effectively reduce overall municipal waste. As people become aware of the ease of using reuse services, the community will shift towards choosing reuse over disposal, catering to varying needs concerning unwanted items. Furthermore, this partnership aims to instigate a change in residents' attitudes towards reuse, fostering the development of a circular society.

About Matsushima Town

Matsushima Town is located approximately 20 kilometers northeast of Sendai City, bordered by Higashimatsushima City to the east and Osaki City to the north. Known for its stunning views of around 260 islands in Matsushima Bay, it is celebrated as one of Japan’s Three Scenic Views. The climate is mild throughout the year, offering a unique natural environment shaped by both sea and mountains. Historically, Matsushima boasts rich cultural resources, including the National Treasure Zuiganji Temple, restored by Date Masamune during the Edo period. The town is well-connected through the JR Senseki Line and Tohoku Line, enabling easy access to its urban center and surrounding areas. Tourism leveraging its natural beauty and historical assets has become a crucial sector of the local economy, which also benefits from thriving aquaculture, especially in oyster farming.

Population: 12,569 (as of June 1, 2026)
Number of Households: 5,736 (as of June 1, 2026)
Area: 53.56 sq km (as of June 1, 2026)
Website: Matsushima Town Official Site

About Market Enterprise

Established in 2006, Market Enterprise focuses primarily on online reuse services and has expanded its portfolio to include mobile communication and information media operations. With an ongoing vision to optimize for a sustainable society, the company has experienced consistent growth since its inception. Market Enterprise listed on the Tokyo Stock Exchange in June 2015 and is presently part of the Standard market.
Their online reuse services, including Oikura, support approximately 9.4 million users, demonstrating the trust and reliance placed on their offerings within the community. With the integration of Oikura into Matsushima Town, the number of municipalities using the service across Japan has reached 330.

Oikura Municipal Website: Oikura for Municipalities
Market Enterprise Website: Market Enterprise