[May 30 is Zero Waste Day] Sendai City, with a population of over 1 million, begins partnership with 'Oikura' for unwanted item reuse project

Sendai City, Miyagi Prefecture (Mayor: Kazuko Kori) and MarketEnterprise Co., Ltd. (Chuo-ku, Tokyo; President: Taiji Kobayashi; TSE Standard: 3135) have concluded an agreement on a reuse project aimed at solving local community issues ahead of 'Zero Waste Day' on May 30, and will begin collaboration on Friday, May 29, 2026. Using the reuse platform 'Oikura' operated by MarketEnterprise, the city aims to build a system for reusing unwanted items instead of discarding them, thereby reducing waste and forming a circular society.

Sendai City has been working toward SDGs by collecting and providing clothing, books, miscellaneous goods, furniture, and home appliances at recycling plazas, providing information on unwanted item exchanges, and introducing private reuse services on its website. However, the city has faced challenges such as increasing waste disposal costs, the difficulty for elderly citizens to move bulky waste, and the fact that many items discarded as waste are still reusable. Consequently, the city has been considering new measures to raise awareness of reuse activities. Meanwhile, MarketEnterprise, which operates online businesses centered on reuse, has been focusing on SDGs beyond the public-private divide, participating in the 'Regional Revitalization SDGs Public-Private Partnership Platform' and acting as a member of the 'Musical Instrument Donation Hometown Tax' executive committee. Under these circumstances, MarketEnterprise approached Sendai City, and the initiative was realized as their mutual needs to promote a circular society through reuse activities aligned.

'Oikura' is a reuse platform developed by MarketEnterprise. When users want to sell unwanted items, they can request a bulk appraisal through 'Oikura,' which is sent to affiliated reuse shops nationwide. Users can compare purchase prices, dates, methods, and reviews. The convenience of comparing appraisal results with a single request has been well-received, with approximately 1.68 million users as of the end of February 2026.

In Sendai City, bulky waste is collected for a fee through advance application or self-delivery to processing facilities, but residents are generally required to carry large or heavy items out of their homes. 'Oikura' offers出張 (on-site) purchase services where staff can enter the home and handle the removal, making it easier to sell large or heavy items. Additionally, products subject to the Home Appliance Recycling Law, such as refrigerators and washing machines, can potentially be purchased if they are still functional. By requesting a purchase through 'Oikura,' it is possible to sell and hand over unwanted items as early as the same day. There is no cost to the city for this service.

Information about 'Oikura' will be posted on the Sendai City website on Friday, May 29, at 15:30, allowing for direct bulk appraisal applications. This partnership is expected to revitalize the secondary market, reduce waste, and lower municipal disposal costs. Furthermore, by making reuse a convenient option, the city aims to change citizens' awareness and promote a circular society, addressing both social and economic challenges.