ITOCHU Corporation, headquartered in Japan, has announced a partnership with Google through its wholly owned subsidiary, Belong Inc. This collaboration marks the introduction of certified refurbished Google devices to the Japanese market. Starting 26 November 2024, Belong’s Nicosuma platform will offer these devices, which have undergone stringent testing and refurbishment by Google-certified repairers.
Japan’s growing used smartphone market
Japan's used smartphone market continues to expand, with 2.73 million devices sold in FY2023, reflecting a 16.6% growth from the previous year. By FY2028, this number is expected to rise to 4.38 million. The demand for certified refurbished devices, which combine affordability with high performance, has been steadily increasing, offering consumers an alternative to new and used devices.
Belong's role in the secondary market
Established in 2019, Belong specializes in the online retail of used mobile devices. Through its Nicosuma Kaitori service and Nicosuma online shop, the company processes and inspects millions of devices annually. Belong employs internationally certified data deletion tools and comprehensive quality control measures, ensuring that its refurbished devices meet reliability and safety standards.
Certified refurbished devices for consumers
Through this partnership, certified refurbished Google devices will be made available for the first time in Japan. Refurbished with genuine manufacturer parts, these devices are inspected by Belong to meet rigorous quality standards. This offering aims to provide consumers with a reliable, sustainable, and affordable alternative in the smartphone market.
Promoting sustainability and resource efficiency
The collaboration aligns with ITOCHU’s focus on sustainable development. By adding certified refurbished devices as a new category in the smartphone market, the initiative seeks to reduce electronic waste and encourage resource efficiency. The effort reflects a broader trend toward balancing consumer needs with environmental responsibility.
Looking ahead
The introduction of certified refurbished Google devices represents a step toward diversifying Japan’s smartphone market. By focusing on quality, compliance, and sustainability, this initiative provides consumers with a practical option while contributing to environmental efforts.
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