Japan and Europe: connecting supply and circular demand

According to Mantary Cheung “Japan has long been one of the world’s most structured and reliable secondary device supply markets.
Europe, meanwhile, is becoming one of the most mature demand markets for circular electronics. She continues: “Our role is to connect these two ecosystems, ensuring high-quality devices already in circulation can move across markets and continue their lifecycle in a predictable and responsible way.”

SecondaryMarket.news: Why are Japan-spec devices gaining trust among European buyers?

It comes down to consistency at scale. We handle around 2.5 million Japan-spec devices annually, mainly iPhones, but also Androids and iPads. Very few global sources can supply that volume while maintaining stable grading standards and predictable quality. For European refurbishers and resellers, predictability matters more than headline price. They need to know exactly what arrives in the box so they can plan refurbishment cost, resale pricing and inventory flow. That operational reliability is what has driven steady demand for Japan-spec devices across Europe.

SecondaryMarket.news: What allows buyers to purchase with confidence from overseas?

I would say there are two main reasons. First is standardised testing and certified data erasure. We utilize the Blancco 24-item Diagnostic Test for all Apple iOS devices to ensure rigorous functional testing and secure data wiping with proper documentation.

Second is our 30-day warranty structure. In the secondary market, managing “what-if” risk is essential. Having clear post-delivery support allows buyers to rotate inventory and purchase with confidence across borders.

Together, these elements create a predictable and low-risk procurement environment for our partners.

 SecondaryMarket.news: Complaint risk is always a concern in the used market. How do you manage it?

We focus heavily on grading consistency. Devices are inspected using clear and standardized criteria developed through years of high-volume transactions. By minimizing subjective judgement, we’ve been able to maintain a complaint rate below 0.25%. Buyers often tell us the actual condition matches the listed grade very closely. Fewer surprises means fewer returns, lower reinspection costs and more stable resale planning, which is critical in a low-margin industry.

SecondaryMarket.news: What role does sustainability play in this cross-border flow?

In Europe, circularity is no longer just a concept; it is becoming an operational expectation. By extending the lifecycle of high-quality devices already in circulation and reintroducing them into new markets, we help reduce unnecessary e-waste and make better use of existing resources. However, circularity only works when quality is predictable. If device condition is unclear, products are more likely to be scrapped prematurely. By improving grading transparency and supply reliability, we help make reuse more structured and scalable across borders. Our role is to support a circular electronics ecosystem not only in principle, but through every day commercial transactions.

SecondaryMarket.news:  How do you see the European secondary market evolving?

While Japan remains a major global supply hub, I see Europe increasingly as a demand hub for circular devices. Here we see growing policy discussions around sustainability and right-to-repair, alongside strong consumer openness to refurbished smartphones. Compared with Asia, awareness of device circularity among end users and businesses is already quite advanced. As demand continues to grow beyond local supply, more Japan-spec devices are entering the UK and European markets through structured channels. By working closely with our partners, we hope to further extend product lifecycles and contribute to a more sustainable and well-organized secondary market together.