Revitalizing Old PCs with ChromeOS Flex
ChromeOS Flex, developed by Google, is a secure, cloud-first operating system designed to be installed on many compatible Windows and Mac devices. It offers a comfortable environment for everyday tasks such as web browsing, video streaming, and document creation. By shifting software updates and security management to the cloud, it enables hardware to be used for an extended period. For instance, PCs that became unusable after the end of Windows 10 support in October last year can be brought back to life as active devices by installing ChromeOS Flex using the USB.
For a list of Chrome OS Flex certified models, please visit:
https://support.google.com/chromeosflex/answer/11513094?hl=ja
Addressing Electronic Waste
The introduction of the ChromeOS Flex Installation USB addresses the growing global issue of electronic waste. According to the United Nations Institute for Training and Research (UNITAR), over 62 million tons of e-waste were generated worldwide in 2022, increasing five times faster than the rate of formal collection and recycling. Furthermore, the end of Windows 10 support in October 2025 is projected to put up to approximately 400 million PCs globally at risk of security vulnerabilities or increased disposal. Japan is no exception to this trend, where perfectly functional hardware is discarded simply because its operating system support has ended. This contributes to increased electronic waste and resource consumption associated with manufacturing new hardware, thereby escalating environmental impact.
A prevalent misconception is that old devices are inherently obsolete. However, the hardware landscape is undergoing a significant transformation, with AI, applications, and security updates increasingly moving to the cloud. This means that with appropriate software, many older devices can continue to function effectively. This collaboration with Google challenges the notion that innovation solely means constant replacement, aiming instead to normalize “long-term use.”
“Reuse Day” SNS Giveaway Campaign
To widely promote this partnership in Japan, Back Market is launching a giveaway campaign for the ChromeOS Flex Installation USB, coinciding with “Reuse Day” on August 8.
Campaign Details:
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Application Period: August 5, 2026, 11:00 AM to August 14, 2026, 11:59 PM (JST)
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Eligibility:
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Residents of Japan
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Agreement to the application terms
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Possession of an X (formerly Twitter) account and following the official Back Market Japan X account (@Backmarket_JP)
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How to Apply: Follow the official Back Market Japan X account (@BackMarket_JP) and retweet the campaign post.
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Prize: ChromeOS Flex Installation USB
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Number of Winners: 100 randomly selected individuals
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Winner Announcement: Scheduled for late August 2026 (winners will be notified via direct message)
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Application Terms: https://www.backmarket.co.jp/ja-jp/e/chrome-os
Ryo Yamaguchi, APAC Representative for Back Market Japan, commented, “Japan has a long-standing culture of ‘Mottainai,’ a sense of regret concerning waste. The ChromeOS Flex Installation USB perfectly embodies this spirit in modern technology. Through this campaign, we hope to make more people aware of the option to continue using their old computers rather than discarding them. Back Market will continue to pursue the coexistence of technology and sustainability with partners like Google, actively promoting the establishment of a culture where ‘long-term use is the norm’ in the Japanese market.”
About Back Market Japan Co., Ltd.
Back Market, a unicorn company founded in France in November 2014, operates one of the world’s largest marketplaces specializing in refurbished electronic devices such as mobile phones and computers. It conducts business in 17 countries, including Japan, Asia, Europe, and the United States. The company ensures the high quality of refurbished products through strict vendor screening, sharing expertise on refurbishment methods for new equipment, and developing a unique algorithm that provides an optimal balance of quality and price. For purchasers, Back Market automatically includes a free 1-year warranty and a 30-day return guarantee, striving to popularize refurbished products that offer quality and warranty superior to used items at prices below new ones. Back Market’s corporate mission is to continue sustainable and environmentally friendly business activities, having achieved “B Corporation (B Corp)” certification in April 2023. Refurbished products reduce raw material usage, water consumption, electronic waste generation, and atmospheric carbon dioxide emissions by approximately one-tenth compared to new products during the manufacturing process. By expanding the market for refurbished products, Back Market aims to mitigate environmental impact.
https://www.backmarket.co.jp/ja-jp
