Jabara-ize Kitayama has launched "Kitayama Cider Jabara Rush," a new sparkling drink featuring jabara — the rare citrus specialty of Kitayama Village, Wakayama — starting March 5, 2026.
| Product Name | Kitayama Cider Jabara Rush |
|---|---|
| Reference Price | ¥365 (excl. tax) |
| Volume | 250ml |
| Where to Buy | Official online store "Jabara Village" |
The Local Hero's Pursuit of the Ultimate Refreshment
"Kitayama Cider Jabara Rush" is more than just a regional soda. It was created by "Jabara Rider," an unofficial local hero character deeply familiar with both Kitayama Village and its prized jabara citrus, in pursuit of the ideal taste.
Fresh-Squeezed-Level Aroma
In addition to jabara juice, the drink incorporates "peel extract" — the source of the fruit's distinctive aroma. A single sip delivers the vivid, just-picked fragrance reminiscent of freshly squeezed jabara.
Sharp Carbonation and Refreshing Finish
The lively bubbles carry a fresh, vibrant quality. By keeping the sweetness restrained, the drink accentuates jabara's natural acidity and aroma, resulting in a clean, crisp finish that is easy to reach for every day.
Who Is Jabara Rider?
Jabara Rider is an unofficial local hero character modeled after jabara, Kitayama Village's most prized specialty. Despite being "non-official," the character's unique presence and enthusiasm have made it a familiar face at the village and beyond — so much so that invitations to appear at outside events are now a regular occurrence. Jabara Rider actively takes part in various events to spread awareness of jabara's appeal across Japan.
Two Years in the Making
① The Idea Takes Shape — Summer Two Years Ago
It all began with an outpouring of requests from customers: "We want a carbonated jabara drink." The product concept had been in the works since that summer two years ago, and the team has now arrived at a drink they are confident in sharing with the world.
② Jabara Rider's Challenge: "Recreating That Amazing Flavor"
The goal Jabara Rider set out to achieve was the intense aroma of "fresh-squeezed cider" as experienced at the harvest site. Simply increasing the juice content, however, couldn't replicate that burst of fragrance. The breakthrough came with the addition of "peel extract," where the aroma is most concentrated. After repeated trials by Jabara Rider and the development team, they finally succeeded in recreating that moment of sensory impact.
When to Enjoy It
As a Companion to Meals
The drink's lively acidity and crisp finish cut through rich, oily dishes and meats, helping to cleanse the palate. Its clean character makes it enjoyable for the whole family, from children to adults.
After a Bath
With no sticky sweetness, it quenches thirst directly. The rich aroma that rises with each sip makes it a satisfying reward after a warm bath.
About Jabara
Jabara is a naturally occurring citrus hybrid that has grown wild in Kitayama Village for generations. Closely guarded as the village's treasure and kept from leaving the area, it belongs to the same family as yuzu and kabosu. Its name is said to derive from being so sour it can "ward off evil spirits" (jabara = "evil-expelling"). Rich in juice and low in seeds, jabara has a uniquely distinctive flavor and has long been treasured locally as a good-luck ingredient in New Year's cooking.
About Kitayama Village, Wakayama
Kitayama Village in Higashimuro District, Wakayama Prefecture, is the only landlocked exclave village in Japan — situated within Wakayama Prefecture yet surrounded entirely by Mie and Nara prefectures. About 93% of the village is forested, with the Kitayama River flowing nearby. Home to roughly 350 residents, it is a small, nature-rich community where jabara has become the village's core industry.
