Jabaraizu Kitayama Co., Ltd. (located in Kitayama Village, Higashimuro District, Wakayama Prefecture), a company focused on product planning and sales using "jabara," a specialty citrus from Kitayama Village — Japan's only geographically exclave village — has launched a new "Kitayama Village Limited Capsule Toy" for visitors to the area.
The toy machine is available at two locations within Kitayama Village and is designed to complement popular tourism activities such as traditional log rafting and outdoor leisure. It features five original items capturing the essence of the village, including local characters, a village map, and a good-luck charm.
About the Kitayama Village Limited Capsule Toy
Product Overview
Name: Kitayama Village Limited Capsule Toy
Contents: Original local capsule toy items themed around Kitayama Village
Price: ¥400 per turn (tax included)
On Sale: Now
Target: Domestic and international tourists and outdoor/leisure visitors to Kitayama Village
This is a local "gachapon" machine that can only be found in Kitayama Village, packed with mini items inspired by local characters, the village's culture, and its scenery. It was designed as a "travel memory medium" — something visitors can take home as a reminder of the excitement and fun they experienced while rafting, swimming in the river, or simply passing through.
Installation Locations (Limited to 2 Sites in Kitayama Village)
Kitayama Village Tourism Center
Yamazaki Shop "Jabara-ya" inside Michi-no-Eki Okutoro roadside station
By placing the machines at major tourist facilities and the roadside station — both of which serve as bases for rafting, river activities, and camping — visitors can enjoy the capsule toys casually during short breaks before or after their activities.
Lineup (5 Types in Total)
① Kitayama Village Unofficial Hero "JabaRider"
An unofficial local hero who quietly (?) watches over Kitayama Village. The design is full of playful character, incorporating motifs from the village's signature "jabara" citrus.
② Map of Kitayama Village
A compact local map designed around the unique geography of Kitayama Village, Japan's only exclave. A great item for pointing out spots you visited and looking back on your journey.
③ Jabara Logo
A logo design featuring the "jabara" citrus, a symbol of Kitayama Village. Simple yet striking, it works perfectly as a small accent on a keychain or pouch.
④ Jabara Amulet (Jabara Omamori)
Inspired by jabara's long-held image as a charm for warding off evil spirits, this small amulet-style item is designed to wish travelers safety and good health.
⑤ Jabara × れおなるど (Reonnarudo)
The character "れおなるど," who has previously collaborated with the brand, makes a return appearance. A unique collaboration piece that blends the world of Kitayama Village with the character's charm.
All five items are packed with the spirit of Kitayama Village, designed to make visitors want to collect the whole set.
Behind the Concept: Valuing "Memories" Over "Products"
The most important goal behind this project was not "the things you acquire" but "being able to remember the time you spent in Kitayama Village."
- The exhilaration of rafting or playing in the river
- Moments spent at the roadside station or tourism center
- Casual conversations with family, friends, or guides
The idea was for visitors to recall those fleeting moments every time they look at a small item in their hand. That sentiment led to the decision to use the accessible and intuitive format of a capsule toy machine.
Key Features and Benefits
1. Travel entertainment that transcends language barriers
Because capsule toy machines are an intuitively understood format, even international visitors who do not speak Japanese can participate easily. The sequence of "turn, out it comes, open it up" becomes a small travel event in itself, enjoyable regardless of age or nationality.
2. A portable "outdoor travel memory"
At ¥400 per turn, visitors can take home a compact item tied to the memories of uniquely Kitayama activities — camping, rafting, and log rafting — at an accessible price point.
3. Making "in-between moments" fun
The machine fills those brief gaps in a visitor's itinerary — waiting for check-in, waiting for a bus, or gathering before an activity — with a fun mini-activity for all ages.
Future Plans
During the rafting season, Kitayama Village welcomes not only domestic tourists but also many visitors from overseas. The company sees this capsule toy as a gateway for visitors to discover more about the village's nature, culture, and the "jabara" citrus, and plans to continue refining the lineup, refreshing designs, and exploring promotional partnerships going forward.
