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Umaji Village

Little knownBarely documented in English. This is the kind of place the site exists for.

調査・執筆 Hinato

Umajiyuzuvillage brandingYasuda riverKochi

Photo: [email protected]… / Wikimedia Commons (CC BY-SA 3.0) · original

Umaji has about a thousand people, is ninety-six per cent forest, and is one of the best-known village brands in Japan. It got there through yuzu. In the 1980s the agricultural cooperative decided that selling raw fruit was a losing proposition and started processing instead — a ponzu in 1986, then in 1988 a honey-and-yuzu drink called Gokkun Umajimura, sold with photographs of the village itself and a deliberately rural voice. It has been in production for over thirty years.

The village is up the Yasuda river in the eastern mountains, was a forestry settlement served by a now-dismantled forest railway, and has an onsen, a cooperative processing plant that can be visited, and not much else. It is the standard case study in Japanese regional revitalisation, and it is also simply a very pretty valley with the smell of citrus in it.

基本情報

営業時間

Village accessible year-round | Individual facilities keep their own hours

定休日: Confirm individual facility rest days before travelling

料金

Free to visit | Onsen and products charged separately

ベストシーズン

November–December for the yuzu harvest | Summer for the river valley

滞在目安

Half a day including the drive

アクセス

アクセス情報

Umaji, Umaji, Aki District. Car recommended — up the Yasuda river valley from the coast in eastern Kochi. The cooperative's Yuzu no Mori processing plant can be visited and has a shop; there is also Umaji Onsen in the village. Confirm opening hours for individual facilities before travelling.

インサイダーガイド

**Visit the processing plant.** The cooperative's Yuzu no Mori site is where the products are made and has a shop. This is the thing the village is known for and it is not a museum — it is a working factory. **Yuzu harvest is late autumn.** November into December is when the fruit comes in and when the valley smells of it. **There is an onsen.** Umaji Onsen in the village, which makes a half-day out of the drive. **Understand why it is famous.** Umaji is the textbook case of a village that survived by processing and branding rather than by selling raw produce. Every rural revitalisation discussion in Japan cites it. **It is a long way up a valley.** Car only, and the road follows the river. Fill up on the coast.

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