Japan's Umaji Village brings The Taste Of Yuzu To Malaysia

By Christine Lim

KUALA LUMPUR, Feb 7 (Bernama) -- Malaysian yuzu fans will be able to enjoy the distinctive flavour and aroma of the Japanese citrus fruit, as yuzu products from Umaji Village in Kochi Prefecture, on Japan’s southern Shikoku island, are being brought to Malaysia for the first time.

Japan External Trade Organisation (Jetro) Kuala Lumpur senior director Tomohide Maeda said Jetro, in collaboration with the Umaji Village Agricultural Cooperative — which represents yuzu farmers in the village — is introducing a range of yuzu-based products for food seasoning and beverages.

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According to him, the citrus fruit carries cultural significance in New Year celebrations.

“The fragrance of yuzu is believed to have the power to ward off evil spirits. As such, yuzu is used in New Year dishes,” he told Bernama in an interview recently, in conjunction with the debut of Umaji Village’s yuzu products pop-up booth, which is open from Jan 26 to Feb 8 at Jaya Grocer in Sunway Pyramid.

Maeda highlighted that some of the products brought to Malaysia have obtained Halal certification, adding that yuzu and yuzu products from the Kochi Prefecture — Japan’s largest yuzu producer — were exported to 34 countries and regions in 2024, including Malaysia.

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In 2024, he said, companies from Kochi prefecture exported 193 million yen (100 yen: RM2.5) worth of food products to Malaysia, including Japanese tea, sake and sherbet.

“We are looking forward to expanding exports of yuzu-based liqueurs, sherbet and confectionery in the near future, and Jetro encourages companies to utilise the Japan-Malaysia Economic Partnership Agreement,” he said.

Meanwhile, Umaji Village Agricultural Cooperative’s sales office manager, Kazuhiro Iwasada said despite its small population of only 800 residents, the Umaji Village, located in the mountains of Kochi, is one of Japan’s largest yuzu producers.

“We aim to expand the range of organically-grown yuzu products from Umaji Village. The products are manufactured at a processing factory which produces yuzu-flavoured drinks, ponzu soy sauce and dressings, among others,” Iwasada said.

He added that yuzu products have tantalised the taste buds of chefs worldwide, and are widely used in many high-end hotels and restaurants in Europe, the United States (US), Thailand and Singapore.

Currently, yuzu-based products from the village are exported to countries such as the US, Mexico, Dubai, Australia, Thailand, Singapore, Shanghai and Hong Kong.

Iwasada said the focus is more on selling yuzu products derived from yuzu juice, rather than the fruit itself, as market demand is more on the taste and the quality of products.

“We aim to expand the range of yuzu products in Malaysia, including Halal-certified products, in supermarket stores and restaurants,” he added.

-- BERNAMA