Iyoshi Cola: Taste the World's First Plant-based Craft Cola in Japan

A Cola Fan Becomes a Cola Craftsman

Picture courtesy of IYOSHI COLA

"Since I don't drink alcohol, I used to drink cola during company parties. The more I drank this carbonated beverage, the more I began to like it."

These are the words of Mr. Kobayashi, who shares that the best part of any overseas trip is sampling cola from each country. He traveled the world on a cola pilgrimage and taste-tested over 30 varieties of cola!

One day, he came across an internet article that featured a Coca-Cola recipe from 135 years ago. This was quite a surprise because Coca-Cola recipes are normally a closely guarded secret.

Excited by this discovery, Mr. Kobayashi purchased all of the ingredients in the recipe and started his research. Eventually, he decided to create his own personal cola brand.

Making Use of His Grandfather's Workshop

Mr. Kobayashi drank his handcrafted cola for about two years, but wasn't fully satisfied with its flavor.

Around that time, he received news that his grandfather, Ryotaro Ito, had passed away. His grandfather had owned and operated a traditional Chinese plant medicine shop (Iyoshi Yakko).

Mr. Kobayashi recounted how, when the family got together to clean up the shop, they found various recipes and tools. It then occurred to him that this could be an ideal space for making cola.

This flash of inspiration prompted him to begin making cola with his grandfather's recipes and tools. Mr. Kobayashi's office colleagues also tasted his new products, giving the new beverage rave reviews.

This was when Mr. Kobayashi decided to re-launch his business from this old shop—a place filled with memories of his grandfather.

Selling Cola From a Food Truck

Picture courtesy of IYOSHI COLA

Mr. Kobayashi began selling his craft cola from a food truck painted in turquoise blue with a kingfisher logo. He parked the vehicle at a farmer's market near Tokyo's Omotesando district. The cola proved to be a hit, selling out within a few hours on opening day. Even today, he continues to receive positive feedback from customers.

He revealed, "It makes me happy when I can see someone enjoying a drink I made."

Picture courtesy of IYOSHI COLA
Despite their delicious taste, traditional cola drinks are generally viewed as unhealthy. Iyoshi Cola is made with all natural ingredients, and is characterized by a refershing taste that's a bit different from other fizzy drinks.

Opening His First Store On a Cherry-Tree-Lined Street

15 minutes from Takadanobaba Station you'll find the banks of the Kanda River, surrounded by cherry blossoms in spring. After renovating his grandfather's shop, Mr. Kobayashi opened his first Iyoshi Cola retail store here in 2020.

When he began selling cola from his food truck, the concept of craft cola wasn't well known. Most of the customers who bought beverages were passers-by.

After Mr. Kobayashi opened his retail shop, customers began visiting from across Japan. When the shop is closed, people often buy cola from the vending machine outside.

Picture courtesy of IYOSHI COLA

The shop is only open on weekends and national holidays. During the week, Mr. Kobayashi devotes himself to cola research and production.

On the shop premises, you'll find two types of handcrafted cola for sale.

One is an original craft cola called THE DREAMY FLAVOR (500 yen after tax), made with cola syrup, soda water, lemon, and a touch of black pepper. The other is MILKOLA®︎ (600 yen after tax), a delicious beverage made by mixing the syrup with soda water and milk.

Our writer sampled THE DREAMY FLAVOR, a fan favorite. The refreshing taste features a delicate spiciness and citrus scent. You'll definitely get hooked on this carbonated concoction!

Picture courtesy of IYOSHI COLA

The store also sells Iyoshi Cola's signature syrup. One of these concentrated syrups, called THE JAPAN EDITION, incorporates Japanese-style ingredients. Customers can enjoy the taste of Iyoshi Cola at home with these bottled blends.

Picture courtesy of IYOSHI COLA

Iyoshi Cola's "Magical Syrup" is based on a 100-year-old original recipe. To create the blend, Mr. Kobayashi uses kola nuts imported from West Africa and more than 12 different spices, including cardamom and nutmeg. Sweet and sour citrus fruit is also blended in the mix to give it a gentle taste.

Iyoshi Cola can be enjoyed by mixing the syrup with soda water, alcohol, or even pouring it over ice cream!

Craft Cola Magical Syrup
1,200 yen (100ml), 2,750 yen (250mlz9, 6,300 yen (720ml)

Magical Syrup THE JAPAN EDITION
1,300 yen (100ml)

*All prices include tax

Iyoshi Cola Honten Shimo Ochiai

3-4-4-2 Takadanobaba, Shinjuku-ku, Tokyo 169-0075

Iyoshi Cola's Second Store Opens in Shibuya

Iyoshi Cola opened its second store on April 29, 2021 along Cat Street, a pedestrian alley joining Harajuku and Shibuya.

The shop's interior has a fantasy-like design that will have you feeling like you're in outer space. There are also counter seats where you can enjoy a beverage inside the store.

When asked about his future goals, Mr. Kobayashi explained that he wants to become Japan's main cola brand. He's also making steady progress towards his dream of opening a shop in New York.

Iyoshi Cola Shibuya store

5-29-12 Jingumae, Shibuya-ku, Tokyo 150-0001

In cooperation with IYOSHI COLA
Main image courtesy of IYOSHI COLA