It opened in April 2016 at the northern gateway to Miyazaki Prefecture, just two minutes from Kitaura Interchange on the Higashi Kyushu Expressway.
The Kita Urara Sea Market direct sales store offers fresh, locally caught seafood and agricultural products at reasonable prices, and many processed seafood products and souvenirs are on sale not only from Nobeoka City, but also from surrounding cities and towns such as Saiki City.