Aroma Cafe Felicita, located in Fujito, Kurashiki City, is about a 20-minute drive from JR Kurashiki Station.
At first glance, it appears to be a stylish cafe in a good location, but when I first visited three years ago through a friend's introduction, I experienced a “fulfillment that goes beyond just being a stylish cafe.” Since then, I have been bringing friends and acquaintances to this special place.
Felicita celebrated its 8th anniversary in 2023. I was a bit surprised to see the announcement on Felicita's Instagram, thinking, “It has been there for 8 years!” Despite being not too far from my home, I had no idea about the existence of the cafe until it was introduced to me by a friend.
Friends I have brought have always exclaimed, “I had no idea there was such a place here!”
I will introduce the reasons for the fulfillment I felt when visiting the still “hidden gem” Felicita, as well as the current state of the cafe.
The Charm of Felicita
I will introduce an overview of Felicita's location, impressions from the menu, and finally, the thoughts of the chef about Felicita.
Location: By the Kurashiki River
Although it is somewhat suburban, it is not particularly difficult to access. However, since it is located one street back from the main road, you might pass by without knowing the cafe is there.
Located by the river, a relaxed atmosphere flows through the cafe, making it feel different from the bustling center of Kurashiki.
I learned from the map that the river flowing in front of the cafe is the “Kurashiki River.” Until then, I only had the impression of “the Kurashiki River in the Bikan Historical Area,” so I realized for the first time that the Kurashiki River flows through the region.
The cafe has large windows that allow you to see the outside scenery, and on beautiful sunny days when the shimmering water surface is stunning, or during the season when the wisteria in the trellis in front of the cafe is in full bloom, the terrace seats with a better view are also recommended.
The clientele seems to be mostly groups of women, but there is an atmosphere that allows you to spend time comfortably even alone. If you want to enjoy a slow and calm time, weekday mornings are the best time to visit.
On the day I visited for the interview, it was a weekday, but by lunchtime, it eventually became fully booked. Since the food menu ends when it runs out, I recommend making a reservation if you are concerned.
Additionally, there is a special space on the second floor for larger groups, such as those with children (reservation required for 3 or more people, consultation needed).
Menu: More than just delicious
What impressed me the most when I first visited was the “menu.” The “fulfillment that goes beyond just being a stylish cafe” I mentioned at the beginning refers to this.
Colorful and carefully crafted menu
There are other stylish cafes and cafes with delicious menus, but I am not a gourmet. I have been to cafes to some extent. But to be honest, I have never encountered a cafe where the “food is exceptionally delicious!”
On the day I first visited, I was excited when the order arrived because it looked so vibrant, but its true value was not clear until I started eating.
After starting to eat, I couldn't help but exclaim, “This menu is made with incredible care, isn’t it!?” But I couldn't articulate right away what was behind that feeling.
What is this feeling that exists “before deliciousness”?
I can backtrack to find the reasons.
The ease of eating the abundant vegetables. The exquisite seasoning that is not something you can taste in a typical household (at least I can't). The sense of detail in the side dishes that keeps you from getting bored until the last bite on a single plate...
However, I don't have much vocabulary to express gourmet experiences, so I can't quite convey it.
To put it more succinctly, it would be “eating out without any guilt despite being full.” Rather, it feels like “doing something good for your body by eating.” Even though there are many vegetables, you never feel tired of eating them. I often count the number of ingredients used while eating.
The care put into the sweets is equally impressive. I was once moved by the delicacy of the “parfait” (menu name at Felicita: parfait). At first glance, it appears to be a so-called “elegant amount,” but when you eat it, you get a sense of “fulfillment” that goes beyond mere satisfaction.
It seems that the menu changes depending on the season and the availability of ingredients, but every time I go, there are new encounters, which is also something to look forward to.
The menu content is regularly updated. As of January 2024, the parfait is currently not being offered.
Chef's Thoughts: Food I Want to Share with My Family
The chef of Felicita, Matsumoto Mayumi, has been involved in the cafe's establishment since 2015 as an opening staff member.
While working at the esthetic salon managed by the owner, “Kuuan Co., Ltd.,” the owner mentioned the idea of opening a cafe, which piqued her interest. Although she had no experience working in the food industry, she had a qualification as a nutritionist and had hoped to be involved in something related to “food” someday.
When I asked Matsumoto why the food at Felicita feels not only delicious but also “carefully made,” she replied...
“I think it’s because I make it with the thought of wanting to ‘share it with my family.’ So when I hear that now, I’m happy to know it’s coming through!”
The name “Felicita” means “happiness” in Italian, and the concept is that “eating is living.” The owner has a strong awareness of how to make people happy, and I resonate with that thought. Both the owner and I have the belief that we want customers to be happy through Felicita’s food and to feel true happiness.
In the early days of the establishment, we worked together, pondering, “What kind of food brings happiness?” and after several years of trial and error, we established the current foundation,” Matsumoto shared.
Creating Menus that Improve Health
Until now, Felicita has had a strong image of chicken dishes, but on the day of the interview, the menu featured pork from the brand “Rokuhaku Kurobuta.”
“The owner met someone who raises Rokuhaku Kurobuta and decided to source from them. They are raised in nature without feed containing antibiotics. That person also has the desire to leave good things for the next generation through food. It’s delicious, nutritious, and safe meat.”
"In this way, there are times when encounters with producers who share the same aspirations as the owner lead to new menu items."
"Additionally, starting from October 2023, we are also putting significant effort into confectionery. Since takeout is available, it seems great not only for enjoying at home but also as souvenirs."
"We are also developing menu items using rice flour, such as crepes and cookies. We want to incorporate healthy and more body-friendly options that are gluten-free and cater to allergies. We are not completely eliminating wheat, but rather offering it as one of the choices."
"What we eat can change our skin, affect our bowel movements, and the intestines that absorb food are connected to the brain, so I want to create food that is good for the body," she says.
As a place to connect relationships
Felicita has overcome the COVID-19 pandemic without closing or suspending operations, and in 2023, it celebrated its 8th anniversary.
"During the pandemic, we started takeout, opened a fried chicken shop at a different new location, and have been covering our bases by incorporating new businesses."
"As a restaurant, we are here because of the customers who come to us, so I am truly grateful for being able to continue."
"Year by year, customers have been saying, 'I want to bring my important people here' and 'I'll bring my friends again,' and I am happy that Felicita has become a place to connect relationships."
"Now that we have reached our 8th anniversary, we are exploring what more we can do for our customers."
Eat, heal your heart, and feel energized
"Recently, thanks to the posts from Instagrammers, we have seen an increase in young customers. Even without advertising or being in a prominent location, it seems that connections are being made from that passion, and it is spreading. I asked about the future of Felicita."
"I want to put more effort into branding the shop, which I had not strongly focused on until now. A consistent message is necessary to convey Felicita's feelings properly."
"Also, as more staff who are willing to work hard together have joined, I want to make it a place where everyone can enjoy working. I want Felicita to be a place where people feel happy for some reason when they come. I want them to eat, heal their hearts, and return feeling energized."
"I want it to be a place where even one person can come easily, and also a place that can create memorable moments with important people. I want to create a café that can spread happiness through food and connect people."
Conclusion
The origin of the "carefulness" I felt in Felicita's cooking comes from the chef's desire to "feed his family"...
It seems that telepathy was at play, as I was receiving that feeling (affection) through the food!? This became clear through the interview, and I felt a bit of a chill from this miraculous experience.
Chef Matsumoto is said to be concerned about the health of his daughter, who lives far away, and sends her homemade side dishes and bento frozen. However, he does not prohibit fast food or sweets; he is flexible. He continues this because he feels reassured as long as she can have a basic meal even once.
Hearing that story, I became even more convinced that Matsumoto's feelings for "food" are genuine and cherished. That is why it was conveyed to me.
This interview made me realize the power of "feelings" once again. Please feel that sentiment through your meal at Felicita.
Data of Aroma Café Felicita
| Name | Aroma Café Felicita |
|---|---|
| Address | 23-1 Amagi, Fujito-cho, Kurashiki City, Okayama Prefecture |
| Contact | 086-428-8833 |
| Parking | Available |
| Business Hours | Tuesday to Sunday, 10:00 AM to 4:00 PM Saturdays only, 6:00 PM to 10:00 PM |
| Regular Holiday | Monday |
| Payment Methods |
|
| Reservation Availability | Yes For reservations, please check the website. For direct access to café reservations, tap here |
| Seating | 1st floor: 10-12 seats Number of tables: 5 Number of counters: 1 Terrace seating available 2nd floor private room: 4 |
| Smoking | Completely non-smoking |
| Toilet | Western-style toilet |
| Childcare | Children's chair available |
| Barrier-free | Ramp available |
| Website | Aroma Café Felicita |
