Kurashiki Afternoon Tea Executive Committee: The Journey So Far and Thoughts for the Future
The interview features content from the initial coverage conducted in December 2021.
How did Kurashiki Afternoon Tea begin?
Morita
Now, many locals enjoy it, but it was originally conceived as an event to help tourists enjoy Kurashiki even more.
When you think of Okayama, you think of fruits. Although a lot of grapes and peaches are produced, there weren't many places to eat them in the Bikan Historical Area. Desserts served on a single plate are common everywhere, so we were thinking about how to create something impactful.
During such a time, someone casually mentioned, "I had afternoon tea the other day."
When I searched the internet on the spot, I found pictures of sweets arranged on tiered plates and thought, "Wow! This looks great!" and we got excited.
Image provided by Kurashiki Afternoon Tea Executive Committee
Not only can you enjoy fruits, but it also creates a "moving experience," so it seemed perfect.
Since its start in 2015, Kurashiki Afternoon Tea has ensured that in summer, you can always enjoy grapes or peaches, and in winter, strawberries and warm dishes. The focus is on using fresh, local Okayama fruits somewhere in the menu.
Additionally, the rule of "2 drinks included or free refills or served in a pot" has not changed since the beginning.
For example, at Candle Table Watanabe-tei, you can enjoy your meal while being surrounded by a candlelit atmosphere. To fully enjoy that time, one drink is not enough, right?
And, because we want to preserve this moving experience, we hold a photo contest on social media every time.
How has it been for Inoue, the manager of Candle Table Watanabe-tei, which participates in Kurashiki Afternoon Tea?
Inoue
Candle Table Watanabe-tei opened in December 2014 and has participated in Kurashiki Afternoon Tea since its first summer in 2015. However, I became the manager in 2016, so I wasn't very involved in the first event.
From what I've heard, the person in charge at that time was quite strict, saying, "There's no way this will catch on," when invited by Morita to participate in Kurashiki Afternoon Tea.
Morita
I think I visited several times. In fact, many shops had similar responses.
They were unfamiliar with afternoon tea, and even when we asked them to participate, they didn't immediately say, "Yes."
Preparing equipment and considering the menu would also be a significant burden for the shops.
Inoue
However, as the years have passed, more customers have come to our shop with the image of "afternoon tea."
To avoid disappointing those who think, "Oh, it's not available this season," we even created our own afternoon tea menu during the autumn and spring when Kurashiki Afternoon Tea is not held. I've heard that other shops have also started offering afternoon tea year-round.
The menu itself is constantly evolving.
Until around 2016, our menu was mainly dessert-focused, but since our operating hours are from 11:30 AM to 2 PM, we changed it to half meal and half dessert.
Now, we have established a style that includes appetizers, soup, a choice of meat or fish main dishes (with options for both or a beef fillet course), and 10 desserts. Each menu is changed every year and every season, with the chef and patissier brainstorming together.
To ensure that guests have a relaxing time, we offer free refills on coffee and tea.
Some guests have had around 8 cups!
Please tell us about the changes since the establishment of the executive committee and privatization in the spring of 2020. The COVID-19 pandemic also overlapped, didn't it?
Morita
First, the crowdfunding challenge was achieved with a larger amount than expected, which was truly appreciated. It showed us that there are many fans, and we received a lot of support, which was very encouraging.
Additionally, local businesses helped us, and we felt the expectations for Kurashiki Afternoon Tea deeply.
At the same time, the pandemic made dining out a precious experience. Although there were anxieties, thanks to everyone's cheers, we were able to get through it.
In 2020, the number of meals served significantly dropped, but surprisingly, in the summer of 2021, we were able to serve more than in 2019.
With fewer opportunities to dine out or go drinking at night, perhaps more people thought, "Let's have a luxurious lunch." There are also shops where you can dine alone, and the ability to enjoy it with a small number of people rather than a large group seems to have contributed as well.
Unfortunately, some shops had to close, but many others are working hard to stay open.
Image provided by Kurashiki Afternoon Tea Executive Committee
Inoue
I feel that the customer base has changed as well.
Our shop used to attract many customers from outside the prefecture, but now, perhaps due to increased local recognition, we have seen an increase in reservations from within the prefecture.
That said, there are still customers who come from Tokyo, Osaka, and Kagawa every season.
Morita
Fans of the shop have become fans of afternoon tea, and vice versa. This expansion is delightful.
I hope that Kurashiki Afternoon Tea becomes one of the dining options in Kurashiki, or rather, a "standard."
Since privatization, we have also been taking on new challenges.
One of them is the stamp rally.
There are even people who have visited 10 shops in one season! Many people visit more than 2 shops in a season.
It's nice to see such things becoming visible.
Additionally, we teamed up with Japan Travel to create a travel plan that includes Kurashiki Afternoon Tea. This is the first time such a brochure has been created.
Since winter 2022, we have started the Ambassador System.
As a perk, we offer pair meal vouchers that can be used at some participating shops, opportunities to see the menu being photographed, and participation in meetings with the operating members.
We hope to grow Kurashiki Afternoon Tea together with the fans who support us.
My personal dream is to hold an event like a market.
Various shops would gather in one place, and customers would go around creating their own original afternoon tea.
Image provided by Kurashiki Afternoon Tea Executive Committee
I can feel the love for Kurashiki Afternoon Tea from both of you. How would you like customers to enjoy it?
Morita
I hope they enjoy the atmosphere of the shop and the service, the very time they spend eating.
I want them to find their favorite shop and become fans of it. And if possible, I hope they also become fans of afternoon tea.
Also, I want them to come back multiple times. Since the menu changes every time, you can enjoy it with a fresh feeling over and over again.
Inoue
I think we need to continue providing something that exceeds the expectations of both new and returning customers.
Our chef and patissier both say, "Don't look back" and are full of motivation.
There was a time when we proposed a revival of a popular menu we had offered in the past, but they insisted, "We will keep introducing new items!" and "We will continue to deliver the best at all times!" It seems they find great satisfaction in creating recipes.
Morita
There was such a dialogue behind the continuously evolving menu!
Just looking at the photos makes me feel "Wow!" and happy, but when you actually come to the shop, you realize, "There was this much," and "It's incredibly delicious," which brings multiple times the excitement.
There are also shops where you can dine alone, so I think it's easy to visit even by yourself.
I hope many different people will come and visit.
Conclusion
After hearing your stories, I realized that the passionate feelings for Kurashiki Afternoon Tea are spreading rapidly among the executive committee, shop owners, and customers.
At Kurashiki Afternoon Tea, you can enjoy desserts and meals adorned with Okayama fruits at wonderful shops unique to Kurashiki.
I also secretly enjoy "solo Kurashiki Afternoon Tea" as a little reward for myself from time to time.
Where should I go next...? Just looking at the pamphlet makes me swoon, but please make a reservation and visit!
Data on Kurashiki Afternoon Tea
| Name | Kurashiki Afternoon Tea |
|---|---|
| Dates | Summer 2026 July 1, 2026 - September 30, 2026 |
| Location | Within Kurashiki City |
| Participation Fee (including tax) | Price (including tax) 2,475 yen - 6,000 yen Varies by shop |
| Website | Kurashiki Afternoon Tea |
