Do you know about the event called "Kurashiki Afternoon Tea", where you can enjoy meals made with fresh fruits from Kurashiki and Okayama at restaurants in Kurashiki?
The Kurashiki Afternoon Tea event started in the summer of 2015.
From the following year, 2016, it has been held twice a year in summer and winter. Initially, there were 9 participating stores mainly in the Bikan Historical Area, but in the winter of 2020, the number of participating stores reached a record high of 27.
A photo contest was held, and with the spread of Instagram, it became known even outside the prefecture.
However, the event ended on March 15, 2020, much to everyone's regret.
With a strong desire to "continue the Kurashiki Afternoon Tea and invigorate the community", an executive committee was established to continue the event.
Miki Morita, the chairperson of the executive committee, and Koichi Kobayashi from kobacoffee, which is also a participating store and a member of the executive committee.
We will introduce the story of their challenge to crowdfunding and their desire to invigorate the community!
The crowdfunding for the Kurashiki Afternoon Tea achieved its goal on April 20, 2020, and ended on April 30.
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What is Kurashiki Afternoon Tea?
Afternoon tea is an elegant tea party that originated in England, where light meals and sweets are enjoyed along with tea.
Inspired by this afternoon tea, the Kurashiki Afternoon Tea, incorporating the essence of Kurashiki, started in the summer of 2015 (from July 10 to September 30).
The Kurashiki Afternoon Tea allows you to enjoy fresh fruits from Kurashiki and Okayama in a slightly luxurious way.
From the following year, 2016, it became an event held twice a year, in summer and winter.
The summer Kurashiki Afternoon Tea features grapes or peaches.
The winter Kurashiki Afternoon Tea always includes strawberries and warm dishes.
With the desire for guests to spend a relaxing time in Kurashiki, all stores offer drinks with "2 cups included or free refills or served in a pot".
The presentation is also very luxurious, with items stacked in two or more tiers!
Prices vary by store, but are expected to range from 1,650 yen to 4,000 yen (including tax).
I want to continue Kurashiki Afternoon Tea. Challenge to crowdfunding
When the Kurashiki Afternoon Tea started in 2015, the planned duration was 3 years under the guidance of the government.
However, as the end of the third year approached in 2017, many people evaluated that "it would be a waste to stop when interest and popularity are rising," and an additional 2 years were decided.
Then, the winter of 2020 marked the fifth year, and finally, government support was withdrawn.
Upon learning of the end, fans of the Kurashiki Afternoon Tea expressed their desire for it to continue, saying, "We want it to last longer!"
At the time of the event's launch, a private executive committee for the Kurashiki Afternoon Tea was established, led by Miki Morita, who was involved as a staff member of the Kurashiki Tourism Convention Bureau.
The other members of the executive committee are as follows:
- kobacoffee: Koichi Kobayashi
- Candle Taku Watanabe Residence: Ryoji Inoue
- Kurashiki Momoko: Atsuro Kusudo
- 72cafe: Shinya Fujiwara
With the withdrawal of government support, they decided to challenge crowdfunding for the summer 2020 event.
Crowdfunding is a coined term that combines "crowd" and "funding," and it is a system where individuals can raise funds for their activities or dreams by sharing their ideas online and attracting support from those who resonate with them.
First, I asked Koichi Kobayashi, the owner of kobacoffee, who has been participating since the launch of the Kurashiki Afternoon Tea, about his thoughts and challenges regarding the event.
The crowdfunding for the Kurashiki Afternoon Tea achieved its goal on April 20, 2020, and ended on April 30.
Interview with Koichi Kobayashi, owner of kobacoffee
The reason for participating in Kurashiki Afternoon Tea
I heard that kobacoffee has been participating in the Kurashiki Afternoon Tea since it started in 2015.
What was the reason for your participation?
Kobayashi
At that time, I was approached by Miki Morita, who was a staff member of the Kurashiki Tourism Convention Bureau, saying, "We are thinking of a new project, and we want to do an afternoon tea." That was the beginning.
I agreed with the intention of the project to invigorate the community and raise awareness among customers from outside the prefecture, and decided to participate.
About the commitment and challenges of kobacoffee's Kurashiki Afternoon Tea
I think it started with a lot of trial and error.
Can you tell us about the challenges you faced and the commitment of kobacoffee's Kurashiki Afternoon Tea?
Kobayashi
At first, I consulted with Kurashiki Sakuyo University, with whom I had a relationship, and asked students to come up with afternoon tea menu ideas during their classes. We created the menu through multiple trials.
The cream puff shaped like a swan, which symbolizes the Bikan Historical Area, has been a consistent item since the beginning in 2015.
Since I had been running a coffee-focused shop, I struggled to find a balance with things I had never done before, including my employees.
I learned how to handle peaches and grapes, which I had never offered in the shop before.
I thought about the menu every time, saying, "Next, let's try this, let's try that."
The benefits of participating in Kurashiki Afternoon Tea
Can you share what you felt was good or rewarding about starting the Kurashiki Afternoon Tea?
Kobayashi
Previously, we accepted same-day reservations for the Kurashiki Afternoon Tea, and half of the guests who came to the event were from outside the prefecture.
I was happy to see guests from outside the prefecture who ordered on the spot.
Additionally, there were guests who came with their mothers, as daughters who moved to Okayama for work or school enjoyed afternoon tea together.
It was great to see not only guests from Kurashiki City but also those from outside the prefecture enjoying it.
I also think that being able to promote Okayama-grown fruits is one of the charms of the Kurashiki Afternoon Tea.
The background of the decision to continue Kurashiki Afternoon Tea
What made you decide to continue the Kurashiki Afternoon Tea?
Kobayashi
When it was said that the winter of 2020 would be the last, many people exclaimed, "What!?"
Some stores can hold afternoon tea independently.
However, if possible, doing it together at the store leads to better customer attraction.
If it can continue, I thought I would like to try it.
Also, I said I would cooperate if Morita-san was the chairperson (laughs).
About the returns for the crowdfunding to continue kobacoffee's Kurashiki Afternoon Tea
Can you tell us about the return for the crowdfunding to continue kobacoffee's Kurashiki Afternoon Tea, "Let's create a one-of-a-kind coffee at a traditional house café!"?
Kobayashi
First, we will teach how to brew coffee once or twice, and it will be an experiential return where you can blend the coffee we use in our shop as you like.
We plan to create three blends and allow participants to take one of their favorites home as a souvenir.
Each person's unique characteristics will emerge, such as "awakening coffee" or "my blend coffee."
Through this experience, I hope it will be an opportunity to create coffee that suits each person.
If there are requests, we also hold coffee classes to let you enjoy the fun and deliciousness of coffee, so please feel free to inquire.
Thoughts on Kurashiki Afternoon Tea
Finally, please share your thoughts on the Kurashiki Afternoon Tea.
Kobayashi
I hope it becomes an event where customers from outside the prefecture can casually say, "Let's go to Kurashiki for afternoon tea!"
I would be happy if Kurashiki Afternoon Tea could be a catalyst to invigorate the region.
Interview with Miki Morita, Chairperson of Kurashiki Afternoon Tea Executive Committee
The Origin of Kurashiki Afternoon Tea
I understand that you were involved in the launch of Kurashiki Afternoon Tea, Ms. Morita.
What was the background that led to the start of this event?
Morita
It all started when the Kurashiki Tourism Division and the Kurashiki Convention Bureau asked members in their 20s and 30s to plan an event that embodies the "character of Kurashiki."
We gathered as members to discuss, but we couldn't come up with anything good.
During the discussion, I heard someone say, "I recently had afternoon tea! It was amazing and I was so moved!" and that gave us a hint.
We thought, "That sounds good!" When we think of Kurashiki, we think of fresh peaches and grapes.
Until then, even though we were a production area, there hadn't been an opportunity to eat them fresh, so we planned the event with the condition of using fresh peaches and grapes.
Challenges Faced While Organizing Kurashiki Afternoon Tea
What kind of difficulties did you face?
Morita
The first year was definitely the hardest.
We started from the point where we didn't even know what "afternoon tea" was.
I had to explain to the shop owners what afternoon tea was and get them to buy serving tables.
It was an event where we didn't know if customers would come, so I can't thank the shops enough for agreeing to support our desire to invigorate Kurashiki.
The Driving Force Behind Conveying the Charm of Kurashiki
Could you share how you started working in tourism in Kurashiki and began sharing the charm of Kurashiki on your personal social media?
Morita
Originally, I wasn't interested in Kurashiki, where I was born and raised, and I went to university outside the prefecture.
However, during my university years, I noticed that many things were disappearing.
Long-established shops were closing, and the local shopping district was becoming increasingly desolate.
My grandparents ran a small bookstore in town.
They decided to close the shop just as I was starting my job search.
I thought that if I took over, the bookstore would remain, but at that time, I didn't have the confidence to run a bookstore, so I didn't take it over.
But if I had mustered the courage then, the bookstore wouldn't have closed.
I thought the town would become lonely again, and that regret has become my driving force now.
I don't want to lose even one light in the town; I want to work for Kurashiki, so I joined the Kurashiki Convention Bureau.
Traveling abroad is my hobby, and I often go overseas, but when I walk through the Bikan Historical Area again, I think, "This place is also great."
I started to want more people from around the world to know the charm of Kurashiki.
Of course, I want tourists to come, but I also want more locals from Kurashiki to visit the Bikan Historical Area.
How I Became the Chairperson of Kurashiki Afternoon Tea
Please tell us how you became the chairperson of Kurashiki Afternoon Tea.
Morita
The government support was cut off in the winter of 2020, and we had no choice but to do it privately, but I was the only one who knew about Kurashiki Afternoon Tea in the private sector (laughs).
Of course, there were fans of Kurashiki Afternoon Tea, but what was most significant was when the shops providing it said, "It would be a waste to let this end."
During the period of Kurashiki Afternoon Tea, I heard that everyone was busy and struggling.
But the fact that they wanted to continue despite the difficulties, driven by the desire to invigorate Kurashiki, encouraged me.
If there is something I can do, I want to do my best, so I established the private Kurashiki Afternoon Tea Executive Committee.
Crowdfunding to Continue Kurashiki Afternoon Tea
Please tell us about the crowdfunding to continue Kurashiki Afternoon Tea.
Morita
First, we will prepare for the summer 2020 event.
Not just for one summer, but we will continue in winter 2021 and the following summer.
We aim to hold the event twice a year, in summer and winter, for three years.
The funds raised through this crowdfunding will be used to complete the event website and to implement the event.
Thoughts on Kurashiki Afternoon Tea
Finally, please share your thoughts on Kurashiki Afternoon Tea!
Morita
I might overlap with Mr. Kobayashi from Koba Coffee, but I want Kurashiki Afternoon Tea to become a brand that people can enjoy when they come to Kurashiki.
I want to break the situation where people coming from outside the prefecture say, "I don't know what to eat in Kurashiki."
For that reason, I appreciate your support!
In Conclusion
Kurashiki Afternoon Tea is an event that I also love.
During the interview, I heard a passionate desire to let those who have never experienced Kurashiki Afternoon Tea know more about the culinary charm of Kurashiki, not only in the Bikan Historical Area but also through shops in Tamashima and Kojima.
I hope the desire to invigorate Kurashiki reaches as many people as possible.
