Interview with Miki Morita, Chair of the Kurashiki Afternoon Tea Executive Committee
How Kurashiki Afternoon Tea came about
Could you tell us how Kurashiki Afternoon Tea came about?
Morita
It began with the desire to change the situation in which many people who visit Kurashiki during the day stay overnight in neighboring prefectures.
We came up with the idea to introduce people to the appeal of Kurashiki’s food, encourage them to stay a little longer, and make it easy for younger generations to visit Kurashiki.
We want people to take their time in Kurashiki, so participating venues must offer either two drinks or tea served in a pot.
After the crowdfunding campaign
Could you tell us about some of the challenges you faced with the crowdfunding campaign to keep Kurashiki Afternoon Tea going?
Morita
It was April 2020, when the state of emergency was declared, so it was difficult to ask people to support us through crowdfunding.
It was our first crowdfunding campaign, and we didn’t know what to prepare, where to start, or how to promote it, so it was worrying and challenging.
We wanted to make our supporters happy, so we added rewards such as assortments of frozen cakes and tea sets that people could enjoy at home. People told us, “The rewards are so generous,” and we received a lot of support from outside the prefecture, too.
In the end, we exceeded our target of 1.59 million yen, raising approximately 1.99 million yen in support.
We are truly grateful to have received so much support during such a difficult time.
The funds raised will go toward creating a website, photography, reward items, and preparations for the next event this winter.
Now that the crowdfunding campaign is over, how do you feel?
Morita
We were able to exchange messages directly with our supporters, and they often ended up encouraging us.
Some people sent messages of support saying, “I look forward to it every year,” or, “I’ll visit Kurashiki once things settle down.” Others even made additional contributions.
It made me truly happy when supporters told us, “I’m glad you reached your goal.”
It was a heartwarming crowdfunding campaign.
From municipal to private-sector management: the future of Kurashiki Afternoon Tea
As chair of the Kurashiki Afternoon Tea Executive Committee, what roles and duties do you have?
Morita
My main work is administrative. I coordinate the crowdfunding campaign, send out the rewards, and compile the content for the official website.
Whenever we need to make a decision, I always discuss it with the executive committee members. I think I’ve been able to keep going as chair because I’ve had my fellow committee members by my side.
This is the first Kurashiki Afternoon Tea event since management shifted from the municipal government to the private sector. Has anything changed?
Morita
Nothing has changed significantly.
However, we’re planning to try initiatives that weren’t possible before and that can be undertaken by a private organization.
We’d like to increase the number of participating venues going forward.
We’re also holding a photo contest, as we have in the past.
Follow Kurashiki Afternoon Tea on Instagram or Twitter, then, during the Kurashiki Afternoon Tea event period (July 20–September 30, 2020), post photos of your afternoon tea experience with the hashtags “#倉敷アフタヌーンティー” and “#倉敷フルーツ部.”
We have some lovely prizes from participating venues. We look forward to seeing your photos.
▼ Kurashiki Afternoon Tea on social media
COVID-19 infection prevention measures
What measures are being taken to prevent the spread of COVID-19?
Morita
Some venues have reduced the number of seats to prevent crowding, and some have installed acrylic partitions.
Reservations are required at all venues, and they also limit the number of guests.
The measures vary from venue to venue.
A message to those taking part in Kurashiki Afternoon Tea
Finally, could you share a message for Kurashiki Afternoon Tea fans and those taking part?
Morita
The summer 2020 event is being held during the COVID-19 pandemic. If you’re unsure about taking part, please contact the participating venue to ask about its COVID-19 measures.
We want to make this an even better event so that our guests can take part with peace of mind.
Come and enjoy a little luxury and savor seasonal fruit. We look forward to seeing you.
From the Writer
I take part in Kurashiki Afternoon Tea every year, and each time I discover something new.
I’m delighted and surprised time and again, thinking, “I didn’t know peaches could be this sweet and delicious,” and, “I had no idea such a lovely place existed.”
The summer 2020 Kurashiki Afternoon Tea will be the first event managed by the private sector, driven by the shared passion of participating venues to “bring everyone together to make Kurashiki thrive.”
Why not take part and savor the delicious offerings Kurashiki has to offer?
Kurashiki Afternoon Tea details
| Name | Kurashiki Afternoon Tea |
|---|---|
| Dates | July 20–September 30, 2020 |
| Location | Kurashiki City |
| Participation fee (tax included) | ¥1,650–¥5,700 (tax included) *Varies by venue |
| Website | Kurashiki Afternoon Tea |
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