Interview with Miki Morita, Chairperson of the Kurashiki Afternoon Tea Executive Committee
The background of the birth of Kurashiki Afternoon Tea
Please tell us about the background of the birth of Kurashiki Afternoon Tea.
Morita
Many people who come to Kurashiki for sightseeing during the day stay overnight in neighboring prefectures, and I wanted to change that situation somehow.
I planned this to let people know the charm of Kurashiki's food and to encourage them to stay longer, as well as to make it easy for younger generations to come to Kurashiki.
I want them to relax in Kurashiki, so we have conditions such as providing two drinks or serving in a pot.
After completing the crowdfunding
Can you tell us about the difficulties you faced during the crowdfunding to continue Kurashiki Afternoon Tea?
Morita
It was during April 2020 when the state of emergency was declared, so it was difficult to ask for support through crowdfunding.
Since it was my first crowdfunding experience, I was anxious and had a hard time figuring out what to prepare, where to start, and how to promote it.
I wanted to make those who supported us happy, so I added returns such as a set of frozen cakes to enjoy at home and a tea set. People said, "The returns are luxurious," and we received a lot of support from outside the prefecture.
In the end, we exceeded our target fundraising amount of 1.59 million yen, gathering about 1.99 million yen in support.
I am truly grateful for the support we received during such a difficult time.
The funds raised will be used for website creation, photography, return items, and preparation funds for the next winter event.
Please share your feelings after completing the crowdfunding.
Morita
I was able to directly exchange messages with those who supported us, and I was often encouraged in return.
Some people sent messages from outside the prefecture saying, "I look forward to it every year," and others provided additional support.
I was really happy to hear from supporters, "I'm glad we achieved this."
It was a heartwarming crowdfunding experience.
From public administration to private operation. Future of Kurashiki Afternoon Tea
As the chairperson of the Kurashiki Afternoon Tea Executive Committee, what roles and tasks do you have?
Morita
My main job is administrative work. I coordinate the crowdfunding, ship returns, and compile the content for the official website.
Whenever there is a decision to be made, I always consult with the executive committee members. I believe I have been able to work hard as chairperson thanks to the support of my fellow members.
This will be the first Kurashiki Afternoon Tea operated by the private sector instead of the government. Have there been any changes?
Morita
There haven't been any particularly significant changes.
However, I am planning to challenge initiatives that have not been possible until now due to being privately operated.
In the future, I would like to increase the number of participating stores.
Additionally, we will continue to hold a photo contest as before.
Please follow the Kurashiki Afternoon Tea's Instagram or Twitter and post photos of your experience participating in the afternoon tea with the tags “#KurashikiAfternoonTea” and “#KurashikiFruitClub” during the event period (July 20, 2020 - September 30, 2020).
We have wonderful prizes prepared for the participating stores. I look forward to seeing everyone's photos.
▼ Kurashiki Afternoon Tea's SNS
Measures against COVID-19
What measures are in place for COVID-19?
Morita
Some stores have reduced the number of seats to avoid crowding and have installed acrylic panels.
All stores require reservations, and there are limits on the number of people.
The measures vary by store.
For those participating in Kurashiki Afternoon Tea
Finally, please give a message to the fans and participants of Kurashiki Afternoon Tea.
Morita
The summer of 2020 will be an event held during the COVID-19 pandemic. If you are unsure about participating, please inquire with the participating stores about their COVID-19 measures.
We want to create a better event so that customers can participate with peace of mind.
Please come and enjoy a slightly luxurious time tasting seasonal fruits. Thank you!
Conclusion
The author participates in Kurashiki Afternoon Tea every year and discovers something new each time.
I am continuously delighted by surprises such as, "Peaches can be this sweet and delicious," and "I didn't know there was such a wonderful store."
With a shared passionate desire among the store owners to "promote Kurashiki together," the summer of 2020 will mark the first privately operated Kurashiki Afternoon Tea.
Why not participate to taste the delicious charms of Kurashiki?
Data on Kurashiki Afternoon Tea
| Name | Kurashiki Afternoon Tea |
|---|---|
| Event Dates | July 20, 2020 - September 30, 2020 |
| Location | Within Kurashiki City |
| Participation Fee (including tax) | 1,650 yen - 5,700 yen (including tax) *Varies by store |
| Website | Kurashiki Afternoon Tea |
