"Afternoon Luxury" Rooted in Japan - The Spread of Afternoon Tea Culture -

The soft aroma of steaming tea, gorgeously presented sweets and savory dishes, and quiet time. Afternoon tea was once a symbol of the social culture of the British upper class. However, in recent years in Japan, it has gone beyond that and evolved into a widely loved culture, as a seasonal event, a way to reward yourself, or a special time to spend with loved ones.


◆ The beginning of afternoon tea in Japan Afternoon tea is said to have been introduced to Japan after the Meiji Restoration. During a time when there was a strong desire for Western culture, Western-style tea culture gradually took hold, and the custom of enjoying tea in hotels and Western-style mansions took root.

After that, afternoon tea didn't really take off until the late 1990s. Luxury hotels in Tokyo began offering seasonal afternoon tea sets, and the beautiful, photogenic presentation and extraordinary feel of the meal became popular, especially among women.


◆ A uniquely Japanese twist <br>Japanese afternoon tea goes beyond the traditional British style and has evolved in its own way, incorporating seasonal ingredients and Japanese elements. It features sweets made with cherry blossoms and matcha, and savory dishes with hints of miso and soy sauce, all of which are designed to suit Japanese tastes.

In addition, we are now seeing menu developments in response to the growing health consciousness, such as gluten-free, low-sugar, and vegan options, just like our restaurant. These arrangements can be said to reflect the Japanese sensibility of being conscious of health and beauty.


◆ Afternoon tea becomes an "experience" Afternoon tea is shifting from being simply a meal to being an "experience." A theme park-like worldview, artistic presentation, and harmony with music and interior design. Add to that the elements of "hospitality" and "spatial design," and it is quickly becoming established as a kind of entertainment to be enjoyed with all five senses.

In recent years, there have been many "limited-time" afternoon teas that are collaborations with seasons or brands, and reservations often fill up quickly after being announced on social media.


◆ Creating "space" in a busy everyday life <br>Japanese people tend to be busy and overwhelmed by their daily lives. Perhaps this is why the culture of "spending time elegantly" like afternoon tea has been so deeply accepted in modern Japan. It is not just a luxury, but a time to face yourself and settle your mind - it truly gives you "space."

・For more information on Afternoon Tea at BEYOND SWEETS Omotesando store, click here>>