The Japan News by The Yomiuri Shimbun
WHAT’S YOUR FLAVOR?
Decorative teas offer new blends, unique toppings
Going beyond the traditional choice of lemon or milk, a new trend sweeping tea salons these days is “decorative tea” — adding cute embellishments such as fluffy foam or fruit. There is even a cheese-flavored option, and the rainbow of colors makes them a hit with today’s Instagram generation of young people.
In Shibuya Ward, Tokyo, Fortuner Tea-Box opened in August as a specialty shop for “cheese tea.” A hefty helping of foam created from white cream cheese and fresh cream adorns the top of the tea. With prices starting at ¥460, there are eight varieties, including a slightly astringent milk tea with tapioca, and a refreshingly sweet orange tea.
According to Fortuner spokesperson Asuka Horiuchi, cheese tea has its roots in Southeast Asia and is particularly popular in China. “It’s been well received because it has a flavor similar to that of unbaked cheese cake,” she said.
A 17-year-old high school student from Toride, Ibaraki Prefecture, who has been making the rounds of decorative tea shops with friends, said beverages of that kind have become hot items on the internet. “They look so cute,” she said.
In October 2017, the Los Angeles-based Alfred Tea Room opened its first branch in Japan in the fashionable Omotesando area of Shibuya Ward. Its signature item is pink milk tea, starting at ¥750 before tax.
The color of the tea comes from beets and strawberries, with its flavor tailored to meet Japanese people’s taste buds with a natural sweetness.
Meanwhile, Kirin Beverage Co. opened a cafe in October called “Milk. Black. Lemon.” also in Shibuya Ward. The menu includes 18 items derived from the three types of tea that are used in the maker’s Kirin Gogo no Kocha (afternoon tea) series. Among the specialized offerings, which also have distinctive looks, is Bubbly Lemon (¥450 before tax), a tea and soda combination adorned with slices of lemon and lime.
“Of course, the taste is important, but we also thought about how to present it in a pretty way,” said Momoko Azuma of Kirin’s marketing department. “We hope that these items will give the younger generation a chance to enjoy tea.”
Decorative tea shops have been opening one after the other in the past year or so.
“By going to family restaurants and convenience stores from the time they are little, the younger generation has become used to global flavors, and that makes it easier to be open to new tastes developed overseas,” said Shuntaro Kumazaki, a blender of the Les Feuilles Bleues brand who has also written books on tea.
“Being fermented, black tea can work in harmony with almost any ingredient, making it possible to further expand the menu of decorative teas.”