Afternoon tea to enjoy casually
Posted by WATANABETAIGA
The History of Afternoon Tea
Because the custom of afternoon tea originally spread from upper-class social gatherings during the Victorian era, it inevitably carries an image of being somewhat exclusive.
British afternoon tea began around 1840 when Anna Maria Russell, the wife of the 7th Duke of Bedford, entertained her female guests with tea and cakes while the male guests enjoyed hunting.
After that, it spread rapidly among the upper class, centered around Queen Victoria at the time.
For more details, please refer to this blog post.
From the Upper Class to More People
In the latter half of the 19th century, the middle class, who had rapidly gained economic power due to the Industrial Revolution, admired afternoon tea as a symbol of high society, and the custom spread among the middle class as well.
Furthermore, London hotels began offering afternoon tea services where guests could be served surrounded by beautiful furnishings without the need for a grand mansion or servants, making it possible to enjoy afternoon tea casually.
In the 20th century, the style we imagine today, with sandwiches and scones arranged on a three-tiered stand, was born and spread to even more people.
Afternoon Tea in Japan
British-style afternoon tea spread in Japan around the 1970s, following the liberalization of tea imports in 1971 and the beginning of the bubble economy.
It is said that Hotel Tsubakinoso's "Le Chardon" was the first to offer authentic afternoon tea in Japan.
During the bubble economy, many foreign-owned luxury hotels opened in Japan, and each hotel began offering afternoon tea services.
At that time, afternoon tea probably still had the impression of being "formal and exclusive, enjoyed by wealthy ladies."
However, for about 10 years now, more and more places have been offering new afternoon teas that break away from the traditional style.
Information about hotels and other places offering afternoon tea can now be easily searched on websites like this.
The "Nun-katsu" Trend
A Little Luxury and Fun Spreading on Social Media
Recently, the activity of enjoying afternoon tea at hotels and cafes, called "Nun-katsu" (short for "afternoon tea activity"), has become popular, especially among young women, and was even nominated for the Buzzword of the Year in 2022.
Staying overnight or having dinner at a luxury hotel can be financially difficult, but it seems the reason for the popularity of afternoon tea is that it allows people to enjoy a little feeling of luxury at an affordable price.
The so-called "Instagrammability" is also important, and it is said that Instagram's popularity since 2017 has had a major impact on the trend.
In fact, if you search for "#Nun-katsu" or "#Nun-cha" on social media such as Instagram, many posts will appear.
Also, during the COVID-19 pandemic from 2020 onward, while the number of tourists plummeted, hotels enhanced these services to attract more customers, which further fueled their popularity.
A New Style Combining "Oshi-katsu"
Furthermore, activities combining "Oshi-katsu"—supporting idols, anime characters, and so on—are also very popular.
You can often see photos on social media where photos and merchandise of one's "Oshi" (favorite) are arranged on the afternoon tea table set to celebrate their birthday or other occasions.
It has also become increasingly common to see various cafes offering afternoon teas in collaboration with such characters.
It seems that in modern Japan, "afternoon tea" has undergone its own evolution as an event where people can easily enjoy a sense of the extraordinary.
Summary
Since we are an antique shop, we do not carry many items used for this kind of modern afternoon tea, and today's "Nun-katsu" boom may be temporary.
However, we think it is a very good thing that young people can get a little exposure to British tea culture in this way and become interested in it.
In fact, the number of tearooms offering authentic British afternoon tea is increasing, and the number of young customers seems to be increasing as well.
Afternoon tea was originally something that could be casually enjoyed even within upper-class social gatherings, and over time, the dress code has become more casual and manners have been simplified.
Rather than afternoon tea as a social gathering, the mainstream style seems to be slowly enjoying tea and cakes with family and friends at a cafe or home.
