Shibuya's Monterosso Sees Surge in Afternoon Tea Popularity with Fans

Monterosso's Afternoon Tea in Shibuya: A Growing Trend

The Italian eatery, "港町のイタリアンモンテロッソ" (Monterosso), located in the bustling district of Shibuya, Tokyo, is experiencing a remarkable surge in its unique offering—the “推し活アフタヌーンティー” or fan activity afternoon tea. This trendy menu has seen an impressive increase of about 148% in monthly servings compared to the previous month. Due to its popularity, Monterosso is continuing to offer this delightful experience, attracting fans to enjoy its vibrant atmosphere.

The concept of fan culture has gained significant traction over recent years, particularly in Japan. Fans, or “推し” (oshi), meticulously create a surrounding ambiance reflecting their admired figures’ colors and themes, collecting items such as acrylic stands and trading cards. This new form of engagement not only enhances the affair but also encourages fans to share their experience through social media by capturing the beautifully arranged food and drinks that match their chosen color themes.

Impressive Growth Figures

The afternoon tea service, specialized in catering to fans, has shown consistent growth, reporting a monthly serving number that has soared to 148% of the previous month’s figures. Accompanied by visually appealing drinks and dishes, many patrons have been eager to share their moments online. This organic promotion has created a positive feedback loop, bringing in new customers intrigued by the colorful display shared across various social media platforms.

Summer Attractions and Local Appeal

With summer comes a flurry of live concerts, festivals, and events, providing fans with ample opportunities to revel in their favorite activities. The prime location of Monterosso, being directly connected to Shibuya Station, makes it an ideal meetup spot before shows or a relaxing place to reflect on performances afterward. Customers are increasingly opting for nearby experiences, finding it budget-friendly and time-efficient in an ever-changing economic landscape.

The popularity of fan activities has grown exponentially beyond a niche market—an estimated 14 million people actively participate, contributing to a staggering market worth approximately 3.5 trillion yen. Each fan is believed to spend an average of about 210,000 yen annually, showcasing the immense impact of this culture.

Simultaneously, the trend of "ヌン活" (nun-katsu), or enjoying afternoon tea experiences, is also on the rise, with the nationwide market estimated to be around 265.2 billion yen. The enjoyment factor is shifting from mere visual appeal to a deeper appreciation of the quality of experience.

Afternoon Tea Details

Monterosso’s menu features an array of delectable options, including the traditional Napoletan sweet, “スフォリアテッラ” (sfogliatella), alongside seasonal fruits and light savory snacks, creating a delightful harmony of taste and presentation.

- Choose Your Ribbon: Guests can select a ribbon to adorn their stand from a choice of seven vibrant colors.
- Colorful Drinks: Patrons can choose from seven different color-themed drinks to elevate their experience.

The available colors include:

- Red: Strawberry
- Orange: Orange
- Yellow: Pineapple
- Green: Kiwi
- Light Blue: White Peach
- Purple: Blueberry
- Pink: Pink Grapefruit

Menu Name: Fan Activity Afternoon Tea including a Set of Selected Drinks & 20 Styles of Cafe Drink.
Price: 3,000 yen (tax included)
Service Hours: 3 PM - 5 PM; reservation required one day in advance.
Reservation Links:

Location and Contact Details

Restaurant Name: 港町のイタリアンモンテロッソ (Monterosso)
Address: 2-6-17 Dougenzaka, Shibuya, Tokyo, B1F Shibu Tower
Access: Directly connected to Shibuya Station A1 Exit via Tokyu Toyoko and Den-en-toshi Lines and just a minute's walk from JR Shibuya Station’s Hachiko Exit (inside TOHO Cinemas Shibuya)
Hours: 11:00 AM - 10:30 PM (Cafe from 3:00 PM to 10:30 PM; L.O. 9:30 PM)
Seating Capacity: 80 seats (non-smoking)
Reservation/Inquiry: 03-5458-7065
Web: Monterosso
Instagram: @monterosso_shibuya

Company Overview

Company Name: 日建リース工業株式会社 (Nikken Lease Co., Ltd.)
Location: 2-11-73 Hachiman-cho, Higashi-Kurume City, Tokyo
Representative: Masakatsu Sekiyama
Established: November 10, 1967
Business Description: Comprehensive leasing and rental of construction temporary materials, house goods, logistics equipment, nursing care products, and food services among others.
URL: Nikken Lease