The Inaugural Afternoon Tea Awards Japan: Celebrating the Essence of Tea

The Japan Tea Hospitality Association has launched an exciting initiative: the Afternoon Tea Awards Japan, the first awards in Japan dedicated to recognizing the true essence of tea in afternoon tea services. With the backing of the British Embassy, the inaugural awards will focus on hotels primarily in the Kanto area, evaluating nearly 30 establishments based on their tea offerings.

In recent years, the popularity of afternoon tea in Japan has surged, with numerous hotels and restaurants offering elaborate displays and sweet delicacies. However, there has been a noticeable lack of emphasis on the quality of the tea itself, which is the heart of the afternoon tea experience. This new award aims to address that gap by prioritizing the quality of tea, its cultural context, and the method of service in its evaluation criteria.

The criteria for judging will revolve around three key pillars: the taste of the tea, the ability to communicate the appeal of various types of teas—including Japanese teas—and respect and understanding of afternoon tea as part of British culture. A panel of general reviewers and specialist judges will experience afternoon tea firsthand, focusing on multiple aspects such as tea quality, brewing techniques, the harmony between food and tea, service, ambiance, and cultural understanding.

Moreover, the selection of general reviewers will be conducted through a crowdfunding initiative, allowing tea enthusiasts to participate alongside experts in the judging process. This is not just a popularity contest but an innovative approach to evaluate the quality of afternoon tea paired with learning and experience.

Crowdfunding Campaign

The crowdfunding campaign will also offer exclusive experiences, such as tastings at popularJapanese black tea shops, pairing sessions of chocolate with tea, and guided tours at a British antique museum featuring tea utensils. The campaign's success is evident as it achieved 50% of its target within the first 24 hours since its launch on July 25. This demonstrates a keen interest among the public and a commitment to the appreciation of tea culture.

The Afternoon Tea Awards Japan is not merely an event; it represents a commitment to developing afternoon tea as a lasting cultural experience in Japan, respecting the foundational aspects of British traditions. The awards aim to emphasize the importance of tea within the hospitality industry and elevate the value of not only foreign teas but the entire ecosystem of Japanese teas.

The response from hotel managers and tea scholars, both domestic and international, has been overwhelmingly positive, expressing excitement and support for this first-of-its-kind initiative in Japan.

The Japan Tea Hospitality Association

The Japan Tea Hospitality Association, the organization behind the awards, is dedicated to preserving the British afternoon tea culture while promoting the diverse charms of Japanese teas. Collaborating with the hospitality industry, tea producers, and various stakeholders, the association aims to create mechanisms that properly value tea's significance, hospitality experiences, and cultural connections.

Key Activities Include:

- Organizing and managing the Afternoon Tea Awards Japan.
- Establishing evaluation criteria for tea and hospitality.
- Promoting both British afternoon tea culture and Japanese tea traditions.
- Collaborating with hotels, tea gardens, producers, and educational institutions.
- Showcasing the diverse attractions of Japanese tea.
- Offering learning and experiential opportunities for the general public.

Founders' Profiles

Asako Steward

Asako Steward serves as the representative of Tea Academy Japan and has 30 years of experience in the tea industry, including 21 years living in the UK. She is a lecturer at the UK Tea Academy and an international judge for prestigious awards. Asako actively participates in media and has a deep understanding of both British and Japanese tea cultures.

Markus Winter

Markus Winter is the co-founder and CEO of Yuzu Kyodai Ltd. and the country manager for the British tea brand Newby Teas London in Japan. He aims to deepen the understanding of premium teas and preserve tea culture for the next generation. Markus is an accredited tea sommelier and has experienced afternoon teas globally, enriching his expertise in international hospitality.

Overview of the Afternoon Tea Awards

- Name: Afternoon Tea Awards Japan
- Organizer: Japan Tea Hospitality Association
- Supported By: British Embassy
- Initial Evaluation: Focused on hotels in the Kanto area (nearly 30 planned)
- Judging Period: September to November 2026
- Judges: General and specialty reviewers
- Judging Criteria: Approximately 30 points for general reviews and about 50 for specialist evaluations
- Judging Method: Anonymous visits by general guests and scoring via a unified evaluation sheet
- Award Winners: Determined through analysis by experts post-evaluation
- General Reviewer Recruitment: Via the crowdfunding campaign
- Results Announcement & Awards Ceremony: Planned for 2027, in Tokyo
- Future Expansion: Aiming to extend into the Kansai region and nationwide in the following years.

Representative's Comments

Asako Steward expresses the intention of the awards is to establish afternoon tea as a dynamic cultural event, emphasizing the importance of great tea. The events serve as a platform for guests to discover and enjoy quality tea, offering a modern twist on the classic British tradition of afternoon tea. Steward notes that the respect for and understanding of British culture will lead to innovative cultural exchanges between Japan and the UK.

In conclusion, the Afternoon Tea Awards Japan aims to promote domestic tea consumption, secure the longevity of afternoon tea in Japan, and foster a contemporary understanding and respect for British cultural practices.

For more information, please contact the:
Japan Tea Hospitality Association
Email: [email protected]
Website: teahospitality.org
Instagram: afternoonteaawards.jp