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"ocha room ashita ITOEN" Opening on November 1st (Friday)

“Ocha room ashita ITOEN” is a tea specialty shop that proposes “new ways to enjoy tea” and “new points to engage with tea”. The shop area integrates food, beverage, product sales, and event spaces altogether.

The store will offer a wide range of products that combine both traditional and cultural aspects of tea with novelty and innovative aspects.

Dine-in Menu

❶ A colorful set of drinks! A Cheese Tea with Fruit and Vegetable

This is a drink menu made by tea experts with the essence of “cheese tea”, which is said to be the next trend coming from the recent tapioca drink/bubble tea craze. This adds fruit syrup to the tea and you can enjoy a mellow taste topped with vegetable cheese cream.

In addition to matcha tea and jasmine tea, there are three types of rare oolong tea “Golden Katsura”, blended with fruit syrup and cheese cream that matches each tea, and focuses on its deliciousness and health.

From the Left
・ "Golden Katsura x White Peach x Green Peas"
・ "Jasmine Tea x Passion Fruit x Beet"
・ "Matcha x Yuzu x Corn"
(Type of tea x fruit syrup x vegetable cheese cream)

■ 935yen each (Including Tax)

❷ A new sensation of green tea beer with great fragrance and richness

An alcohol menu with creamy foam and authentic matcha. The matcha and beer combine to create a rich fragrance and smoothness while enjoying a fresh and solid taste of a beer.

■ 935yen each（Including Tax）

❸ Arrange it to your liking! Fruit ice tea sparkling

This is a drink menu that has seasonal frozen fruits and allows you to adjust the amount of hot tea and carbonated water to your preferred amount. The taste of seasonal fruits and teas complement each other perfectly. By adding carbonated water, the fruit tea will have a refreshing taste!

■ 990yen（Including Tax）

Products

A wide variety of teapots and teacups are available in different forms, such as glass and resin as well as ceramics.

Additionally, the shop's original tea product include “tea to read” - a short story about tea along with an actual set of tea that appears in the story. Also, “Ashita Naninomu (What to drink tomorrow)” includes tea bags that you can enjoy in five different ways. There will be many other items to choose from at the store.

Event Space

Using the dining area, there will be a small event space that can hold up to 10 people.

This will become an active space for seminars and workshops related to tea during times like Christmas, Valentine, summer vacation, Halloween, etc. Additionally, the venue will be open to those who wish to share their knowledge and skills by running a private seminar for people to enjoy tea.

・The event space will be operational from December 2019.
・Personal seminars are scheduled to begin after January 2020.

Store Information

“Ashita” included in the store name is expressed as “旦” in Kanji. The word “旦” has the meaning of “あした (Tomorrow)” which holds the meaning for “Newness” and “Innovation”. Additionally, the logo uses "旦" as its motif to express "sun rise = the beginning of a new day".

With this concept at heart, the store aims propose a wide range of options to enjoy tea through food, drinks, and sales events - combining both traditional and cultural aspects of tea with new and innovative aspects.

“Ocha room ashita ITOEN”

【Store location】Shibuya-ku, Tokyo 2-24-12 Shibuya Scramble Square Shop & Restaurant 10F
【Grand Opening】November 1 (Friday) 10:00am
【Business hours】10: 00 ~ 21: 00 [Last order for food and drinks at 20:30]
【Regular holiday】January 1 (New Year's Day) [Same as “Shibuya Scramble Square” holiday, including temporary closure]

ITO EN Corporate Website