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Shaftesbury unveils trio of Soho dessert operators

By James Buckley - Tuesday, February 13, 2018 10:07

Shaftesbury has announced three new dessert operators have opened in Newport Court, part of its 48,000 sq ft Central Cross mixed-use development bordering Chinatown, Soho, Covent Garden and Leicester Square.

First of the three is TSUJIRI, the 155-year-old Japanese tea house. The brand has opened at 33 Newport Court with a 580 sq ft tea house spread over two floors and including 30 covers.  Founded in Kyoto in 1860, TSUJIRI is now in its seventh generation with locations around the world, including Canada, Japan, Australia and London.

Guo C 100, a Hong Kong-style dessert brands in China, has made its European debut at 35 Newport Court.  The 530 sq ft maiden dessert house in Central Cross is spread over two floors.

Completing the trio is RORO at 34 Newport Court, with the brand launching a 560 sq ft site later this month. The modern dessert and snack bar specialising in Chinese and Asian desserts will offer treats such as Mille Crepes, Cream Puffs and Snow Box – a fresh cream dessert wrapped in thin rice skin. 

Julia Wilkinson, Head of Group Restaurant Strategy at Shaftesbury, said: “Chinatown London continues to bring the latest trends in Far Eastern food to the capital.  As Asian street desserts gain momentum in London, TSUJIRI, Guo C 100 and RORO are three exciting new operators that reflect how the Far East is changing.

“Asian desserts and sweet treats have enjoyed huge popularity within Chinatown London, as evidenced by the incredible popularity of brands such as Bubblewrap and its queues that snake down Wardour Street.  Not only do they attract new visitors, they create a real buzz amongst consumers, particularly on social media, which helps to raise awareness of the exciting and innovative range of food and experiences available in Chinatown London.”

Chin Teow, the Managing Director of TSUJIRI, added: “We are delighted to have secured a site within Chinatown London, one of the most exciting destinations in the capital.  Our philosophy is to offer the highest quality matcha, and we painstakingly select the best green tea leaves, using the traditional grinding method to bring out the best aroma and flavour.  We are in the perfect location to show even more people the delights and flavours of Japanese tea culture alongside mouth-watering sweets.”

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