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紅茶を核とする阪急英国フェアの新しい展開（1999年から2014年） : 英国フェア担当者の仕事を中心として

Development of Hankyu British Fair and Tea (1999-2014) : Focusing on the Work of the Person in Charge

Japanese (日本語)

Intercultural Studies Review

36

68-92

神戸大学大学院国際文化学研究科

2023-03-20

This study examines the background and process by which the Hankyu British Fair developed tea as its main attraction in the 2000s by focusing on interviews with Wataru Kuwahara, the person in charge of the fair. In 2001, Hankyu Department Store began inviting tea rooms from Britain to replace the exhibitions that had become the hallmark of British fairs since 1970. Since then, the tea rooms have grown to be a signboard of the Hankyu British Fair. In 2004, Wataru Kuwahara became in charge of the British Fair during the department’s business reform, which included closing the U.K. representative office and cutting costs. He respected the ‘British image’ that Japanese customers had and promoted the British fairs centred on tea. For instance, he doubled the number of British tea brands introduced at the fair, including Tregothnan, the first made-in-England tea, sold for the first time at a department store in Japan. He also invited the top tea places in U.K. certified by the U.K. Tea Council and demonstrated the ‘tradition and innovation’ of British tea from the tea rooms of five-star hotels in London to ‘the new wave of tea’. In 2014, by introducing products from Betty’s Tearoom in Yorkshire for the first time internationally, the Hankyu British Fair not only increased its sales but also grew into a well-known event in Japan and influenced other department stores’ British fairs.

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