Why the Expansion? The Unstoppable "Scone Popularity" in Japan—from Classic British Style to Evolved Sandwich Variations

Table of Contents

1. What is the "Second Scone Revolution" Happening in Japan?

2. Basic Knowledge of Scones: Differences Between the UK and Japan

3. Four Tailwinds Driving the Boom

   • Expansion of the Afternoon Tea Market

   • Social Media Appeal and Generation Z

   • Specialty Stores & Department Store Event Strategies

   • Entry of Convenience Stores & Local Bakeries

4. Case Studies of Popular Stores

   • BAKERS gonna BAKE (Tokyo Station)

   • Lazy Daisy Bakery (Ochanomizu)

   • Gold Bake TOKYO (Kanda)

   • Bakery Kinyon (Tachikawa and others)

5. Comprehensive Guide to Evolved Scones

   • Scone Sandwiches

   • Savory Scones

   • Raw Scone Croissants and Other Hybrids

   • Gluten-Free/Vegan Scones

6. Latest Trends in Department Store Events & Festivals

7. Understanding the Scone Market by Numbers: Demand, Pricing, and Customer Demographics

8. Introduction to "Scone Tourism" for Foreign Visitors

9. Expert Predictions on the Next Big Flavors

10. Conclusion: Will Japan's "Neo Scones" Change the World?

1. What is the "Second Scone Revolution" Happening in Japan?

At "BAKERS gonna BAKE" inside Tokyo Station, lines of up to 40 people form early on weekdays, and their signature product, the , often sells out by morning. Store manager Fujikura says, "The afternoon tea boom has rapidly expanded the scone market."newsdig.tbs.co.jp

From 2024 to 2025, the number of scone specialty stores opening in Tokyo is approximately 1.8 times higher than the previous year (according to our editorial team). This is why it's called the "Second Scone Revolution."

2. Basic Knowledge of Scones: Differences Between the UK and Japan

British Styleis characterized by its simplicity, using only flour, butter, milk, and baking powder. The national debate over whether to spread clotted cream or jam first, known as the "Cornish way" versus the "Devon way," is also famous.

Japanese Stylefocuses on achieving a "moist" texture by adjusting the moisture content and boldly arranges fillings and toppings. Lazy Daisy Bakery's English scones use wheat from Kyushu and are characterized by their fluffy height of over 3 cm.newsdig.tbs.co.jp

3. Four Tailwinds Driving the Boom

3-1. Expansion of the Afternoon Tea Market

The afternoon tea experience has grown to a scale of approximately 265.2 billion yen domestically. It recorded a growth rate of 120% year-on-year, with not only city-center hotels but also cafes and bakeries entering the market.forwoman.ci-medical.com

3-2. Social Media Appeal and Generation Z

On Instagram, "#SconeClub" has over 550,000 posts (as of July 2025). Posts of matcha green or cherry blossom pink cross-sections that "pop" have spread, directly increasing followers of specialty stores.

3-3. Specialty Stores & Department Store Event Strategies

At Isetan Shinjuku's "British Fair 2025," the wait time for the freshly baked corner was up to 90 minutes. Local department stores are following suit with events like "Scone & TEA Party @ Tachikawa Isetan" and "Scone Paradise 2025," attracting both local residents and visiting tourists.mistore.jpbussanten.infomistore.jp

3-4. Entry of Convenience Stores & Local Bakeries

Lawson's and FamilyMart's are driving repeat customers with their "affordable price range."supersalariedman.blogspot.companmimico.com

4. Case Studies of Popular Stores

BAKERS gonna BAKE

• Location: Tokyo Station "Tokyo Gift Palette"

• Popularity: Up to 1,500 sold per day, with a lineup of over 10 seasonal varieties

• Hit Product: features thick slices of Hokkaido-grown adzuki beans and French fermented butter.newsdig.tbs.co.jp

Lazy Daisy Bakery

• Location: Chiyoda-ku, Ochanomizu

• Features: From a classic plain-only route, they offer fruit varieties once a month.

• Purchasing Trends: Average purchase quantity is 6.2 pieces, with increasing demand for frozen storage.newsdig.tbs.co.jp

Gold Bake TOKYO

• Location: Kanda (Opened January 2024)

• Strength: Over 130 flavors, with 14 daily varieties. is popular among European tourists.newsdig.tbs.co.jp

Bakery Kinyon

• Location: JR Tachikawa and 7 other locations

• Technological Innovation: No butter used, with half the dough made from pure Hokkaido cream, creating an "ultra-moist" texture.newsdig.tbs.co.jp

5. Comprehensive Guide to Evolved Scones

*The above table is based on editorial team research (July 2025).

6. Latest Trends in Department Store Events & Festivals

• Isetan Shinjuku "British Fair": Strengthening the "freshly baked demonstration" booth at the tea stand.mistore.jp

• Tobu Ikebukuro "Scone Paradise 2025": Inviting limited flavors from local stores for the first time and expanding the number of eat-in seats by 1.5 times