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FRANCHISING | Staff Reporter, UK
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Shaftesbury welcomes three new dessert operators in Newport Court

The lineup includes TSUJIRI, Guo C 100, and RORO at 34.

First of the three is the 155-year-old Japanese tea house, TSUJIRI. The brand has opened at 33 Newport Court with a 580 square feet tea house spread over two floors and including 30 covers. Offering customers an extensive range of matcha green tea alongside modern Japanese desserts, TSUJIRI also provides in-store tastings and tutorials, allowing visitors to discover the different tea flavours and intensities including Gyokuro, a rare high-grade variety. 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, one of the leading Hong Kong-style dessert brands in China, has made its European debut at 35 Newport Court. Known for its healthy fruit desserts, Guo C 100 has over 350 stores across China, the United States, Australia, and South Korea. Fruity desserts on offer include Korean shaved ice in a variety of colours and flavours topped with fresh fruit, Cantonese mango pancakes, and durian and mango milk puddings. The 530 square feet 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 square feet site later this month. The 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. Also on the menu is Jianbing, the Chinese street food and breakfast staple prepared to order.

Shaftesbury's head of group restaurant strategy Julia Wilkinson 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.”

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