A Sweet Invasion: Night Parfait Culture Arrives in Yokohama Chinatown
Yokohama Chinatown, a vibrant hub of culinary delights, is set to welcome a new kind of sweet sensation: “Ice wa Betsubara Yokohama Chinatown Branch.” This night parfait specialty store, which has captivated dessert lovers in Himeji with its daily sales reaching up to 780 parfaits, is making its first foray into the Yokohama area, promising to add a delightful new chapter to the city’s diverse food scene.
The Rise of a Z-Generation Dessert Empire
The story of “Ice wa Betsubara” is one of youthful ambition and innovative spirit. It began in November 2021 when twin university students from Himeji, Takuya and Naoya Okamoto, launched their first night parfait store. Leveraging the free time brought by online university classes during the pandemic, they envisioned a business that could energize their local community and fellow students through the power of food. Takuya, a freelance expert in website and video production, teamed up with Naoya, who specializes in dietetics, to bring their vision to life.
Their success is largely attributed to a keen understanding of Z-generation sensibilities. The stores are designed with “insta-bae” (Instagrammability) in mind, featuring visually stunning parfaits and photo-friendly interiors. This social media-driven approach quickly turned the first store into a local phenomenon, drawing crowds eager to capture and share their dessert experiences online.
A Menu Designed for Every Craving
“Ice wa Betsubara” offers an extensive menu of approximately 30 different parfaits, meticulously supervised by Naoya, who holds a registered dietitian qualification. These aren’t just desserts; they are edible works of art, crafted to be as appealing to the eye as they are to the palate. From towering fruit creations to rich, creamy indulgences, there’s a parfait for every mood and occasion.
Some of the crowd favorites include:
-
“Mori-sugi Mango” (Overloaded Mango, 750 yen): A vibrant parfait generously topped with slices of ripe mango, creating a mountain of tropical sweetness.
-
“Crème Brûlée” (650 yen): Featuring a rich, creamy custard with a perfectly caramelized surface, offering a delightful contrast of textures.
-
“Uji Matcha” (780 yen): A Japanese-inspired treat, adorned with mochi, sweet red bean paste, and shiratama dumplings, all drizzled with authentic matcha sauce.
Beyond these, the menu caters to diverse preferences, including “Kodomo Aisu” (Kids’ Ice, 8 types, from 400 yen) for smaller appetites or children, and “Otona no Fuka-yoi Parfait” (Adult’s Deep-Drunk Parfait, 4 types, 780 yen), which incorporates liqueur sauces for a more mature dessert experience. Seasonal limited-time menus also ensure there’s always something new to discover.
Grand Opening Campaign and Media Buzz
The Yokohama Chinatown branch is set to open its doors on January 10, 2024 (Saturday). To celebrate its grand opening, a special three-day campaign will run from January 10th to 12th. The first 100 customers who follow the official Instagram account will receive a 250 yen discount. For those who miss the initial offer, bringing a flyer will still grant a 100 yen discount.
The brand has already garnered significant media attention, including an appearance on the popular TV program “Bananaman Himura no Sekkaku Gourmet” (Bananaman Himura’s Gourmet Trip), further solidifying its reputation as a must-try dessert destination.
As one enthusiastic customer remarked on social media, “This isn’t just dessert; it’s an experience! The perfect end to a fun night out in Chinatown.” This sentiment perfectly captures the essence of “Ice wa Betsubara”—offering a memorable conclusion to any outing.
Store Details
-
Store Name: Ice wa Betsubara Yokohama Chinatown Branch
-
Opening Date: January 10, 2024 (Saturday)
-
Address: 81-14 Yamashitacho, Naka-ku, Yokohama-shi, Kanagawa 231-0023, Japan
-
Phone Number: 070-3871-6789
-
Business Hours: 12:00 PM – 10:00 PM
-
Official Instagram: https://www.instagram.com/ice.betsubara.chukagai/
The Future of Night Parfaits and Kawaii Culture
The expansion of “Ice wa Betsubara” into Yokohama Chinatown signifies the growing popularity of “night parfaits” or “shime parfait” (dessert to conclude a meal or evening out) as a distinct culinary trend in Japan. This movement, driven by the innovative spirit of young entrepreneurs like the Okamoto twins, perfectly aligns with the broader “Kawaii Japan Lifestyle.” It’s about creating delightful, visually appealing experiences that are both indulgent and shareable.
This trend, with its emphasis on aesthetic presentation and social media engagement, is poised to further influence global perceptions of Japanese dessert culture. As these unique businesses expand, they offer international visitors and local residents alike a taste of Japan’s evolving sweet scene, where tradition meets modern, youthful creativity.
