Trio of dessert operators sweeten Shaftesbury's Central Cross development

Following the success of Bubblewrap and Bake’s Taikayi fish ice cream cones in Chinatown London, 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.

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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.  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, an extremely 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 their delicious and 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 vibrant colours and flavours topped with fresh fruit; Cantonese mango pancakes; and durian and mango milk puddings.  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.  Also on the menu is Jianbing, the popular Chinese street food and breakfast staple prepared to order.

Commenting on the news, 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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This announcement follows the recent news that Chinese hot pot restaurant, Shu Xiangge, has launched its second site on Gerrard Street.  In addition, Chinatown London enjoyed a very successful 2017, welcoming a string of new operators including ICHIBUNS, Olle, Bubblewrap and XU.




For the design of the store, TSUJIRI has worked with architects MIMStudios to create a sleek, modern and minimal interior concept.  Guo C 100 was designed by an in-house team.


China is changing and traditional values are being complemented by new ideals and trends, inspired by other parts of the Far East and the West.  This is influencing what Chinese people and visitors expect in Chinatown.  Shaftesbury understands this and is experiencing directly the evolution of China, spending time in its cities to see, taste and hear what is happening first hand. 

Whilst inherently Chinese, under Shaftesbury’s long-term curation and partnership with the community, Chinatown is evolving to reflect the changes occurring in the Far East, creating is a mix of tradition and modernism that makes cities such as Shanghai, Beijing, Tokyo and Seoul some of the most exciting places in the world. 





Shaftesbury PLC is a Real Estate Investment Trust, which invests exclusively in the liveliest parts of London's West End. Our objective is to deliver long-term growth in rental income, capital values and shareholder returns. 

Focused on restaurants, leisure and retail, our exceptional portfolio extends to around 15 acres, clustered mainly in Carnaby, Seven Dials and Chinatown, with substantial ownerships in east and west Covent Garden, Soho and Fitzrovia. 

In addition, we have a 50% interest in the Longmartin joint venture with The Mercers' Company, which has a long leasehold interest, extending to 1.9 acres, in St Martin's Courtyard in Covent Garden. 

Our proven management strategy is to create and foster distinctive, attractive and prosperous locations. It is implemented by an experienced management team with an innovative approach to long-term, sustainable income and value creation, and a focus on shareholder returns. We have a strong balance sheet with conservative leverage. 


Shaftesbury是一个房地产投资信托基金,其主要的投资对象是伦敦倍受追捧、炙手可热的西区(West End)繁华地段。我们的目标是较长的一段时期内,提高租金收入、资本价值以及股东收益。 

 Shaftesbury专注于伦敦西区最有活力的区域发展零售、餐饮和娱乐业,我们的资产组合的总面积达到15英亩,集中在卡纳比大街(Carnaby)、七晷区(Seven Dials)和中国城(Chinatown)区域;同时,Shaftesbury在科文特花园(Covent Garden)东、西两侧、Soho区和菲茨罗维亚区(Fitzrovia)也拥有大量地产。 

 另外,我们和 The Mercers’ Company 共同拥有 Longmartin 项目50%的收益。Mercers’ Company 则拥有科文特花园(Covent Garden)里 St Martin’s Courtyard 区多达1.9英亩地产的长期租赁权益。