Once humble Tokyo cafe now turning tourists away after its pudding goes viral on TikTok
Shizuo Mori now sells out of pudding to the lines of customers waiting outside his Japanese coffee shop
FOX Business Flash top headlines for March 15
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With a rapid, right-hand swoop, Shizuo Mori serves about 50 puddings a day, a treat that’s made his tiny Tokyo coffee shop a destination for tourists flocking to Japan after the end of COVID restrictions.
Mori's trademark fling of the arm helps dislodge the eggy custard from its tin, and the circular motion is easier on his 80-year-old wrist than a snapping motion would be.
But the technique, developed over the half century he's run the Heckeln coffee shop, has also earned him a worldwide audience via videos spread on TikTok, Instagram and other social media sites.
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The lines out the door of Heckeln, midway up a narrow street in Tokyo's Toranomon district, are largely comprised of foreigners willing to wait for the "Jumbo Purin" topped with caramel.
Visitors to Japan maintained a "robust recovery" in February, the national tourism agency said on Wednesday (March 15). Arrivals were 1.47 million, surpassing 1 million for a third-straight month after COVID curbs were eased late last year, though still down 43 percent from pre-pandemic levels.
Coffee shop owner Shizuo Mori serves pudding to his customers in Tokyo, Japan. (Reuters)
Haitham, on a business trip from Abu Dhabi, was enticed by TikTok videos he'd seen of Mori, but arrived with his friend just a bit too late, finding a sign on the door that the puddings had sold out.
"I'm a big cream caramel fan, so I dragged my friend here to come and see him. And I was very disappointed, because it's finished, and it's not even 2 p.m., you know. But it just means that they are doing a great job and it just means that social media is really playing a big part in improving the livelihoods of a lot of small businesses in Japan," said the 38-year old, who asked not to give his family name.
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Mori thinks it's a little strange that his coffee shop has a queue out the door most days. He hears from his customers that he's famous on the internet, but he doesn't use social media and doesn't have a cell phone.
Like many restaurants, Mori and his 24-seat shop struggled through the pandemic, which kept away many of his traditional customers of students and office workers. And a surge in supply costs has been a double whammy, but Mori said he's held firm on his own prices.
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It was a dark time, but probably the same all over the world, he said. But now the masks are coming off and he's happy to welcome his new fans from abroad.
"I'm happy, but there's one thing I regret. When people can't get in, and they have to return home without getting any pudding, it kind of pains me in my heart," said Mori after serving his customers at a lunch rush.