& EARL GREY, an Earl Grey specialty shop based in Chuo Ward, Kobe (operated by Catherine House Co., Ltd.), is setting up shop at the "Autumn Delicious Food Fair" running September 10 (Thursday) through September 16 (Wednesday), 2026, at Matsuzakaya Ueno in Taito Ward, Tokyo. For the limited-time run, the brand brings its popular soft serve flavors along with its butter mochi.
Newly Launched in July 2026: Earl Grey Tea-Gurt Soft
Earl Grey Tea-Gurt Soft
A "third yogurt boom" is said to be taking hold right now, and & EARL GREY has responded with a new-concept treat that lets guests enjoy yogurt as tea: the "Tea-Gurt Soft."
The soft serve pairs Earl Grey tea, fragrant with natural bergamot, with a refreshing yogurt base. The first bite brings out the rich aroma of black tea, followed by a gentle, tangy wave of yogurt.
It's a new way to enjoy the combination of tea and yogurt, showcased in & EARL GREY's own "Earl Grey Tea-Gurt."
- Item: Earl Grey Tea-Gurt
- Price: ¥660 (tax included)
This item is otherwise sold only at the Daimaru Umeda store among permanent locations; it is not available at the Kobe main store.
What Is "Tea-Gurt"?
"Tea-Gurt" refers to a new style of drink or sweet that combines tea and yogurt. In recent years, products blending the two have been growing in popularity across Korea and other parts of Asia, and the term "tea-gurt" has been spreading along with them.
Newly Launched in July 2026: Frozen Yogurt With Natural Bergamot
Frozen Yogurt
A Healthy, Non-Fat Soft Serve Made With Plant-Based Lactobacillus (Labre Bacteria)
This soft serve keeps all the flavor of yogurt while adding the refreshing scent of bergamot, with a gentle tartness and smooth texture well suited to hot weather.
Non-fat indicates a food or drink that contains little to no fat, a label mainly used for dairy products and desserts.
- Item: Frozen Yogurt
- Price: ¥660 (tax included)
This item is otherwise sold only at the Daimaru Umeda store among permanent locations; it is not available at the Kobe main store.
No. 1 Best Seller: Rich Earl Grey Soft Serve With Natural Bergamot
Earl Grey Rich Milk
A Bite That Tastes Like "Drinkable Milk Tea, Turned Into a Dessert"
To let guests enjoy the delicate aroma of black tea in soft serve form, & EARL GREY uses several dozen times the usual amount of tea leaves.
The concentrated, fragrant tea liquid extracted from all those leaves is carefully finished on the spot.
The moment it hits the mouth, the rich aroma of black tea unfolds, followed by a refreshing lingering note of natural bergamot. The result is a rich flavor that truly tastes like "drinkable milk tea, turned into a dessert."
It's the brand's signature treat, popular enough to draw lines at events across the country.
Paired with a tangy raspberry meringue, it offers a black tea experience found nowhere else.
- Item: Earl Grey Rich Milk
- Price: ¥660 (tax included)
This item is otherwise sold only at the Daimaru Umeda store among permanent locations; it is not available at the Kobe main store.
The Trending "Shanghai Butter Mochi," Crisp Outside and Chewy Inside
Butter mochi originated in Shanghai, China, and is known there as "Shanghai butter mochi." It began appearing at cafes in Seoul, Korea, around the end of 2025, and by 2026 had spread rapidly through social media, becoming a talked-about sweet in Korea.
Butter Mochi, Made With Care
& EARL GREY sources its ingredients domestically, using a generous amount of Hokkaido-produced butter along with finely milled, high-quality "Hiyoku mochi flour" grown in Saga Prefecture.
Slow-baking the mochi in an oven gives it a new texture: crisp on the outside, chewy on the inside.
The key to the recipe is the top-grade "Saga Prefecture Hiyoku mochi flour," carefully made using the traditional pounding method known as "dozuki."
This mochi flour is, in fact, roughly seven times more expensive than the domestic wheat flour the shop otherwise uses.
Chasing "more delicious, more chewy," the team tried numerous types of mochi flour before settling on this particular one as the special flour they stand behind.
Once you try a bite, it's easy to get hooked.
Four Flavors at the Autumn Delicious Food Fair
Four flavors will be available: the gently sweet, faintly vanilla-scented "Plain," the brand's most popular option; "Earl Grey," fragrant with natural bergamot; the newly added "Brown Sugar," with the deep richness and mellow sweetness of brown sugar; and "Cheese," which also works well as a snack with drinks.
Plain, ¥324
Earl Grey, ¥324
Event Overview
- Name: Autumn Delicious Food Fair
- Venue: Matsuzakaya Ueno, 6th Floor Event Hall
- Dates: September 10 (Thursday) to September 16 (Wednesday), 2026
- Address: 3-29-5 Ueno, Taito Ward, Tokyo 110-8503
- Phone: 050-1782-1000
Store Overview
Kobe Main Store
- Name: Earl Grey specialty shop "& EARL GREY" Kobe main store
- Address: 8-1-10 Isogamidori, Chuo Ward, Kobe, Hyogo 651-0086
- Hours: 11:00 AM to 6:00 PM (closed Tuesdays)
- Phone: 078-891-3361
Daimaru Umeda Store
- Name: Earl Grey specialty shop "& EARL GREY" Umeda Daimaru store
- Address: 3-1-1 B1 West, Umeda, Kita Ward, Osaka 530-8202
- Hours: 10:00 AM to 8:00 PM
