The 11th annual British Fair is set to run at Isetan Shinjuku's 6th Floor Event Hall from Wednesday, March 11 through Tuesday, March 17, 2026. Over 100 food and lifestyle brands are gathering for the week-long event. Known for selling around 10,000 scones per day, this year's fair introduces a new "first-dough scone" — scones made exclusively from the very first portion of dough, prized for their peak texture. Paired with approximately 40 varieties of takeout tea (including daily rotations), the 2026 edition is shaping up to be an unmissable week for British food lovers.
First-Dough Scones — Making the Most of That First Bite
Unlike bread dough, scone dough is worked as gently as possible to avoid developing gluten. Only the very first portion yields the ultimate texture, and that's what the "first-dough scone" concept celebrates this year.
Benoa with Shipton Mill
Following the strict standards and traditions established by Monsieur Benoa, this baker continues to deliver high-quality, handcrafted products. Their first-dough scone is crafted with meticulous care by skilled artisans.
First-Dough Scone — ¥497 (1 piece, made in Japan) Limited to 100 pieces per day
Cha Tea Tea School
Based in Nishi-Nippori, Tokyo, Cha Tea Tea School is a popular returning vendor at the British Fair. Their classic scone uses only the first portion of dough, made with domestic butter, wheat flour, low-temperature pasteurized milk, aluminum-free baking powder, and British rock salt. The simplicity of the ingredients is exactly what makes the quality stand out.
Classic Scone — ¥411 (1 piece, made in Japan) Limited to 300 pieces per day
Second-Dough Scones — Piled High with Jam and Clotted Cream
Ryan Smedley
Ryan Smedley is a baker with multiple competition wins, including a dough contest championship, whose scones are known for their rich flavor and melt-in-the-mouth texture. Varieties on offer include plain (rich buttery flavor), Earl Grey lemon (bright citrus and tea leaf harmony), fig walnut (sweet fruit with nutty texture), and chocolate chip (a balance of bitterness and sweetness).
Cornish Scones (4 varieties) — From left, clockwise: Earl Grey Lemon, Plain, Chocolate Chip, Fig Walnut — ¥389 each (1 piece, made in Japan)
Ryan Smedley will be appearing at the venue in person.
ISEPUB: Pub Food by a UK Champion and British Chefs
At the "ISEPUB" section inside the venue, pub-style dishes prepared by a UK champion and British chefs are served at both lunch and dinner.
Thick-Cut Fish & Chips by the All-England Champion
Fish City Fish & Chips
Fish & chips has long been a beloved staple of British local food. Fish City, winner of the 2023 UK Fish & Chips Championships, brings their signature dish to the fair. Using batter imported directly from the UK and Icelandic Atlantic haddock, they serve up an authentic taste of Britain.
Fish & Chips Large Size — ¥2,640 (1 serving, made in Japan) Limited to 80 servings per day
Four Celebratory Pies to Choose From
Turner's Pies
Founded in 1933 and based in Chichester, West Sussex, Turner's Pies is a traditional British meat pie shop that has won the UK Pie Awards. Their lineup includes:
- Pumpkin Pie: butternut squash sweetness paired with chili heat and the richness of cheese
- Chicken & Ham Pie: creamy sauce with a satisfying moist texture and savory balance
- Dutch Apple Pie: Turner's-style mince spice base, with apple texture, sweetness, and spice aroma
- Steak & Ale Pie: top rump steak slow-cooked in English ale, finished with a rich gravy
From left, clockwise: Pumpkin Pie ¥770, Chicken & Ham Pie ¥880, Dutch Apple Pie ¥880, Steak & Ale Pie ¥990 (1 piece each, all made in Japan)
Takeout Tea — About 40 Varieties at the Venue
Dubbed "Brilliant Takeout TEA" (or "#Britea"), the event features approximately 40 tea varieties across the fair's run (with daily rotations). Options range from classic milk tea and straight tea to fizzy tea drinks, fruity blends (peach, pear, berry), floral varieties (lavender, rose, hibiscus, marigold), and citrus options — there's a wide range to discover.
Farrer's
Founded in 1819, Farrer's is a long-established tea merchant located in Kendal, in England's Lake District. Because the Lake District is a soft-water region, their teas taste almost identical in Japan's water as they do in Britain. This fair features a special collaboration between Farrer's and Dalemain Marmalade — two beloved Lake District heritage brands. A popular orange-peel-rich flavor is finished with mandarin orange sorbet.
Lakeland Bitter Orange Tea (with orange ice cream on top) — ¥990 (1 cup, made in Japan) Limited to 100 cups per day
Stillrooms
Based in Niiza City, Saitama, Stillrooms proposes relaxing, fragrance-filled living inspired by British countryside manor houses. The brand has won the UK Great Taste Award consecutively from 2021 through 2025. Using tea leaves grown in their own fields and herb cordials, they bring out the individual character and lingering finish of each ingredient. Their offerings include a floral chai with damask rose, spring flowers, and spice, and a limited-run fruit tea evoking an early spring garden in bloom.
Left: Rose Bloom Chai (iced), Center: Spring Garden Fruit & Floral Tea (iced), Right: Rose Bloom Chai (hot) — ¥1,210 each Limited to 20 cups per type per day
Available March 10 (Tue) through March 13 (Fri) only
Darvilles of Windsor × Fammy by Miho Sato
Founded in 1860, Darvilles of Windsor is the oldest tea brand in Windsor, England. They have teamed up with Fammy by Miho Sato, a chocolate and baked goods specialty shop in Sakurashinmachi, Setagaya, Tokyo. This exclusive "British Fair 2026" collaboration features a tea pairing set. The "Windsor Rose Tea" in a bear-shaped bottle is a gently rose-scented iced tea — adding strawberry syrup partway through brings a delightful flavor change. The "Pairing Dessert" is a deep red fruit and spice ensemble designed to complement the rose tea's aroma.
Brilliant Tea & Sweets Pairing — ¥2,200 (1 set including tea and trifle, made in Japan) Limited to 20 sets per day
Available March 14 (Sat) through March 17 (Tue) only
Event Details
"British Fair 2026"
Dates: Wednesday, March 11 through Tuesday, March 17, 2026
Hours: 10:00 AM to 8:00 PM (final day closes at 6:00 PM)
Eat-in available from 10:00 AM each day (some exceptions apply); last order 30 minutes before closing
March 10 (Tuesday) is a special invitation day for M.I. Card members
Venue: Isetan Shinjuku, Main Building 6th Floor Event Hall
All prices include tax. Standard tax rate (10%) and reduced tax rate (8%) apply to different items. The event is subject to change without notice.
