From Hello Kitty to saccharinely sweet J pop stars like Morning Musume and AKB48, nowhere in the world is cuteness as pursued and valued as in Japan. Several years ago, in part due to Western influences, the notion of ero kawaii or "sexy and cute" emerged and quickly became mainstream. The same concept has spread into the culinary world with the emergence of RazzleBerry--a frozen yogurt shop that aims to bring glamour, style and sexiness to sweets.
The shops, also nicknamed "fitting rooms," are decorated with black chandeliers, pink and purple décor and a sparkling counter that resembles a jewelry counter rather than a counter at a frozen yogurt store. Clearly, RazzleBerry is not your typical sweet shop. From the moment you walk in, you will hear the "Razzleberry Jam," a song that was created for the franchise by famed Japanese producer Jeff Miyahara, who has worked with such music heavyweights as Timbaland and Boyz II Men, and makes you feel like you are walking into a club. The trendy atmosphere is further reinforced by the staff that work in the stores, who have supposedly been recruited from modeling agencies and don uniforms designed by the hip Japanese fashion house Dazzlin.
A lot of thought has also gone into the desserts offered at RazzleBerry as well. Unlike high-calorie and high fat regular ice cream, the frozen yogurt delights offered at RazzleBerry are perfect for "sexy and cute" girls since they are a non-fat and low calorie dessert. The selection process itself is also a unique experience that will make you feel as though you are designing your own jewelry piece. The sizes come in cute (small), sexy (medium) and glamorous (large) and the toppings, also known as jewelry gems, are available in over 18 different flavors including "strawberry quartz" (strawberries), "amethysts" (blueberries) and "rubies" (raspberries), among others. The yogurt itself comes in two flavors either plain or green tea and you can choose to have it served in a cup or a cone. One of its newer offerings is the Razzle Smoothy, which is a mixed blend of the day's selected fruit, banana and frozen yogurt.
With stores located in central locations throughout Tokyo including Shinjuku and the recently opened shop in Shibuya, the stores are easily accessible and are sure to only increase in popularity.
Whether you are looking for a little glamour in your life or just a quick way to satiate your sweet tooth, RazzleBerry offers a dazzling array of "sexy and cute" healthy yogurt treats perfect for a brief respite from the last sizzling days of summer.
RazzleBerry
Shinjuku branch: 1F Lumine Shinjuku2, 3-38-2 Shinjuku, Shinjuku-ku
Shibuya branch: Morris Building 1F, 28-3 Udagawacho, Shibuya-ku, Tokyo
Toshimaen branch: 3-25-1 Kouyama, Nerima-ku, Tokyo
http://razzleberry.jp/_index.html
Written and Photographed by Erika Wiseberg
