In 2012, bills from Sydney, Australia, opened in Harajuku with a glorious slogan, “The Best Breakfast in the World.”
Yet what young people in Harajuku recognized was not its scrambled eggs that were reviewed as the best in the world by the New York Times. It was pancakes. Around the same time, Eggs’n Things from Hawaii opened in Harajuku as well. Although known for its eggs benedict, this restaurant also became poplar for its pancakes.
Since Instagram had just started to become a major social media platform, a number of people tried to take a picture of Instagrammable pancakes. Harajuku had been an area known for sweets, since it became a standard for teenagers to eat crepes on Takeshita Street in the 1980s.
Once pancakes came to this town of sweets, the restaurants mushroomed in the neighborhood. It is said there are currently more than 40 pancake shops in the area alone.
The pancake boom passed its peak and the number of restaurants may decrease. Nevertheless, Harajuku will be known as a sweets town.