At Wimbledon this year, tennis fans can tuck into a strawberries and cream sandwich, a cute twist on a very British tradition. But for anyone familiar with Japanese food culture, this might spark a moment of recognition.
Japan has long had a love affair with the furutsu sando (fruit sandwich), a delicately arranged, cream-filled treat that turns soft white bread and fresh fruit into an art form.
Let's take a look at how a simple snack has become a symbol of cultural exchange, moving from British roots to Japanese refinement and now finding its way back in the most delicious full circle!
A Wimbledon surprise – unexpectedly Japanese?
At first glance, a strawberries & cream sandwich could seem quintessentially English. As English as Wimbledon, in fact!
Strawberries and cream are famously associated with the Wimbledon tennis championships, a tradition that dates back to the Victorian era. But placing that classic combo between two slices of soft, crustless white bread? That’s where things take a surprisingly Japanese turn.
Japan has a love of Western desserts (yōgashi), but they’re often adapted to suit local tastes: Lighter, less sweet and visually elegant. The furutsu sando (fruit sandwich) is a perfect example of this. It likely evolved from Western-style bakeries in Japan, inspired by European fruit tarts and sponge cakes but transformed into something uniquely Japanese: light, creamy and totally kawaii.
In Britain, strawberries are a classic symbol of summer and at Wimbledon they’re served with minimal fuss - just fresh fruit and cream. In Japan, that same aesthetic simplicity is celebrated, especially in the art of wagashi and seasonal presentation. The fruit sandwich becomes a shared point of cultural appreciation: delicate, refreshing and grounded in a love of gorgeous, seasonal fruit.
So while the Wimbledon sandwich is a playful take on a British classic, it unintentionally pays homage to Japanese style and sensibilities.
What is a Japanese furutsu sando?
A furutsu sando (フルーツサンド), or 'fruit sandwich', is a simple yet delightful Japanese sandwich made with soft, crustless white bread (shokupan), fresh fruit and whipped cream. But don’t let its simplicity fool you, this treat is all about balance, texture and presentation.
The bread is typically fluffy and slightly sweet, chosen for its pillowy texture that melts in the mouth. The cream is light and only mildly sweetened, more like whipped dairy than thick frosting. And the fruit? Always fresh, seasonal and beautifully arranged. You’ll often see slices of strawberry, kiwi, mango, orange segments or grapes and sometimes even rare and luxurious varieties like white strawberries or muscat grapes.
One of the most charming features is the way the fruit is carefully positioned so that when the sandwich is cut in half, you see a perfect, symmetrical cross-section. This visual appeal is a hallmark of Japanese food culture, where beauty and precision go hand in hand with taste.
Despite their elegance, fruit sandwiches are approachable and nostalgic for many Japanese people. You can buy pre-packed versions in 7-Eleven, Lawson, and FamilyMart, especially during spring and summer.
More refined or even luxurious versions using premium fruit can be bought in department store food halls (depachika), trendy cafes and specialist fruit parlours like Takano Fruit Parlour in Tokyo.
Aesthetics and precision – the art of the perfect slice
In Japan, how food looks is nearly as important as how it tastes. This principle applies to everything from fine kaiseki cuisine to seasonal sweets and even to something as simple as a fruit sandwich.
A hallmark of the furutsu sando is the way it’s constructed for the final reveal. The fruit isn’t just tossed in; it’s carefully arranged so that when the sandwich is sliced diagonally or straight through, it forms a perfectly symmetrical, visually striking pattern. You might see strawberries forming a heart shape or contrasting fruits placed to create colourful mosaics. It’s a kind of edible geometry.
This reflects the Japanese concept of kirei (clean beauty) and, more broadly, shokunin kishitsu, the craftsman’s spirit. Even for everyday foods, there’s a desire to do things properly, with care and pride in the result. A good furutsu sando isn’t rushed - it’s thoughtfully composed, balanced in colour, texture and proportion.
The cream must be spread evenly to avoid lumps. The fruit must be cut precisely, not too thick or too thin, and it must be fresh enough to hold its shape. The bread should be soft but sturdy enough to support the filling without becoming soggy. When all of this comes together, you get a sandwich that’s not only delicious but also beautiful, almost like a modern wagashi.
It’s this precision and artistry that elevates the furutsu sando from a quirky snack to a mini celebration of Japanese food aesthetics.
Seasonality and the joy of premium fruit
One of the most distinctive aspects of Japanese food culture is its deep respect for seasonality, or shun (旬), the idea of enjoying ingredients when they are naturally and locally in season. This is especially true for fruit, which is often cultivated with extraordinary care and even treated as a luxury item.
You can see this clearly in Japan’s high-end furutsu sando. While convenience store versions might use common fruits like banana, kiwi or canned peaches, premium sandwiches feature exquisite, often expensive varieties: plump Amaou strawberries from Fukuoka, jewel-like Shine Muscat grapes or perfectly peeled slices of persimmon or mango. Sometimes the fruit is so delicate and sweet that it hardly needs cream or sugar at all.
These sandwiches are often sold in specialist fruit parlours or department stores and can cost quite a bit more than their everyday counterparts. But biting into one is certainly an experience - juicy, fresh and deliciously sweet, with just enough whipped cream to highlight the natural flavour of the fruit.
What makes it so special is the contrast: luxurious ingredients served in a humble form - a sandwich! This balance between elegance and simplicity is a very Japanese trait. It’s not about being showy, but about honouring the beauty and taste of each component. A furutsu sando made with premium fruit isn’t just a snack, it’s a mark of the season and Japan’s horticultural excellence.
Kawaii culture, Instagram and the modern revival
Although the furutsu sando has been around for decades, it’s found new life in Japan’s kawaii (cute) culture and the visual world of Instagram. In recent years, it’s gone from a nostalgic treat to a photogenic café star: charming, colourful and undeniably ‘shareable’.
Trendy cafés and bakeries, especially in Tokyo, Osaka and Kyoto, now offer handcrafted fruit sandwiches that are styled like edible art. Slices are arranged to form hearts, flowers or pretty geometric patterns.
Some are wrapped in translucent paper with hand-lettered labels, making them feel like little gifts. Pastel backgrounds and perfect lighting complete the look - these sandwiches practically beg to be photographed.
This revival is part of a broader cultural trend in Japan, where traditional or retro items are reimagined through the lens of kawaii. Old-fashioned kissaten drinks, fluffy pancakes and even simple fruit sandwiches have been embraced by a younger generation eager for comfort, nostalgia and aesthetic pleasure.
Internationally, this trend has caught on too. Japanese-style cafés in cities like London, New York and Paris are offering their own versions of furutsu sando. On Instagram and TikTok, you’ll find recipe reels and cross-section slicing videos with millions of views, proof that this simple sandwich has universal charm.
The beauty of it all? Despite the online fame, the furutsu sando remains what it has always been: a simple, joyful indulgence that feels both personal and special.
From English cream teas to Japanese fruit sandwiches and back again
The furutsu sando may feel uniquely Japanese today, but its roots are intertwined with Western influences that Japan first embraced during the Meiji and early Showa periods.
Soft white bread, whipped cream and fruit were all introduced as part of the Western-style (yōshoku) cuisine movement, which reimagined foreign foods in a way that suited Japanese tastes and aesthetics.
British traditions, in particular, had a strong influence - think afternoon tea, sponge cakes with jam and cream and the concept of dainty sandwiches. These ideas were absorbed, reinterpreted and adapted into something that became wholly Japanese: lighter, prettier and more refined. The fruit sandwich is a perfect example of this quiet reinvention.
Fast forward to today and the circle seems to be completing itself. The strawberries & cream sandwich now being sold at Wimbledon 2025, while intended as a playful British twist, feels uncannily like its Japanese cousin. It reflects a subtle but clear influence of Japanese food aesthetics, particularly the emphasis on softness, delicacy and beautiful presentation.
It feels like a cultural echo. What began as a British idea became something uniquely Japanese and is now reappearing in the UK at one of its most famous institutions.
A sweet meeting of cultures
The humble fruit sandwich may seem like a simple treat, but it tells a story of cultural exchange, where British and Japanese traditions blend in an unexpected and delightful way.
From the elegance of English cream teas to the kawaii perfection of a Japanese furutsu sando and now full circle to Marks & Spencer’s Wimbledon creation, we’re reminded that food isn’t just nourishment, it’s a conversation across time and borders. And sometimes, the sweetest things are also the simplest.
Japanese plates at Hatsukoi
Beautiful Japanese plates ideal for your delicious strawberry or fruit sandwich:
