The Tregothnan shop in Neal Street – in the seven Dials district of Covent Garden – is hosting tea tasting and selling tea grown on the Cornish estate along with honey and jam.
And its success means it will be the first of many – with further pop-ups planned at Heathrow, Tokyo, Kuwait and Los Angeles.
Agriculture minister George Eustice MP even popped in for a brew this week.
Jonathon Jones, Managing Director of trading at Tregothnan said that Tregothnan was invited to take the shop after the success of its floristry workshops held there earlier this year.
He said: “The shop on was initially for three weeks but has been extended to Christmas and visitors are pouring in from all over the world. It is incredible to see the power of word of mouth working in the social media age. 37 Neal Street is now on the map for walking tours of London and tea lovers from Asia and north America make up around half of our visitors.
“The pop up has been dubbed the Cornish Embassy by the influx of Cornish visitors and businesses we have had.”
Next week, Mr Jones is talking to the World Tea Expo in China about Tregothnan’s pioneering tea in the UK.
He said: “We have even had request to grow tea under licence in Cornwall for Chinese tea companies. The most British tea in history cannot be imitated and people love that fact that Tregothnan pioneered tea in the UK and draw on almost 700 years of botanical excellence.”
He said that the estate is planning a busy 2018 with international guests staying in holiday cottages by the tea gardens and learning about the tea process from bush to cup.
He said: “Heathrow has been really supportive with exports and Cornwall will benefit hugely from better links so that high spending visitors can transfer to Cornwall.
“The Tregothnan brand was evolved to take the best of British to the world and the pop up shop is a great next step. Watch out next for Tregothnan popping up at Heathrow, Tokyo, Kuwait and Los Angeles.”
The shop is a showcase for Cornwall with special tastings being held including Kern, Cornwall’s world leading cheese made by Lynher Dairies.
Bestsellers for Tregothnan include the new Breakfast blends and sales growth is expected to hit triple digits on new teas.
Mr Jones said: “It has been commercially useful to test the responses in the London shop versus our woodyard shop at Tregothnan.
“Devon and Cornwall demographics are very different to London and we know the main purpose for South West visitors is to get their Christmas tree, tea, jam and honey. In London the tree is less important but they love our Christmas tea blends. I think a lot of our pop up shop purchases are for export.
“The pop up shop confirms the interest in Cornwall is strong and growing and Tregothnan is expanding its production, we have just recruited more great people to help grow the team. “Fortunately we have staff in our London shop who have lived and worked in Cornwall and really ‘get it’. The pop up is always mistaken as a permanent shop and we are constantly getting CVs handed to us from top candidates who want to work there.”
Source: Cornwall Live