“TULLY’S COFFEE” is a well-known cafe chain with over 800 locations across Japan. In fact, they operate “PRIME FIVE TULLY’S COFFEE,” a line of premium stores designed to offer an elevated experience with a higher-quality menu than standard outlets. Today, I tried their “Gouda Cheesecake.” Here is my review, along with a look at what makes the PRIME FIVE stores so special.
About TULLY’S “PRIME FIVE” Stores
As of this writing, PRIME FIVE TULLY’S COFFEE operates two locations: Hiroo and Shinjuku. The main differences compared to standard Tully’s stores lie in their brand policy and menu offerings. PRIME FIVE operates under the core policy of delivering “Five Bests”—referring to coffee beans, roasting, baristas, hospitality, and the commitment of every staff member (“fellow”) setting daily goals to deliver top-tier performance. This level of dedication sets it apart from standard locations.
Whenever an order comes in, the staff call out “Per favore!” (Italian for “please”) to one another, creating a lively atmosphere reminiscent of a restaurant—a habit that likely stems from this policy. (It might catch you off guard at first, so opinions may vary!)
The menu also features notable upgrades. Beyond lattes and americanos, they offer flat whites and cappuccinos, showcasing a significantly expanded espresso selection.
The Shinjuku Southern Terrace Location Features an In-House Bakery
For this visit, I stopped by “PRIME FIVE TULLY’S COFFEE Shinjuku Southern Terrace,” which opened in Shinjuku in August 2026.
This spot originally housed the landmark first Japan location of Krispy Kreme Doughnuts. The entire standalone building is now occupied by Tully’s, giving it an impressive presence unmatched by typical branch stores.
Another major highlight of the Southern Terrace branch is its in-house bakery—the first of its kind for the brand. They serve freshly baked viennoiserie, including croissants and pain au chocolat. I tried the “Anko Gipfeli” (a red bean croissant), and it was undeniably delicious.
I also ordered a flat white, a drink that remains quite rare among major coffee chains in Japan.
Originating in Australia and New Zealand, a flat white combines espresso with steamed milk. It features less milk and microfoam than a caffe latte, allowing the espresso flavor to shine through more intensely. While independent specialty cafes in Japan serve it more frequently, it remains hard to find at major chains.
Taking a sip, I could really taste the bold espresso flavor compared to a regular latte. That said, it was foamier than I expected, feeling almost like a double-espresso latte. (Though flat white preparation varies widely depending on the shop, so this interpretation certainly works too!)
Gouda Cheesecake with a Luxurious Caramel Sauce Topping!
Here is the Gouda Cheesecake I ordered today.
Cheesecakes at chain cafes are usually served simply on a plate without garnish. Here, however, it comes beautifully plated with caramel sauce, whipped cream, and sliced raspberries.
It is a baked-style cheesecake with a cookie crust base. It costs 1,020 yen (tax included, standalone). Since cakes at standard Tully’s stores run around 500 yen, this is nearly double the price. But as you can see, the lavish plating makes it feel well worth it.
The same cheesecake is also offered at Tully’s “&TEA” locations (which focus on tea menus), but the PRIME FIVE version features a more generous drizzle of caramel sauce plus the added raspberry topping, making it noticeably more extravagant—though priced accordingly.
According to the &TEA menu page, this recipe was supervised by chef Masato Mouri from “Main Mano,” a renowned boulangerie & cafe based in Yoyogi-Uehara.
A Bold Cheesecake with a Rich Gouda Flavor
Now for the taste test. Pressing a fork into it reveals a slightly crumbly texture. It has an airy, melt-in-your-mouth feel that glides smoothly across the palate. The crunchy, pressed-crumble cookie base adds a wonderful textural accent.
In terms of flavor, alongside the creamy base of cream cheese, the warm, savory aroma of Gouda cheese gently opens up. You can clearly taste the notes of aged cheese, leaving an elegant, lingering finish. The deep sweetness of the caramel sauce on the plate adds another layer of flavor, creating a complex, addictive experience.
For a major chain store, pushing the distinctive savory character and umami of Gouda cheese so front-and-center is a delightfully bold move.
While PRIME FIVE is currently limited to Hiroo and Shinjuku, they also offer other cake options like chiffon cake, mille crepes, and apple pie. And as mentioned earlier, their espresso menu is top-notch. If you appreciate quality espresso drinks and elevated desserts, you’ll definitely enjoy a visit. Be sure to check it out!
Product Details
- Store: PRIME FIVE TULLY’S COFFEE
- Item: Gouda Cheesecake
- Price: 1,020 yen (standalone)