For the past couple of weeks, my social feeds have been flooded with images of Tokyo Bagel’s quirky creations: squishy pig-shaped cakes, inky black sesame lattes, and matcha-topped croissants that look almost too good to eat. This new bakery, tucked just around the corner from Waterloo station on Lower Marsh, has become a hotspot for food influencers—every corner practically screams “Instagram me!”

So, on one sunny Sunday afternoon, I decided to venture down to Waterloo and see whether these viral treats were actually worth the fuss, or simply a collection of empty calories dressed up for the ‘gram. Here’s what I found out.

This was my first time visiting the Lower Marsh area near Waterloo, and I have to say, it caught me off guard in the best way. The street is surprisingly charming, with vibrant street graffiti, boutique coffee shops, organic supermarkets, and quirky Asian food spots. It’s got that mix of local character and cool, hidden gems — so it makes sense that Tokyo Bagel, a place blending Asian flavours with unique coffee, fits right in.

I already knew it would be busy — I’d seen just about every major foodie influencer posting content from here, hyping it up as the place to be. But a quick Google before heading over confirmed that mornings are when the real madness hits. That’s when everyone turns up with their cameras to get the perfect daylight shot. By the time I arrived in the afternoon, most of the viral items were already sold out, but at least I didn’t have to queue. That said, every single seat was taken — there are only about eight tables, most of them tiny two-seaters.

The café has a clean, coffee-brown exterior and a lovely touch in the front window: Japanese Shokuhin Sampuru food models — those ultra-realistic replicas that show off what’s on offer. Inside, it’s a different story. Think roses everywhere — on the walls, dangling from the ceiling, and even in the form of a chandelier — all paired with marble finishes and classical music softly playing in the background. It’s very clear that this interior was built with social media in mind.

And here’s where I’ve got to be honest and sound like a hypocrite. I run a food blog, I post short videos, and I rely on visual appeal just as much as the next person. But being inside Tokyo Bagel felt like stepping into a pop-up photo studio rather than a bakery. People weren’t there to eat — they were there to shoot. Full-on photo shoots were happening at nearly every table, with people doing their make-up, changing angles, adjusting props and people, all for the perfect content. I felt totally out of place — I came to try the food, not be part of a production set.

And to top it off, a good chunk of the menu was already gone, just like some of the reviews had warned. Still, I have to say the staff were patient and polite, even with some very particular requests flying around from influencers wanting specific tables or perfect lighting.

I honestly think once the initial buzz wears off — and people stop rushing in just to say they’ve been — Tokyo Bagel might actually be a much nicer place to relax and enjoy something unique especially on that beautiful Lower Marsh Street. Hopefully then, there’ll be a wider variety of things left to try too.

Tokyo's Bagels, Cakes & Coffee

There were a few items I was particularly excited to try before even setting foot in Tokyo Bagel — and judging by what was already sold out when I arrived, it seems the rest of London was just as keen. The menu leans heavily on Western-style pastries, but with a distinct Japanese twist or a fun, eye-catching design that makes them stand out.

One of the items I was most looking forward to was the infamous onigiri croissant — yep, you read that right. It’s a flaky pastry shaped like a Japanese rice ball, and it’s been making the rounds all over social media. Then there are the wobbly animal jelly cakes in the shape of pigs and hippos that look almost too cute to eat, a vibrant matcha sponge, and a handful of unique drinks, like their popular sesame latte that comes in moody shades of grey.

But here’s the thing — I’ve lived in China, and I’ve learned the hard way that just because a cake looks amazing doesn’t mean it’ll taste that way. A lot of East Asian bakeries tend to go lighter on butter and sugar to suit local palates, so I went in bracing myself for good-looking cakes with zero flavour. Luckily, what I did manage to order really delivered.

I hadn’t eaten, and I could see I wasn’t going to snag a table anytime soon — not that I’d feel comfortable eating in the middle of an influencer photo shoot anyway — so I grabbed something to go: the flattened croissant. I’m not usually a matcha person, but the last one was sold just before I ordered, so I ended up with the hazelnut version. And honestly? That was probably for the best.

The croissant was delicious — crisp on the outside, soft in the middle, and unapologetically buttery and sugary. French pastry purists might throw a fit, but I thought it was fantastic. The hazelnut chocolate filling was rich and creamy, with a generous sprinkling of chopped hazelnuts on top that added the perfect bite. Definitely the highlight of my order.

I also tried one of their bagels: the chicken teriyaki bagel — filled with salad and egg, topped with a sprinkling of seaweed. And even now, I still can’t decide if I liked it or not. On paper, it sounded amazing. It was warm, packed with flavour, and visually, it really delivered. The chicken was juicy, the teriyaki sauce sweet and savoury, and the texture was spot-on. But... the chicken skin hadn’t been removed, so every time I bit in, it slid out of the bagel in a messy, saucy tangle.

Add to that the seaweed on top — which I usually love — but in this combo, it just didn’t land for me, perhaps just a flavour clash that didn’t work for my palate. That said, I would still recommend it especially if you manage to get a seat and eat it with a knife and fork. For £4.95, it’s affordable, filling, and genuinely tasty. Just… maybe not one for eating on the move.

Now, the black sesame latte. I was absolutely desperate to try it after seeing it all over social media — that moody grey colour is a showstopper. But I have to say, this one let me down. Was it a decent coffee? Sure. Was it worth £4.20 for a small takeaway cup with only the faintest hint of sesame? Not really.

When I opened the lid, there was a big black swirl of sesame paste, but I barely tasted that deep nutty richness until the last few sips. Maybe if I’d ordered it in-house and been able to stir it properly, it would’ve had more impact. Also, for something so visually hyped, the presentation was underwhelming. Opening my cup lid, I found a plain frothy milk layer with a grey smear. I don’t usually care about coffee art, but when you’re charging a premium for something meant to look special, the visuals matter.

There’s still a long list of things I’d love to go back and try — the fluffy brioche French toast looks especially good, and I’m curious about the pizza bagels and that elusive onigiri croissant. Hopefully next time I’ll beat the morning rush… or at least get my hands on something before it’s all gone.

The Viral Effect

Hype is a tricky thing. On one hand, it can elevate a restaurant into something really special — and if the food’s genuinely great, it absolutely deserves the praise and attention. But hype can also be a double-edged sword, setting expectations so high that the actual experience can feel like a let-down. I’d say Tokyo Bagel falls somewhere in the middle.

And look — I never want to badmouth hospitality. I know how tough the industry is. But honestly, I think this is the kind of place that will really shine once the hype dies down.

Right now, with the way the food looks and how the space is styled, it feels like Tokyo Bagel was built with social media first in mind — and there's nothing wrong with that. The pastries are made to be photographed, and naturally, that’s pulled in a crowd of foodies and influencers. But in my opinion, this is actually hurting the bakery at the moment.

Tables are often hogged by people treating the café like a photo studio. Items sell out early, especially the most Instagrammable ones. And it’s clearly having an impact — at the time of writing, Tokyo Bagel holds a Google rating of 4.2 from 222 reviews, with many complaints about the lack of seating, missing menu items, and service not being up to standard.

Some of the criticism feels harsh — especially the reviews that claim the restaurant is careless. It's a new spot, and it’s clearly still finding its feet. But reviews, particularly on Google, can really impact a young business. And I genuinely think the team behind the bakery does care. The attention to detail in the presentation, and in many cases, the flavour, is absolutely there.

What it needs now is a bit of breathing room. If they could sort out some additional outdoor seating like a few of the other cafés on Lower Marsh Street, and if the current wave of social media chaos calms down, I think the café will start to settle into its own rhythm. Because there is something special here — it just needs the space and time to show it.

And to be fair, plenty of reviews back that up. Many of the higher-rated ones are from people who managed to visit at quieter times, with full access to the menu. So maybe the best approach? Wait out the hype. Go midweek. Get there early. Then judge it for yourself.

Final Verdict

So where does that leave Tokyo Bagel? It’s the kind of place that sparks curiosity and draws crowds — and for good reason. Its visual appeal is undeniable, but the real question is whether the food can consistently cut through the noise of viral hype.

There’s plenty of proof, both on social media and in Google reviews, from those who were either bold enough to get there early or lucky enough to catch the bakery at its best. The food is worth travelling for. In my own experience, it was tasty and had great potential — though I do believe it could’ve been even better had I been able to sit in and enjoy it fresh, in-house.

My honest recommendation? Give Tokyo Bagel six months to a year to settle in. Once the queues die down and the buzz fades a bit, there’s every chance this bakery will find its footing. When that happens, I think it could become something really special — not just a pretty spot for photos, but a place known for delivering a genuinely great food experience.

Tokyo Bagel Key Information

Prices:

Bagel - £4.95

Croissant - £2.95

Coffee - £4.20

Website: www.tokyobageluk.com/home

Instagram: @tokyobagellondon

Address: Unit B, 101 Lower Marsh, London SE1 7AB