The reduced transition probability B(E2)↑ of the first excited 2 + state in the nucleus 104 Sn was measured via Coulomb excitation in inverse kinematics at intermediate energies. A value of 0.173(28) e 2 b 2 was extracted from the absolute cross section on a Pb target. Feeding contributions in 104 Sn from higher lying states were estimated by a reference measurement of the stable 112 Sn. Corresponding only to a moderate decrease of excitation strength relative to the almost constant values observed in the proton-rich, even-A 106−114 Sn isotopes, present state-of-the-art shell-model predictions, which include proton and neutron excitations across the N = Z = 50 shell closures as well as standard polarization charges, underestimate the experimental findings.