A Must-Read for Global Chocolatiers, Chocolate Brands, and Industry Experts
Japan’s relationship with chocolate is deep, rich, and unlike anywhere else in the world. From the massive Valentine’s Day chocolate sales to a thriving high-end artisan market, understanding Japan’s chocolate culture is essential for anyone looking to succeed in the chocolate industry.
In “Chocolate & the Japanese” (written by Ayumi Ichikawa, Japan’s leading chocolate journalist), readers will find the most comprehensive exploration of Japan’s chocolate market, consumer behavior, history, and trends.
Who Should Read This Book?
If you are:
✔️ A chocolate brand looking to enter the Japanese market
✔️ A chocolatier or pastry chef wanting to understand Japanese consumers
✔️ A media professional researching Japan’s chocolate culture
✔️ A chocolate lover curious about Japan’s unique chocolate traditions
Then this book is for you.
About the Author: Ayumi Ichikawa
Ayumi Ichikawa is Japan’s only dedicated chocolate journalist, a former radio director, and a highly respected figure in the chocolate industry. She has traveled extensively, visiting cacao farms, interviewing top chocolatiers, and writing for major Japanese media. Her expertise has made her a key voice in shaping Japan’s chocolate culture.
She appears regularly on television, radio, and in print media, sharing insights on chocolate trends, sustainability, and the global chocolate industry.
Why Japan’s Chocolate Culture is Different from Anywhere Else
Japan’s chocolate market is unlike any other. The country has developed its own unique customs and consumer behaviors, making it a fascinating case study for global brands.
Valentine’s Day in Japan = Chocolate Day
- Japan’s Valentine’s Day chocolate sales account for 23% of annual spending on chocolate.
- In department stores, over 3,000 types of chocolates are sold, generating over 1 billion yen per day in some cases.
- Unlike in Western countries, women traditionally give chocolate to men, a custom that developed in the 1970s.
Japan’s Love for Luxury & Seasonal Chocolate
- Japanese consumers line up for hours to buy premium chocolates from top European and Japanese brands.
- Seasonal and limited-edition chocolates drive sales, with exclusive products launching every season.
The Rise of “Self-Chocolate” Culture
- In recent years, “self-gifting” has become a major trend, with high-end chocolates purchased as personal indulgences. Meanwhile, the practice of giving “giri choco” (obligatory chocolates) in workplaces has been gradually declining.
Sustainability & Ethical Chocolate in Japan
Japan is a major player in the global chocolate industry, sourcing 70-80% of its cacao from Ghana. However, with growing awareness of child labor and sustainability issues, efforts to support cacao farmers are increasing.
✅ The NPO ACE is working to eliminate child labor in Ghana. They have launched a cacao industry support chocolate produced by Ayumi Ichikawa, incorporating a system where purchases directly contribute to donations.
✅ Employees of Japanese companies and department store buyers are actively promoting initiatives for sustainable cacao. NPOs like ACE Japan have developed programs to support ethical chocolate production.
✅ Japanese chocolate makers are embracing the “bean-to-bar” movement, forming direct partnerships with cacao farms.
Why This Book is Essential for Your Business
If you’re looking to sell chocolate in Japan, understanding the cultural and market nuances is crucial. Whether you are a chocolatier, pastry chef, or brand looking to enter the Japanese market, this book will give you the essential insights.
📖 “Chocolate & the Japanese” is the first book to fully explore Japan’s chocolate industry, written by the country’s leading expert.
Don’t miss out on this indispensable guide to one of the world’s most unique and lucrative chocolate markets.
Get Your Copy Now