Ask What Japan Thinks: Chocolate brands


Welcome to a new irregular feature, where I will try to answer queries from my mailbag (and other questions prompted by the buzz of 103bees).

This time, a reader named A.P. emailed to ask what brands of chocolate the Japanese like. Off the top of my head, regarding bar-type just chocolate products, Ghana would appear to be the number one brand name. Thinking about chocolate-based sweets, tops would have to be Pocky of course. For premuim brands, the local brand Royce, USA ones like See’s and Mary’s, and Belgium’s (well, manufactured under licence from Belgium) Godiva. There are also a number of smaller speciality chocolatiers dotted all around the country, whose products can sometimes be found in department store basement food courts.

There was a boom in bitter chocolate last year, but that was mostly spurred on by fakery from Hakkutsu! Aru-Aru Daijiten.
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