Ryohin Keikaku, which operates MUJI, will hold the hands-on event “MUJI Chocolate Exhibition 2025” at eight stores nationwide in December. This month’s report will cover the preview held at MUJI Tokyo Ariake (2-1-7 Ariake, Koto-ku, Tokyo) on December 3.
Under the theme of “Enjoy the pleasure of choosing and feeling deliciousness,” 40 winter-only products, including the popular “Cacao Truffles” and “Bonbon Chocolates,” as well as “Lime Fermented Cacao Chocolates” to be released on December 3, “Unevenly Smeared Chocolate” using fruit, “Chocolate-Covered Strawberries” and “Pomme Chocolat,” and 10 products sold year-round, totaling 50 varieties. The total of 50 varieties, including 40 winter-only products and 10 products sold year-round (6 of which will go on sale in January 2026), will be gathered together.
Visitors scan the QR code in the storefront with their smartphones and answer questions on the display to receive a suggestion for the chocolate that best fits their taste from among 50 varieties. The three questions are “scent,” “sound,” and “silhouette,” and visitors can choose from five different scents and sounds on display by actually trying them out.
The reporter actually experienced it, and after choosing the refreshing citrusy aroma, the sound like biting into a cookie, and the flat cylindrical silhouette, he was recommended the “Chocolate with Lime Fermented Cacao” (490 yen).
After the experience, visitors can enjoy a tasting of the event’s exclusive, unreleased chocolates. Three types of chocolates will be offered: Shimikomi Chocolate Kiwi and Pineapple, and Cacao Truffle Cranberry.
I personally like apples and Onshu mandarins and eat them often, but both kiwi and pineapple were perfect for chocolate because of the fruit’s natural sweet and sour taste, so I hope they will be commercialized next season (new chocolate products are basically released from October to January). (New chocolate products are generally released from October to January).
Other benefits for participants include a 50 yen discount coupon for limited edition chocolate confections that can be used at the same store during the event. If you post a picture of the event on social networking sites, you will receive an original chocolate sticker as a gift. MUJI Tokyo Ariake will also hold a lime fermentation workshop.
At the beginning of the preview, Ms. Mayuko Horie, in charge of confectionery in the Food Department, explained the highlights of the four new products in the “Making the Most of Lime-Fermented Cacao” series to be launched on December 3. All of the products use cacao beans from Sulawesi Island, Indonesia, fermented with lime, which she said allows for a natural citrus acidity and refreshing flavor without the need to add fruit juice or flavoring during the chocolate production process.
© Source travel watch