Efet Trading, the exclusive Japanese distributor of the Turkish luxury sweets brand divan, will begin selling its 2026 Valentine’s Day products in department stores and online stores nationwide on January 16.
The new product is a bite-sized assortment version of the best-selling “Pistachio Dubai Chocolate,” which has been a daily sellout since its release last season. The new product offers three different flavors of aromatic Turkish pistachio paste wrapped in milk chocolate, white chocolate, and a new flavor of berry chocolate. Priced at 3,240 yen for 6 pieces, the product will go on sale on January 16.
Also, “Angel Hair Chocolate,” an evolution of Dubai Chocolate and the next boom item, made its first appearance in Japan from divan. When broken, the cross section of the chocolate reveals “pishmaniye,” a traditional Turkish string-like sweet that is as thin as hair and looks like cotton candy, and its strong impact is attracting attention on social networking sites. The fusion of pistachios, a representative material of the Middle East, and pishmaniye is said to offer a luxurious and new chocolate experience. Each piece is priced at 3,240 yen (70g) and will go on sale on January 16.
In addition, from February 4, divan Turkey’s signature sweet “Profiteroles” will be available exclusively at Matsuya Ginza (3-6-1 Ginza, Chuo-ku, Tokyo), the only permanent store in Japan. The bite-sized cream puffs are covered with a generous amount of chocolate sauce, and are available for eat-in at the Valentine’s Day venue on the 8th floor of Matsuya Ginza. Eat-in price is 1,650 yen for 3 pieces. Take-out price is 1620 yen for 3 pieces.
In addition, the 2026 lineup includes the ever-popular “Pistachio Dubai Chocolate” (2 pieces, 80 g, 6016 yen), chocolates made with ingredients from Turkey, one of the world’s leading pistachio producers, and an assortment that is just right for gift-giving.
© Source travel watch