Chocolate – Never Too Old, Never Too Late

What you have to gain by having a friend like me? You can have all my share of chocolate, even eat the ones I get at Valentine’s Day. Well, it gives away my modest liking of chocolates, but it doesn’t mean I have been neglecting the US$82,000 million industry, from which US$14,000 (~17%) is made in Japan. Chocolates had a special spotlight this week, as the world celebrated the International Day of Chocolate! Long live the Chocolate!

Allegedly, chocolate has been in high consumption by the aristocracy since around 1200 BCE to 400 BCE by the Maya and Aztec civilisations. They used the indigenous cacao beans to make a warm drink called “chocolatl” and at one point, cacao was even used as currency by the pre-Columbian Mesoamerican people. It was either Columbus or Hernan Cortez who brought them to Europe, where it was mixed with all sort of flavouring, spices, nuts and fruits. An honourable profession (chocolatier) flourished and a science dedicated to understand its benefits and drawbacks is still very relevant. Japan had few encounters with chocolate during the 200+ year isolation period. It was introduced by the Dutch, the only Europeans who was allowed to live in the country.

The first solid bar of chocolate sold in Japan is said to have been in the Meiji era (1868 – 1912), but it was during the occupation period by the Americans, after the WWII that chocolate started to hook the Japanese. Today, thousands of Japanese chocolatiers sojourn in countries like Switzerland, France and Italy to learn the crafts of the chocolate trade. A particularity of chocolates in Japan is that on Valentine’s Day, women and girls give chocolates to their love interest, but this tradition became a bit more stretched, and their male colleagues and friends look very much forward to getting the special treaty as well.

One thing that Japan likes doing with any sort of product or marketing is regional limited editions. One fantastic example of this is Kit Kat, where there have been over 200 and counting various flavors. Ever wanted to try a wasabi-flavored Kit Kat? What about strawberry shortcake? Soy sauce? My favorite is the sweet-potato flavored one.