Belgian chocolate brand B by B., known for its haute couture chocolate, will make its first appearance in Japan, opening a direct-operated store in Tokyo's Ginza district in late November. The store is located at 3-4-5 Ginza, Chuo-ku, Tokyo. The store area is approximately 73 square meters.

The brand was created by chef Barthes Desmidt of the Belgian two-star Michelin restaurant Bartholomew's and chocolatier Jan Verleye, inspired by salted caramel, a traditional sweet from northern Belgium. Sanko Creative Life will import and distribute the brand in Japan.

The direct-operated store will be the brand's flagship store in Japan and its first street-level store overseas. The store design will be by Oki Sato of nendo. Currently, B by B is sold at directly managed stores in Bruges and Antwerp, Belgium, and Harrods in London. The Ginza store will be the first in the world to offer a dine-in space in addition to the chocolate sales area. They also offer original desserts based on Barto Desmidt's recipes and Belgian premium coffee brand VASCOBELO. B by B's chocolates are all shaped the same, allowing customers to appreciate the different flavors. They offer three types of chocolate: black, milk, and white. Each chocolate contains a flavor designed to pair with the chocolate. There are currently 28 flavors. In Japan, there are three packaging options: a sleeve of five for ¥1,300, an assortment of 10 for ¥2,600, and a box of five sleeves of five for ¥6,500. To celebrate the opening of the Ginza store, three Japan Edition flavors inspired by Japanese ingredients, including miso, yuzu and wasabi, and sudachi, will be simultaneously released worldwide.

At a press reception held at the Embassy of the Kingdom of Belgium in Kojimachi, Tokyo on September 18th, Naoyuki Okamoto, president of Mie Kotsu Group Holdings, said, "We hope that in the future, B.B.'s chocolate business will become the core of the group's import business." Cedric Flake, sales manager of the international business department at the Belgian headquarters, said, "We chose Japan for our overseas expansion. We expect that we will be successful in Japan as well."

In addition to the Ginza store in Japan, the company is also considering holding special sales events at department stores.