Jean-Paul Hévin arrived in Japan in 2002. He could be said to be one of the key figures in establishing the culture of chocolate in Japan. Since the 2007 edition of France's most prestigious guide, Le Guide du Club des Croqueurs de Chocolat, he has consistently received the highest rating of 5 tablets. We spoke with this extraordinary chocolatier at Mitsukoshi Ginza about his commitment to ingredients and unique creations.

--Congratulations on the 25th anniversary of the brand's founding. It must be quite difficult to remain at the top of your game as a chocolatier for 25 years.

I don't think I've stayed at the top for 25 years, but I think my constant desire to change and improve has helped. I always impose strict standards on myself, not only in terms of quality and taste, but also in terms of expression. At the same time, I enjoy my work, which brings me joy. I'm sure that has also helped. First, to have fun and find joy. Second, to approach my work with strict standards. Fortunately, I think that this worked to my advantage.

--What exactly do you mean by strict standards?

First of all, regarding taste. I think this is part of my personality, but I find great joy in the act of tasting something. However, it's not enough that it's delicious and enjoyable. For example, it's also about whether you can remember what you've tasted even a week later.

--You've often said the phrase "like a couture brand," but what does couture mean to you?

In the world of chocolatiers, I think that precision and rigor are required for anything above a certain level. Without that, the style of a brand wouldn't be established.

--In other words, is it something like your attitude toward your work?

One thing that's somewhat similar to the world of fashion is the idea of a collection, and I think there's a commonality in the idea of creating a collection around a theme. I also work with an artistic director, so I think we share a commonality in that respect. I approach presentations with the idea of designing my own plans and projects, and I believe this approach is also used in the world of couture houses. In fact, Jean Oddo, the artistic director I work with, is also active in the fashion world. In that sense, you could say I have a connection to couture. However, in the world of chocolatiers, this approach to work may be rare.

--Do you ever get inspiration from fashion?

What's so appealing about fashion is that it has style. It moves people and creates surprise, so I'm very drawn to that aspect. However, I'm not limited to fashion in particular; everything is a source of inspiration for me. For me, fashion is about style and inspiring surprise. So, I want to express style through chocolates and gateaux and inspire emotion.

--What kind of fashion do you like?

People seem to think I like chic things, but that's not necessarily the case. It's all about context. In fact, just yesterday I was looking around to buy shoes for my son who will soon be two years old, but in the end I decided on very colorful shoes in chocolate, blue, red, and yellow. They're so colorful that no one else would choose them. So it's not that I dislike colorful things in general.

--Indeed, I saw the chocolate shaped like a man's body earlier. I think it expresses your playful side, Evan.

Yes, I think that design reflects your sense of humor, which is one of your trademarks.

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