On January 22nd, the Paris-based chocolate festival "Salon du Chocolat" opened at the Isetan Shinjuku store. The venue, which brought together around 80 brands from 10 countries, kicked off the event with a bang, with long lines forming at each booth as soon as the doors opened, in search of chocolates made by top chocolatiers from Japan and abroad.

In the morning, customers flocked to the Selection Box, which offered a selection of chocolates from popular international brands in one box, as well as the collaboration chocolates between "Shitsuren Chocolatier," a popular manga starring Arashi's Matsumoto Jun that has been a hot topic even before its opening, and "Musée du Chocolat Théobroma." Lines formed for the latter, and it sold out as soon as the store opened.

"This year's theme is 'La Magie' (Magic). The original chocolates proposed by each chocolatier are truly 'magic'. We hope you enjoy these new chocolates, which combine carefully selected cacao with ingredients that represent their home countries. We have also gathered together Japanese chocolatiers who are attracting attention in Japan, including Aoki Sadaharu, Tsujiguchi Hironobu, and Koyama Susumu, who received the highest praise at the Salon du Chocolat in Paris last year and are now considered the world's top chocolatiers in both name and reality. That's another thing to look out for," says Kawaguchi Teruhiko, buyer at Mitsukoshi Isetan's Food Division, who is in charge of Salon du Chocolat.

This year, Patisserie Sadaharu Aoki Paris, run by Aoki, will be expanding its booth. At the booth, which offered a wide selection of takeout items, including the popular "Tokyo Yaki," Aoki personally greeted customers waiting in line, creating a unique Salon du Chocolat experience. Hironobu Tsujiguchi of "Le Chocolat de H," which won the highest acclaim in its debut at the Salon du Chocolat in Paris, commented, "Salon du Chocolat is an event that combines chocolate and fashion. It's a great honor to win this award on our first entry." New chocolates were also on display, including "La Magie - Umami," a single chocolate crust that encapsulates the umami flavor of dashi (stock) extracted from Rausu kelp, which was highly praised in Paris. Furthermore, chocolates by Kazuyo Narita, chef pastry chef at the popular French restaurant "Restaurant ESQUISSE," which won two stars in the Tokyo 2013 Michelin Guide, were making their debut. Just like in his restaurant, the chocolates make the most of the ingredients themselves, incorporating flavors from the cultures of countries that have influenced Chef Narita, such as sesame, tonka beans, coffee, and passion fruit. "Jean-Paul Hévin and Pierre Hermé both started out as restaurant chefs and pastry chefs. As one of those people, I want to propose chocolate for the coming era," says Narita. Also available: "Pâtissier S. Koyama," created by Susumu Koyama, winner of five C.C.C. awards at the Paris Salon du Chocolat three years in a row since 2011, and the sole Japanese recipient of the most prestigious award in the Foreigner Category in 2011 and 2012, will feature chocolates that express Japanese identity using grape sansho pepper and red miso. The event will feature a diverse lineup of renowned Japanese chocolatiers, including Yoshinori Asami, which showcases the charm of Alsace, France; Cacao Magic, Japan's first raw chocolate specialty store located in front of Kyoto's Ginkakuji Temple; Patisserie Etienne, created by internationally renowned sweet art designer Miya Fujimoto; and Mori Yoshida, created by up-and-coming chocolatier Morihide Yoshida, who opened his own boutique in Paris last year. The event will run until 6:00 PM on the 27th at two venues on the 6th and 7th floors of the main building. It will then be expanded to JR Kyoto Isetan, JR Osaka Mitsukoshi Isetan (all from January 29th to February 14th), Nagoya Sakae Mitsukoshi (from the 31st to February 4th), Iwataya Main Store, Marui Imai Sapporo Main Store (all from February 1st to 13th), and Sendai Mitsukoshi (February 5th to 14th).
Watch footage from the Salon du Chocolat pre-party held on the 21st here.