Seibu Ikebukuro Main Store has launched its Valentine's Day event, "Chocolate Paradise 2014." This year's event, the fourth in its kind, brings together 120 domestic and international brands, including some that are making their first appearance. It runs until February 14th.
This year's theme is "Gorgeous Valentine's Day," and the focus is on the rapidly increasing popularity of chocolate for friends and women, with a lineup of many cute chocolates that are popular with women. "Sebastian Builler" has introduced "Rouge à Levres (945 yen)," a lipstick-shaped chocolate that is so realistic it could be mistaken for the real thing, and "Chocola Fittish (945 yen, exclusive to this store)," a high-heel shaped chocolate filled with vanilla-flavored ganache bitters. Michel Jourdan unveiled "Macille Chocolat (2,520 yen, Seibu Sogo exclusive)," a chocolate in the shape of a cosmetic palette, with even the brush recreated in chocolate; Pour Jour unveiled "Valentine Bonbon Chocolat (2,001 yen, store exclusive)," a chocolate themed on a day of the week with striking pop colors; and Del Rey unveiled "Diamond Chocolat (2,205 yen, store exclusive)," a diamond-shaped chocolate with an original charm.
The most eye-catching item was "Chocolat Parfum Raffine Rose (1,501 yen, store exclusive)" by Miho Chef Chocolatier. This single bonbon chocolate, housed in a crystal jewelry case, is a luxurious treat, encapsulating the essence of roses and topped with edible rose petals. Pastry chef Miho Saito says, "I imagined a man receiving this chocolate on Valentine's Day putting the ring in a jewelry case and giving it to the woman on White Day."
Le Chocolat de H will be making its first appearance with the "C.C.C. Nano Chocolat (1,801 yen)," which won five awards at the Paris Salon du Chocolat. "Nano Chocolat is a completely new ingredient that brings out the best in ingredients and allows you to control the sweetness. It has shaken up the traditional chocolate-making process, and that has been well-received," says chef Hironobu Tsujiguchi.
The venue will also feature a number of exclusive items. There will also be a dining area for those who want to treat themselves. Enjoy Chocolat Mont Saint Clair soft serve ice cream, Henri Leroux kouign amann, and chocolate drinks from 100% Chocolate Cafe.
The buyer in charge said, "The event has grown in scale every year, and last year the number of customers making purchases in one day reached a record of 30,000. In recent years, demand for chocolate as gifts for female friends or as a treat for oneself has been growing. When we sold lipstick-shaped chocolates for the first time last year, they attracted attention from both customers and the media, so this year we have lined up chocolates with motifs of cosmetics, high heels and rings to please women again. High-quality chocolates are also very popular, so each brand is expanding its lineup of high-priced products."
