To celebrate its 20th anniversary in 2018, PIERRE HERMÉ PARIS has collaborated with Takram, a design and innovation firm based in Tokyo and London, for Japan's "Macaron Day." For "Macaron Day 2018," the brand will be offering a special macaron assortment and colorful macarons.


Macaron Day is an initiative that has been held in France for the past 13 years to raise funds for children battling serious illnesses. Originally a modest initiative started by Pierre Hermé in his own boutique, it has now grown into a large-scale charity event with participation from members of the internationally acclaimed association of pastry chefs, Relais Desserts, and various other organizations.

In Japan, the summer solstice, June 21st, has been designated as Macaron Day, and activities are carried out accordingly. Donations collected are used to cover the costs of improving the medical care and welfare of children through the Certified NPO National Network for Supporting Children with Incurable Illnesses. Six years ago, ambassadors were appointed to raise awareness of the Macaron Day philosophy and activities among even more people.

Starting with "Licca-chan," the dress-up doll known to all Japanese women, and "Hello Kitty," beloved by fans all over the world, in 2017 Paris-based artist Makiko Tanaka's "Macaron Baby" was appointed as an ambassador, and various memorable projects have been launched, with activities being undertaken to communicate joyfully to many people across nationalities and generations.


The theme of the 2018 Macaron Day collaboration between design innovation firm Takram and Pierre Hermé is "MACARON INVITATION."

It's an invitation to a joyful experience with authentic Pierre Hermé Paris macarons. Those who receive this invitation will become this year's ambassadors. Sharing macarons brings a shared sense of deliciousness and connection. It is the hope that everyone who buys a Pierre Hermé Paris macaron will share this happy experience with someone special.

In stores, the lineup offers a new perspective on how to choose macarons, including a special two-tiered box filled with an assortment of six types of macarons, two types of patisserie, and two types of tea, as well as a macaron assortment (1,566 yen including tax) with message cards saying "Thanks" and "LOVE."

During Macaron Day, we'll be offering 20 colorful macarons (some stores may have different selections). We've got the perfect early summer macarons, from the "Citron Pâté Sable" with refreshing lemon-flavored cream to the "Velouté Framboise" with yogurt-flavored white chocolate. We'll also be introducing five adorable petit gateaux. Choose a macaron that matches the recipient's favorite flavor, color, seasonal fruit, or the message you want to convey, imagining the smile on their face.

Other products available include four simple boxes featuring a leaf pattern, one of Pierre Hermé Paris' iconic motifs, that highlight the colorful macaron assortment, as well as the "Initiation Macaron Assortment of 20" (9,072 yen including tax), which comes in a cute donut-shaped box.

On Macaron Day, June 21st, a special party titled "Macaron Night 2018" will be held at Pierre Hermé Paris Aoyama. Guests will be able to sample 20 kinds of colorful macarons and petit gateaux in honor of Macaron Day. There are also plans to hold workshops for children.