The 11th annual Parisian chocolate festival, "Salon du Chocolat," kicked off on January 23rd at the 6th floor event space of the Isetan Shinjuku store. Boasting the highest sales of any department store food event, the event drew large crowds of shoppers immediately after the doors opened, with long lines forming for selection boxes containing multiple chocolates, as well as brands like Sébastien Bouillet, Bernachon, and Philippe Bel. "This year's theme is 'Renaissance (Rebirth of Knowledge)' and explores the history of cacao, the individuality of artisans, and the culture of the producing regions. Our top picks include the selection boxes and the debuts of Sébastien Godard and Frédéric Awecker. Pascal Legac, known for his classic ganache creations, is currently popular. The current food trend is returning to classics, reflecting a preference for basic items," says buyer Teruhiko Kawaguchi, who oversees the fair. Frédéric Awecker is a pastry chef who received the MOF (Meilleur Ouvrier de France) in 2011. The event will feature chocolate sets from around the world, including flavors like Japanese yuzu and Tibetan black tea. Regarding the event, Awecker said, "I usually work in Avignon, so it's fun to meet Parisian chocolatiers, whom I don't often have the opportunity to meet. Chocolates from Japanese pastry chefs are also inspiring." As the brand logo includes the words CREATEUR DE DOUCEURS (creator of sweets), the brand is conscious of offering a variety of sweets, including ice cream, in addition to chocolate. It also means "happiness," conveying the message, "We want to spread happiness through our sweets." An opening ceremony was held the night before the opening, featuring chocolate stars such as Jean-Paul Hevin, Sébastien Bouillet, Sadaharu Aoki, and Susumu Koyama. There was also a surprise guest appearance by manga artist Setona Mizushiro, who illustrated the Selection Box packaging. The event was celebrated in style when she appeared at a floral stand designed by Nicolai Bergmann and cut the ribbon that was presented to her.
The official Japanese website for Salon du Chocolat opened in January of this year.
