Interview
Regards Croisés – La Maison du Chocolat in Japan: French Excellence and Japanese Finesse
In this first episode of our Business: Cross Perspectives series, we give the floor to Benjamin Costa, CEO of La Maison du Chocolat, a jewel of French craftsmanship that has become a true benchmark for premium chocolate in Japan.
As the brand’s second-largest market after France, Japan perfectly illustrates the successful encounter between French artisanal know-how and cultural refinement.
And the observation is clear:
“The Japanese have an immediate connection with excellence and craftsmanship: they ask questions, taste with finesse, and value chocolate as an exceptional product.”
Throughout the conversation, Benjamin Costa sheds light on the specificities of this demanding market and shares his strategic vision for the future:
Adapting to the Japanese market:
Special attention to packaging – two-piece boxes, delicate separators, kawaii touches – to match Japan’s gift culture and aesthetic sensibility.
A product offering designed both for personal enjoyment and the art of gifting, at the heart of local customs.
Strategic choice of locations:
Recent openings of two remarkable venues in Takanawa and Seibu.
A new boutique-salon concept offering an all-day menu (lunch, after-five, small plates), enabling customers to experience French excellence in everyday life.
Balancing French and Japanese influences:
A luxury identity defined by excellence rather than price: each chocolate is handmade, a reflection of the artistry of its recipes and the quality of its ingredients.
A proud presence within the Comité Colbert, embodying the global influence of French luxury and art de vivre.
An inspiring testimony for any French company looking to establish itself in Japan: it demonstrates how heritage, innovation, and cultural sensitivity can elevate a product into a true art of living.
👉 Watch the full interview here: https://youtu.be/YUg7h0TKh3w
