Sectors & markets

Zugmeyer : its Franciscains spark a sensation in Tokyo

Audrey Besson, co managing director of the chocolatier and confectioner Zugmeyer, can hardly believe it. The Franciscain, the flagship cake of this legendary Grenoble based house, topped the popularity rankings at the Matsuzakaya department store in Nagoya during its chocolate fair. This small family run company from the Rhône Alpes region found itself ahead of veterans Pierre Hermé and La Maison du Chocolat at the end of the event. A first attempt, a masterstroke. “Incredible!” she exclaims. “Valentine’s Day in Japan is unique in that women give chocolates only to their loved ones and to people they appreciate,” she explains, amazed by the enthusiasm for her products. But Audrey Besson is on all fronts. “In Nagoya, we had to limit the number of boxes per person. In Kyoto, we sold out. Here, it’s madness.” On that day, she is standing in front of the Zugmeyer booth at the annual chocolate fair of the Odakyu department store in Shinjuku. Once again, her Franciscain causes a sensation.

Immediate success
Succeeding in Japan does not necessarily take time. By the end of its second trip to the Archipelago, Zugmeyer had already become a reference. Audrey Besson recalls the circumstances of her first stay last May: “We had received an award for a business trip through Air France to a destination of our choice. We chose to go far.” That destination was Tokyo. “We immediately attracted the interest of many importers. One of them was particularly enthusiastic. He was very precise in his requests, asked a lot of questions… That gave us confidence.” A contract was signed in October, and the first chocolates were delivered as early as December. After this first successful Valentine’s Day, Zugmeyer is now considering having its own corner in a department store. “We are very proud to be distributed in Japan. It is wonderful to begin our export journey here!” says Audrey Besson. The key to success? “The Chamber of Commerce’s business support team. They helped us tremendously,” Audrey Besson reveals.