Japanese chocolate boutique

Nestlé’s KitKat brand is set to launch its first boutique, in Japan. The new ‘Chocolatory’ store will be located within the Seibu department store in Tokyo’s Ikebukuro district.

The store will stock exclusive varieties of the chocolate bar, created in collaboration with Japanese chocolatier Takagi. The varieties created by Takagi include Sublime Bitter, Special Sakura Green Tea and Special Chilli.

“KitKat is close to being a cult product in Japan, and it is a very special market for us,” says KitKat’s Global Brand Manager, Stewart Dryburgh. “I’m thrilled that this shop will allow us to showcase new KitKat premium products.”

The success of the KitKat brand in Japan has been fuelled by the launch of hundreds of unusual and innovative special edition flavours to meet Japanese consumers’ experimental tastes.

KitKat fans in Japan can choose from varieties including Purple Potato, Cinnamon Cookie, European Cheese, Bean Cake and Wasabi.