The Maker Speaks
Goen-ga Aruyo
Tirol-choco's Pride?
Tirol-choco's Pride?
Hello, everyone. I'm pleased to see you here now. Last day, I mentioned about Tirol Chocolate by Tirol-choco Co., Ltd. Do you remember? They produce Tirol Chocolate, and so their company name comes from it. Catchy. But it does not mean that they exclusively produce nothing but Tirol Chocolate. What do they produce except Tirol Chocolate? For instance, Goen-ga Aruyo is it.
What is Goen-ga Aruyo? most of you probably wonder. I'm talking about it now.
In Japan's language, Goen-ga Aruyo means there's destiny, and also 5 yen coin is there (Go means 5). Goen-ga Aruyo has a twofold meaning, it points.
Like its name Goen-ga Aruyo shows, it is a 5 yen coin shaped chocolate. Of course, you cannot use them as real coins in any situations. You had been able to get it as a single article (the price was 5 yen!) until 2007. Today it's never sold separately, it's part of a set.
They began to produce the Goen-ga Aruyo in 1984. Why did they decide to produce such a cheap chocolate? In 1984, Their representative one Tirol Chocolate was already very popular. At the time, we were able to get a grain of Tirol Chocolate at 10 yen. Japan didn't have any consumption tax in the middle of 1980's. Then, they thought "why don't we launch a cheaper one?" "5 yen?" "Yes, we should produce a chocolate which you can buy at 5 yen!" Goen-ga Aruyo appeared therefore.
How do you feel? You're no difficult to imagine how reckless it was. It did't pay them at all to produce and to sell Goen-ga Aruyo at a single article. Trying to Make it profitable, you just have to mass-produce and mass-sell the ones. It was never possible, however. So they stopped it in 2007 as mentioned above.
Why did they keep launching it over 2 decades though it was all unprofitable? you might wonder. Let's make it happy by interesting sweets. Tirol-choco's policy is it. I believe they desired to make their customers happy with Goen-ga Aruyo although it didn't pay at all. You could get it at 5 yen. It means that children were almost able to buy the single one with using their pocket money. Tiny happiness was doubtlessly there with them. Profits are not everything although benefit is important.
What is Goen-ga Aruyo? most of you probably wonder. I'm talking about it now.
In Japan's language, Goen-ga Aruyo means there's destiny, and also 5 yen coin is there (Go means 5). Goen-ga Aruyo has a twofold meaning, it points.
Like its name Goen-ga Aruyo shows, it is a 5 yen coin shaped chocolate. Of course, you cannot use them as real coins in any situations. You had been able to get it as a single article (the price was 5 yen!) until 2007. Today it's never sold separately, it's part of a set.
They began to produce the Goen-ga Aruyo in 1984. Why did they decide to produce such a cheap chocolate? In 1984, Their representative one Tirol Chocolate was already very popular. At the time, we were able to get a grain of Tirol Chocolate at 10 yen. Japan didn't have any consumption tax in the middle of 1980's. Then, they thought "why don't we launch a cheaper one?" "5 yen?" "Yes, we should produce a chocolate which you can buy at 5 yen!" Goen-ga Aruyo appeared therefore.
How do you feel? You're no difficult to imagine how reckless it was. It did't pay them at all to produce and to sell Goen-ga Aruyo at a single article. Trying to Make it profitable, you just have to mass-produce and mass-sell the ones. It was never possible, however. So they stopped it in 2007 as mentioned above.
Why did they keep launching it over 2 decades though it was all unprofitable? you might wonder. Let's make it happy by interesting sweets. Tirol-choco's policy is it. I believe they desired to make their customers happy with Goen-ga Aruyo although it didn't pay at all. You could get it at 5 yen. It means that children were almost able to buy the single one with using their pocket money. Tiny happiness was doubtlessly there with them. Profits are not everything although benefit is important.
※All Photos by courtesy of TIROL-CHOCO CO., LTD.
About TIROL-CHOCO CO., LTD.
・Established in 2004
・Employees: About 50 persons
・Where: Soto-Kanda 4-5-4 3F, Chiyoda-ku, Tokyo
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