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Look Chocolate
Silently Shows What Fujiya Used to be?
Date:09, Feb, 2019
Investigated and Written by Misaka Youhei
About our introductory articles


Hello, everyone. Today I'm talking about "Look Chocolate" produced by Fujiya. Yes, it is one of chocolate products popular in Japan. You can easily find it with yellow-colored package at most of Japan's supermarkets. Have you ever heard it? Even if no, no problem. Let's learn with me now. Live and learn.

First, I'm telling you what it is. Fujiya have launched a variety of flavor. The representative type is "Look A La Mode Chocolate," a yellow-colored pack of 12 tiny chocolate blocks. It contains 4 kinds of flavor in a pack.


Fujiya was originally a cake shop in Yokohama, Kanagawa. Fujii Rin-emon established it in 1910. It is the first cake shop that officially released Xmas cake in Japan.

Then, in the 20th century, Fujiya had been active also as a restaurant chain, not just as a sweets manufacturers. They worked and introduced foreign food culture all over Japan. "Look Chocolate" is a kind of their introduction. "Look A La Mode Chocolate" was first released in 1962. In 1960, liberalized was importing cacao beans to Japan. It means that most of Japanese people had been pretty difficult to have chocolate before 1960's. Fujiya probably planned to show Japanese people what chocolate with some kinds of flavor was.

Time has gone by. It is 2019. We are in what is called a "satiation nation" for oil. Today, chocolate is no rare in Japan. Most Japanese people no more need to be introduced foreign food culture. Of course, the meaning of Fujiya also changed.


Now Fujiya are just a subsidiary of Yamazaki Baking Co., Ltd. They purchased Fujiya in 2008. I'm difficult to say that Fujiya have released something novel in this decade. We can find "Look Chocolate" there at stores today again. Maybe it silently shows us what they used to be.


FUJIYA Official Site




 

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