RURU MARY'S: Exquisite Chocolate Gifts From Tokyo

MARY'S Chocolate: The Origins of Giving Chocolate on Valentine's Day in Japan

Picture courtesy of RURU MARY'S / This product is a Valentine's Day limited edition for 2024 and is currently not for sale.

MARY'Sis a chocolate brand founded in Japan. You might have noticed its logo featuring a silhouette of a girl from the side when passing by sweets display cases in department stores or major train stations in underground shopping areas.

Established in 1950, MARY'S has grown from a small factory in Shibuya to a representative brand in Japanese chocolate gifts. The brand is known for its commitment to using 100% cocoa butter even when the public was unfamiliar with chocolate.

Still today, it actively utilizes cocoa grown in domestic greenhouses to create a wide variety of products, significantly impacting Japanese chocolate culture.

This item is the floral tiger stripe Fennel Rose flavor.
The tradition of giving chocolates on Valentine's Day in Japan originated from the creativity of MARY's employees.

At the time, an employee received a letter from a friend living in Paris, mentioning that there was a custom in Paris to give flowers, chocolates, and cards on February 14. Thus, MARY'S decided to launch a Valentine's promotion in department stores during the Valentine's season in 1958.

However, since Valentine's Day was not yet widespread in Japan that year, they only sold three chocolate bars and one card. The following year, they attempted to write "to" and "from" signatures on heart-shaped chocolates, which gradually helped increase the popularity of Valentine's Day chocolates.

The Birth of RURU MARY'S

RURU MARY'S was founded in 2017, aiming to bring pleasant, abundant, and joyful moments to daily life through the enjoyment of chocolate.

Traditional chocolate-making methods infused with innovative ideas from professional pastry chefs, paired with vintage and exquisite packaging, quickly gained popularity among chocolate lovers. Many customers have even begun to collect the nostalgic and elegant gift boxes.

They recently collaborated with the Japanese fashion brand Beams and the lifestyle goods brand Francfranc to develop desirable co-branded products, such as fragrance sprays, plates, tote bags, and more. The demand was so high that additional sales were decided soon after the initial launch.

The First RURU MARY'S Storefront Opened in Aoyama, Tokyo

Originally, products were only available on the official website, at various souvenir counters, and at the Tsutaya Bookstore for a limited time.

In 2023, the first storefront RURU MARY'S shop was finally opened in response to the fans' anticipation. The location was chosen near the small factory established by MARY'S over 70 years ago.

The interior walls are adorned in a warm, deep green, evoking images of forests and trees. Various floral packaging gift boxes are arranged within this green space, creating an atmosphere that feels like being in nature.

Details also include antique-style furniture legs and golden decorative shelves, perfectly embodying the brand's characteristics of being luxurious yet refined.

Popular and Seasonal Limited Desserts

RURU Chocolate is a product specially developed for the storefront, resembling sparkling jewels. Anyone standing before the display case can't help but show a delighted expression.

This chocolate features smooth chocolate expertly combined with various ingredients such as jams and dried fruits, creating a unique texture.

All of the chocolates are recommended to be stored at below 10°C. Among them, the editor especially loves the yellow flower bouquet's fresh chocolate, which has a smooth texture created by the blend of caramel powder and milk chocolate, leaving one wanting more.

Picture courtesy of RURU MARY'S
The chocolate French butter cookies allow you to enjoy the sweet but not overwhelming chocolate and crunchy nuts. Each decadent bite exudes an enticing buttery aroma.

The seasonal, limited flavor offered in autumn is apple, which incorporates apple powder from Nagano Prefecture, wrapped in milk chocolate with a hint of cinnamon, providing a gentle flavor.

The palm-sized floral tiger stripe Fennel Snow has a soft and moist cake texture. This is especially true for the rose flavor, which is aromatic and melts in your mouth, bursting with flavor on the tongue.

Visit RURU MARY'S to Taste Delicious Chocolate in Tokyo

No matter which product you select, from the moment you open the gift box to the time you taste it, you will be immersed in the charms of RURU MARY'S. Next time you have the chance to visit the Aoyama district in Tokyo, consider stepping inside the store to select chocolates that bring joy and satisfaction to yourself or someone special!

RURU MARY'S Aoyama Street Store

1F, Aoyama Kobayashi Building, 1-7-4 Shibuya, Shibuya-ku, Tokyo 150-00...

RURU MARY 'S is a brand that provides a relaxing, rich, and happy time through sweets. "Ruru" means a thin, continuous appearance. It was bo...

In cooperation with RURU MARY'S Aoyama Store