Five by Fifty » Search Results » Morinaga

Reverse Chocolate

Fri, 23 Jan 2009 05:29:10 +0000

Morinaga has released Dars chocolate in a package intenionally printed backwards.

Snack maker Morinaga has released a its Dars chocolate bar in a new package intentionally printed backwards, as part of a clever Valentine’s Day promotional campaign.

Valentine’s Day is celebrated in Japan by the giving of chocolate as in many other countries. However, it is the custom for women to present chocolate to men. Women working in companies are expected to give small, inexpensive gifts of chocolate to male coworkers at the office, a custom called “giri choco” (obligatory chocolate). With February 14th falling on a Saturday this year, chocolate makers are fretting over the lower demand for “giri choco”.

To make matters worse, it seems that Japanese women are feed up with the whole tradition. Earlier this month, chocolate maker Morinaga published the results of a survey revealing that 90.8% of Japanese women would like receive chocolate from men on Valentine’s Day. 69.7% said that they have bought chocolates for themselves for Valentine’s Day, and 89.6% admitted that they have eaten chocolate that was given to their boyfriends or male family members.

Popular actors Junji Takada and Yusuke Yamamoto are part of the campaign.

Japanese men seem ready to relent, with 85.9% saying the way Valentine’s Day is celebrated outside Japan is a good custom. 91.3% of men said they would give chocolate to women, but only if asked. To give Japanese men a little encouragement by promoting the idea of “reverse chocolate” (chocolate given by men to women), Morinaga has released a limited edition of its popular Dars chocolate bar with the packaging intentionally printed in reverse. Popular actors Junji Takada and Yusuke Yamamoto appear in television commercials promoting “reverse chocolate.”

Morinaga Strawberry Fondue Dars

Wed, 14 Jan 2009 05:20:05 +0000

Morinaga has released a “Strawberry Fondue” flavor in its Dars chocolate line. Morinaga is releasing a number of strawberry-based sweets in January and February as part of its “Strawberry Fair” campaign.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Morinaga Retro Chocolate

Wed, 14 Jan 2009 05:06:50 +0000

Morinaga has released two new chocolate bars with retro packaging. The milk chocolate and bitter chocolate bars feature illustrations from old Morinaga ads. Morinaga, founded in 1918, was the first company in Japan to refine chocolate from coco beans.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Morinaga Strawberry Chocolate

Fri, 09 Jan 2009 05:18:58 +0000

Morinaga has released a new chocolate stick snack that is flavored with European grown strawberries. The product name “Ko-eda” means “twig” in Japanese.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Morinaga Chocolate balls

Wed, 07 Jan 2009 03:11:04 +0000

Morinaga has released a limited edition of its long-selling chocolate ball snacks, represented by the popular “Kyoro” bird mascot. Like so many other snack products entering this market this month, this one is being marketed to students preparing for Japanese university entrance exams, with the mascot appearing on the package dress like a professor.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Chocolate for Test Takers

Wed, 07 Jan 2009 02:49:26 +0000

Morinaga has released two chocolate snacks marketed to students studying for college entrance exams, which are held every January. The snacks are light corn flake waffers covered in white chocolate or dark chocolate. When the packages of the two products, which are sold separately, are lined up, the spell out “gokaku” meaning “make the grade” in Japanese. Morinaga has also released a limited edition of its long-selling chocolate balls, sweetened with grapes.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Haichu Exam Candy

Wed, 07 Jan 2009 02:35:51 +0000

Morinaga has released “Haichu” a soft, chewy, plum-flavored candy which is designed to make chewers alert, and has gone on the market when millions of students are studying for the notoriously difficult exams to enter Japanese universities. The Japanese word for “pass the test” even appears on the package.

Learn more:
Other Morinaga Products
Morinaga Official Site (Japanese

Dars Chocolate Temperature Indicator

Tue, 23 Sep 2008 07:44:18 +0000

Morigana has released a new package for its chocolate snack Dars that includes a thermometer function – an indicator on the package shows when the chocolate is at the right temperature to enjoy, which the company has decided is 22 degrees Celsius.

Morinaga Milk Acerola Yogurt

Wed, 06 Aug 2008 08:21:54 +0000

Morinaga Milk has released a new acerola flavoured yogurt in their Aloe range.