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Need yet one more thing to do in Tokyo? Godiva’s got you covered. The chocolatier is branching out into bakery goods – and it’s opening its first-ever store today in Tokyo.
Japan might not be the first country you think of when you think “bread”. But the country has a long love affair with baked goods. The first bread came via Portuguese traders to the island of Tanegashima in the 16th century. (Incidentally, Tanegashima is famous for another import to Japan: guns.)
The Portuguese also gave Japan their word for bread. The word パン (pan) comes, not from the French pain, but from the Portuguese word for bread, pão.
Under its policy of isolationism (鎖国; sakoku), the Tokugawa Shogunate branded bread a Western perversion. It banned bread-baking except on the island of Dejima, where a handful of foreigners still resided.
It wasn’t until the start of the Meiji period, when Western culture came into vogue, that bread took off. Originating primarily in Yokohama and Kobe, it wasn’t long until bakers introduced Japan-specific variations such as anpan (bread with red bean paste).
Today, there are over 10,000 bakeries in Japan. The largest number are in Ehime and Kyoto Prefectures, with Kyoto the largest consumer of bread by prefecture in the country.
Given this rich tradition, it’s no surprise that Godiva would launch its very first bakery in Japan. And given how much people in Japan love food as much for its Instagram aesthetic as for its taste, it’s likely a good way to advertise this new arm of its business.
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The new Godiva Bakery – “Godi-pan” (ゴディパン ) for short – opens today, August 4th, in Chiyoda Ward, at Yurakucho 2-chome 10-1. In a press release, Godiva says that their goal is to combine European chocolate with the warmth of a Japanese town bakery.
The store will launch with 28 distinct items, some of which they have – as you’d expect – given a Japanese twist. Godiva’s cornet (コロネ) comes in three flavors: chocolate, strawberry, and matcha. There’s also the interesting-looking “Chocolatier’s Curry Bread” (ショコラティエのカレーパン), a combination of traditional Japanese curry bread with Godiva chocolate. (That’s one of those things I might try once, just for the meme.)
Godiva is also experimenting with some sweet/savory variations of its items. It’s selling several variations of tartine, or Belgian-style open-faced sandwiches. Two fall on the sweet side – dark and praline chocolate. But the chocolatier is also selling lunch-style sandwiches with chicken as well as raw salmon and edamame with mascarpone cream. All four sandwiches are served on a chocolate pie base, meaning you’ll get your chocolate fix no matter what you choose.
The store opens August 4th at 11am for the first time. I’ve set aside time this weekend to check it out and will report back with a review! Meanwhile, if you manage to make your way over there, let us know your thoughts on Twitter or via our contact form.
Sources
世界初！ゴディバのベーカリーショップ「GODIVA Bakery ゴディパン 本店」メニュー発表！チョコレートを堪能できるコロネやチョコレートの可能性を感じるカレーパンなど全28種類をラインナップ. PRTimes
都道府県別パン屋店舗数. Todo-Ran
日本のパンの歴史をご紹介します. Kyoto Pastry & Bakery Art College
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