Morinaga Hi-Crown Chocolate Limited-time shop opens for its 50th anniversary

 

Morinaga & Co. opened a limited-time "Hi-CROWN 2 Tsubo Shop" at JR Tokyo Station GRANSTA (October 27th to December 7th) to commemorate the 50th anniversary of its "Morinaga Hi-CROWN Chocolate," first released in 1964. Launched in 1964 when chocolate typically cost 50 yen, Hi-CROWN was priced at 70 yen. Yet, its carefully selected ingredients and meticulous manufacturing process earned it widespread popularity.

 

The name "Futatsubo" (meaning "two tsubo") was inspired by the size of the first confectionery factory established by founder Taichiro Morinaga. The shop's sales space is designed to be two tsubo (approximately 6.6 square meters). The shop's design evokes the image of the "box carts" used to transport and sell goods door-to-door back then. This initiative is the second installment of the company's "Okashinnovation Project," launched in April. Its goal is to discover and promote new value in confectionery.
(First installment article: From Space!? Sweets That Make You Want to Learn. )

 

At the opening ceremony on the first day, President Toru Arai stated, "We poured our heart and soul as a chocolate maker into this new product. We hope you enjoy tasting it and continue to love it." The store sells items like the "High Crown 50th Anniversary" and "High Crown Lollipop," which have been renewed using the original launch recipes and the company's accumulated technology.

Additionally, since the founder hailed from Saga Prefecture, limited-edition Arita ware special packaging and made-to-order collaboration products will be sold. Saga Prefecture Vice Governor Hiroki Sakai remarked, "Through this collaboration, we've created something that embodies the history, tradition, culture, and technology of both Morinaga and the prefecture."

Collaboration products featuring Arita ware inspired by Tokyo Station and ingredients from Saga Prefecture

 

High Crown Special Site: morinaga.co.jp/special_campaign/141027