[Part 2] Why not spend Valentine’s Day with a “Fika” and 100% organic Nordic chocolate with 130 years of history?

Hello! I’m Hirukawa from the 1st Division of the Public Relations Business Headquarters. At SUNNY SIDE UP, we are supporting the PR activities in Japan, website (landing page) production, and SNS operation consulting for Malmö Chokladfabrik, a Swedish chocolate brand that fully launched in Japan in November 2022.

In this two-part series, we will introduce the dedication of Malmö Chokladfabrik and the Swedish culture and climate that produce such delicious chocolate, including a report from our visit to the city of Malmö, Sweden.

▼ Click here for Part 1
[Part 1] Recommended for Valentine’s Day! A report from Sweden on the history of 100% organic Nordic chocolate that has arrived in Japan

In this second part, we will introduce Sweden’s unique “Fika” culture, which is central to the creation of delicious chocolate, along with a report from the streets of Malmö.

As a side note, since it happened to be the season during my visit, I ate crayfish for the first time in my life, and it was shockingly delicious.

On the second day of our visit, we toured several chocolate shops in the city. I was struck by how beautifully the products were laid out in every shop we visited. We also heard from the shop staff that Malmö Chokladfabrik is sold at a slightly higher price point compared to other products and is highly regarded as a “treat for oneself or a wonderful gift for a small anniversary.”

There are also shops scattered around that sell sweets using Malmö Chokladfabrik chocolate as an ingredient.

On this day, we also visited the original factory. The building still stands today and is said to be a popular historical landmark.

The eye-catching package design is inspired by the chimney of this factory as a tribute to the founder.

Experiencing “Fika” and the high awareness of organic products among the Swedish people

In Sweden, there is a culture called “Fika,” which the Swedish people value very highly; it is the practice of taking a break with coffee and something sweet. While many people enjoy this at home around 3:00 PM, some companies and schools have a rotation system and make it a rule to always hold a Fika before important meetings.

We also experienced “Fika.” The meeting table was lined with chocolate and fruit (though it may be hard to see in the photo). Despite the language barrier, I felt that the relaxed atmosphere allowed for a more active discussion.

[Product Name] Malmö Dark Milk Chocolate Coffee Bean 55%
[Price] 1,404 yen (tax included)

The Fika culture is also reflected in product development, with items featuring coffee beans that pair perfectly with coffee. They have commercialized a dark milk chocolate that combines robustly crushed coffee beans with smooth, rich chocolate.

Furthermore, I realized how deeply awareness has permeated the citizens, as there are many supermarkets specializing in vegan products and organic specialty stores within Malmö city.

Standing tall like a bar of chocolate

A supermarket with an extensive range of organic and vegan products

A whiteboard in a corner of the store. Apparently, if you write down a product you want that isn’t in stock, they might bring it in at a later date.

Even the trash cans at the hotel where we stayed had a dedicated section for “Organic.”

Finally, I would like to introduce the local food. One thing I found surprising was that I hardly saw any meat dishes in the city and had no opportunity to eat them during my stay (though there were some at the hotel buffet). In Sweden, this awareness is said to be widespread due to concerns about the impact on the environment and human health, as well as from the perspective of the SDGs. With voter turnout said to be as high as 90%, I was able to catch a glimpse of this national character.

The lunch served at the headquarters. It is a vegan dish centered around red cabbage. It was well-spiced and delicious, and surprisingly filling.

Meals mainly consisted of bread and fish.

As an aside, since my visit happened to coincide with the season, I tried crayfish for the first time in my life—and it was shockingly delicious.

Valentine’s Day Limited Information

Malmö Chokladfabrik, a traditional brand loved for over 130 years by people for whom “Organic” and “Fika” are rooted in their culture, arrived in Japan in November 2022 and is currently available for purchase at the official online shop. Additionally, limited-time Valentine’s Day stores are currently open. Items can be purchased individually, so please feel free to take this opportunity to visit.

– Shibuya Hikarie (Shibuya-ku, Tokyo)
– Daiwa Department Store Kohrinbo (Kanazawa City, Ishikawa Prefecture)
– Nishinomiya Hankyu (Nishinomiya City, Hyogo Prefecture)
*All locations open until Tuesday, February 14, 2023

[Product Name] Malmö Dream Box
[Price] 6,220 yen (tax included)

Website (Official Online Shop): https://malmochokladfabrik.jp/
Instagram: @malmochokladfabrik_jp

We will continue to regularly introduce seasonal recommended products handled by SUNNY SIDE UP, so please look forward to the next update! Click here for Part 1 of the Sweden Report 🍫