Feb 22, 2009
Chic chocs
Japanese nama or 'raw' chocolates are getting popular here for their luscious mouthfeel and delicate texture
By Huang Lijie
Japanese nama chocolates have become so sought after that more chocolate shops are pushing the sweet treat over their counters.
This Japanese cocoa confection was introduced here as early as 2001 by Royce', a famous Japanese confectionery which set up its first outlet in the Takashimaya basement food hall.
In the last few months, at least three other Japanese confectionery retailers have started muscling in on the nama chocolate market. And response has been enthusiastic.
Nama chocolate gets its name, which means 'fresh' or 'raw', from the fresh ingredients used to make the chocolate.
Its composition is similar to ganache, a Western confectionery term for the mixture of chocolate and cream, which may be used to make chocolate truffles.
Nama chocolates are usually sold in small rectangular slabs and dusted over with a coat of cocoa powder. It requires careful storage in refrigerated conditions to prevent the fresh cream from spoiling.
Fans are full of praise for its luscious mouthfeel and delicate texture as it is softer than most other types of chocolate bonbons.
Kobe Goncharoff, a well-known confectionery from Kobe, Japan, is one of the three new retailers to hit the scene.
It has been retailing in Takashimaya food hall, across from Royce's counter, since last October.
Mr Hiroshi Morita, 61, owner of S.K.Y21 Marketing, which imports Japanese food products and gift items here, says he decided to bring in Goncharoff's nama chocolates because he was confident that its popularity could support the entry of another competitor.
He acknowledges that sales were a little slow initially due to a lack of brand awareness.
But with more publicity of its chocolates, its stock of some 1,500 boxes were sold out over the recent Valentine's Day weekend.
He says new supplies are likely to come in next month.
Besides nama chocolates, the store also sells gaufres, or wafer-like cookies, that are a speciality of Kobe.
Another chocolatier selling nama chocolates here is Blue Ribbon in Kandahar Street.
The store, which opened last year, carries a line of haute, hand-made chocolates by a boutique chocolate store with two outlets in Tokyo.
Blue Ribbon owner James Wong, who is in his 60s, says he first tried the Tokyo store's nama chocolates a year ago when a Japanese friend bought them for him as a gift.
He says: 'The chocolate tasted very refined and I liked it so much that I thought, why don't I bring it in to Singapore?'
After months of negotiation with the Japanese chocolatier, he was finally allowed to import the chocolates to Singapore, but on the condition that he sells them under a different brand name.
He says: 'The shop in Japan was not willing to be held responsible for the product, should anything happen to it during its freight to Singapore and storage here.'
Blue Ribbon stocks four flavours of nama chocolates - milk, mandarin orange, champagne and cognac, with the liqueur-flavoured chocolates being more popular here.
Its nama chocolates are the second best-selling line of products after its range of chocolate-covered nuts. It also sells a variety of truffles enrobed in chocolate shell, in flavours such as yuzu citrus and green tea.
Business consultant Sunny Wee, who is in his 60s, is a fan of Blue Ribbon's nama chocolates, and prefers it to Royce's.
He says: 'The Blue Ribbon version tastes more refined and has a smoother texture.'
Nippon-Ya, a Japanese sweets store in The Central, has also been retailing a variant of nama chocolates since 2007.
Called Sweet Mousse Chocolate, its rectangular appearance and coat of cocoa dust is reminiscent of nama chocolates.
However, it is not as temperature-sensitive because it is sold off the shelf and does not require constant refrigeration.
Also, it contains vegetable oil, which other types of nama chocolates sold here claim to be free of, because they rely on high-quality fresh cream for a velvety texture.
Nippon-Ya's store manager, Ms Jane Kwok, who is in her 50s, says the Sweet Mousse Chocolate sells well and its stocks need to be replenished monthly.
Indeed, while the new retailers have found enthusiastic followers, they will still have to contend with Royce's growing presence.
According to Mr Mikami Masashi, 53, regional manager of Royce' Confect, sales of its nama chocolates have increased by more than 20 per cent year on year since it opened. It will be adding a third outlet in ION Orchard soon.
TASTE TEST: HAUTE CHOCOLATE
LifeStyle did a blind taste test of the various types of Japanese nama chocolates sold here to see how they stack up against one another. Below is our verdict.
ROYCE
Where: 391 Orchard Road, Takashimaya Food Hall, B2, Takashimaya Department Store and 3 Temasek Boulevard, 01-142, Suntec City Mall
Open: 10am to 9.30pm daily and 11am to 10pm daily, tel: 6737-4977 and 6738-0153
Cost: $15 (Much of its stock sold out during the Valentine's Day period and new stocks will arrive by March 4.)
Verdict: It has a smooth, velvety texture and melts in the mouth. It also has a good, well-balanced chocolate flavour with just the right cocoa intensity.
KOBE GONCHAROFF
Where: 391 Orchard Road, Takashimaya Food Hall, B2, Takashimaya Department Store
Open: 10am to 9.30pm daily
Cost: $15 (Out of stock at the moment, but new shipments will come in next month.)
Verdict: It is a bit sweeter than Royce's but it is also more luscious. The cream is not overwhelming and is nicely balanced with dark chocolate.
BLUE RIBBON
Where: 42 Kandahar Street
Open: 11am to 5.30pm, Mondays to Saturdays, noon to 3pm, Sundays, tel: 6297-7289
Cost: $32
Verdict: It has a caramel taste and a smoother texture than Goncharoff and Sweet Mousse Chocolate. It could, however, be more chocolatey.
SWEET MOUSSE CHOCOLATE
Where: 6 Eu Tong Street, B1-39, The Central
Open: 11am to 10pm daily, tel: 6534-9020
Cost: $12.90
Verdict: It is dry, crunchy and very sweet. The chocolate flavour is not strong either.
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