Black Thunder pop-up store opens in Japan
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Yuraku Confectionery has opened a Black Thunder pop-up store in Tokyo, selling chocolate to women for the men they’re not attracted to. The “obligation chocolate” business goes to the Japanese expectation that women should buy chocolate for male coworkers on Valentine’s Day and to express gratitude at other times of the year, without hinting at romantic attraction. The Black Thunder store is designed to save time for women observing the social nicety.
The Black Thunder chocolate range is designed to be low-cost and sufficiently sweet to please recipients, while avoiding any fancy designs that might be mistaken for signs of hidden passion.
The Black Thunder Obligation Chocolate Shop is located in the Tokyo Station Ichibangai underground shopping centre, connected to Tokyo Station, so that women can pick up several boxes or a large pack of individually-wrapped chocolates in one visit. It will remain open until Valentine’s Day.
Questions & Answers
Q.What is the primary purpose of the Black Thunder pop-up store?
What is the primary purpose of the Black Thunder pop-up store?
The store sells chocolate to women for male colleagues, addressing the Japanese social custom of 'obligation chocolate'. This helps women fulfil the expectation of buying chocolate for men on Valentine's Day or as gratitude without implying romantic interest.
Q.What kind of chocolate does the pop-up store sell?
What kind of chocolate does the pop-up store sell?
The store sells Black Thunder chocolate, which is described as low-cost and sweet enough to be pleasing. The packaging avoids fancy designs that could be misinterpreted as romantic signals.
Q.Where is the Black Thunder pop-up store located?
Where is the Black Thunder pop-up store located?
The Black Thunder Obligation Chocolate Shop is situated in the Tokyo Station Ichibangai underground shopping centre. This location, connected to Tokyo Station, allows women to easily purchase multiple boxes or packs of chocolates.
Q.How long will the pop-up store be open?
How long will the pop-up store be open?
The pop-up store will remain open until Valentine's Day. It is designed to specifically cater to the demand for 'obligation chocolate' around this time of year.
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