World popular chocolatier Max Brenner from Israel comes to Japan. On Nov 30, it will open its first store in Japan at Omotesando Hills. The second store will open on Dec 20 at Tokyo Skytree Town Solamachi.

Max Brenner was founded in 1996 in Israel. Under the concept “to propose new ways of enjoying chocolate,” the brand manages chocolate specialty restaurants and bars, and retail stores. The store operates a total of 45 stores in 5 countries. The Union Square store in New York opened 7 years ago, but the wait to get in is still 3 hours.

In preparation for the openings in Japan, executive chef Katzie Guy-Hamilton visited Japan. “There are no rules when it comes to enjoying our chocolate. We want our customers to enjoy our products at ease and liberty, kind of like when they were kids,” says Katzie. On her visit, she made a presentation on the product line-up and demonstrated the making of the “Strawberry Hazelnut Crepe.”

At the cafe, Chocolate Chunk Pizza, topped with toasted marshmallows and chunks of white and milk chocolate, Classic European Fondue, strawberries, bananas, brownies, marshmallows and chocolate chip cookies for dipping into chocolate sauce, Strawberry Hazelnut Crepe, crepe covered in chocolate hazelnut spread topped with sliced strawberries and others will be served.

Drinks will be served in Max Brenner’s original tableware. Hot chocolate (500 yen) is served in a “hug mug” and cold chocolate drink (700 yen) is served in the “Alice cup,” imaged after Alice in Wonderland. The tableware will also be sold at the stores.

For the store openings at Omotesando Hills and Tokyo Skytree Town Solamachi, the first 100 customers to visit each store on the opening day will receive a hug mug and original tote bag.