Bel Amer, a Japanese chocolate specialty brand founded in 2003, will hold a refresh opening of its Isetan Shinjuku store on Wednesday, May 20, 2026. The store is located on the B1F "Café et Sucre" floor of Isetan Shinjuku's main building, and offers chocolates rooted in Japan's four seasons, crafted with meticulous artisan skill.
The brand name combines the French words "BEL" (beautiful) and "AMER" (bitterness), reflecting the "beautiful bitterness" at the heart of fine chocolate. Bel Amer carefully adjusts the melt and flavor of each chocolate to suit Japan's unique climate, and every piece is shaped by hand in a dedicated atelier — a process akin to traditional Japanese craftsmanship. The lineup spans fresh cakes, baked goods, and chocolates in a broad range of styles.
Bel Amer Isetan Shinjuku Exclusive Items
◆ Premium Palet Chocolat Confiture
The signature "Palet Chocolat" disc chocolate has been elevated into a premium exclusive creation for the Isetan Shinjuku store. Fruit purée, fruit juice, and a hint of fruity vinegar are encased in white, original milk, and ruby chocolate, yielding a chocolate that balances sweetness with a refreshing finish.
Premium Palet Chocolat Confiture (3 pieces): ¥1,836 (tax included)
Isetan Shinjuku exclusive
◆ Petit Terrine Chocolat
◆ Petit Terrine Chocolat Orange
Soft and smooth like fresh ganache, this Petit Terrine Chocolat features the bright flavor of orange peel layered with the texture of sablé, creating a deep and rounded taste.
Petit Terrine Chocolat Orange: ¥972 (tax included)
Isetan Shinjuku exclusive
◆ Petit Terrine Chocolat Pistachio Berry
A melt-in-your-mouth terrine chocolat with clean sweetness, paired with the sweet-tart notes of pistachio and dried cassis. Sablé adds textural contrast, creating an enjoyable interplay of flavor and bite.
Petit Terrine Chocolat Pistachio Berry: ¥972 (tax included)
Isetan Shinjuku exclusive
Palet Chocolat
A round, 6 cm disc chocolate crafted with careful attention to ingredients, thickness, and texture. These original chocolates come in a rich variety of flavors, letting you enjoy the contrast between a crisp bite and a smooth melt.
- 5 pieces: ¥2,052 (tax included)
- 10 pieces: ¥3,888 (tax included)
- 12 pieces: ¥4,428 (tax included)
- 15 pieces: ¥5,616 (tax included)
Bonbon Chocolat
Hand-crafted one by one in a dedicated chocolate atelier with strict humidity and temperature control, these bonbon chocolats stand out for their delicate melt and rich aroma. Spring and summer limited flavors join the lineup, available in gift sizes ideal for presents or personal treats.
- Gift box 4 pieces: ¥1,512 (tax included)
- Gift box 6 pieces: ¥2,052 (tax included)
- Gift box 10 pieces: ¥3,348 (tax included)
- Gift box 20 pieces: ¥6,480 (tax included)
Palet Chocolat Sandwich
A golden-baked sablé generously sandwiches a thick, glossy, and silky-smooth chocolate. The moment it hits the palate, the crunch of the sablé gives way to a rich chocolate flavor. Five flavors are available:
Noir: Bel Amer original bitter chocolate with cacao paste, sandwiched in cocoa sablé — a refined adult flavor
Strawberry Milk: Strawberry milk-flavored white chocolate in strawberry sablé, with gentle sweetness and a delicate fragrance
Noisette: Two types of milk chocolate blended with hazelnut paste for a rich, indulgent taste
Pistachio: White chocolate with pistachio paste in pistachio sablé
Blanc: Milk-flavored white chocolate sandwiched in cocoa sablé — simple yet elegant
5 pieces: ¥2,160 (tax included)
10 pieces: ¥4,104 (tax included)
Gâteau & Palet Chocolat
A luxurious gift box combining Bel Amer's beloved baked confections — including brownie, financier, cake, and madeleine — with the brand's original palet chocolat. The harmony between the baked goods and chocolate makes it a fitting gift for seasonal greetings and special occasions.
- Gâteau & Palet Chocolat S: ¥3,024 (tax included)
- Gâteau & Palet Chocolat M: ¥3,780 (tax included)
Gâteaux Sélection
A curated assortment of classic baked goods given a Bel Amer twist: brownie, moist financier, firm-textured cake, aromatic madeleine, and palet cookies pairing chocolate with fruit. The palet cookies come in three varieties — Chocolat Framboise (with framboise pâte de fruits), Fraise (pistachio and framboise), and Honey Lemon (honey lemon pâte de fruits with dried citrus and icing). The combination of flavors and quantities varies by box size.
- Gâteaux Sélection SS: ¥1,188 (tax included)
- Gâteaux Sélection S: ¥2,160 (tax included)
- Gâteaux Sélection M: ¥3,240 (tax included)
- Gâteaux Sélection L: ¥5,400 (tax included)
Seasonal Items
◇ Summer Palet Chocolat
Designed so chocolate can be enjoyed chilled even in the heat of summer, these seasonal palet chocolats take ice cream as their theme. The crispy texture of waffle cone-inspired crunchy chocolate combines with a smooth melt, accented by dried fruit and nuts. Five flavors are available: Strawberry Milk, Orange Cream, Soda (with a popping sensation), Apricot Caramel, and Chocolate Nut.
- 1 piece: ¥357 / 5 pieces: ¥2,052 (tax included)
◇ Gelée Financier
A spring and summer limited item that layers translucent, jewel-like pâte de fruits over a moist financier base. The result is a baked treat with a refreshing, cool finish. Three flavors are offered:
Orange: Financier with dried orange topped with orange gelée — a refined blend of citrus fragrance and gentle bitterness
Berry: Earl Grey sponge with cranberry, topped with berry gelée — a floral finish where tea and fruit intertwine
Matcha: Matcha-flavored sponge with dried lemon accented by yuzu gelée — a quietly profound Japanese citrus character
5 pieces: ¥1,620 (tax included)
10 pieces: ¥3,024 (tax included)
◇ Baked Chocolate
A new creation featuring a crisp, light sablé topped with a delicately crumbly baked chocolate. The aroma of cacao and the silky richness of chocolate layer beautifully over the biscuit's airy texture. Three flavors are available:
Noir: Bitter chocolate on sablé — a sophisticated adult taste
Rouge: Strawberry-flavored chocolate — vibrant color and a sweet-tart impression
Blanc: White chocolate with vanilla — a mellow sweetness with an elegant fragrance
5 pieces: ¥1,512 (tax included)
10 pieces: ¥2,808 (tax included)
◇ Fruit Float
A new two-layer jelly inspired by the classic "fruit float." A smooth, milky jelly base is topped with a generous layer of fruit jelly, creating a refreshing dessert whose flavor evolves to the very last bite. Three flavors: Strawberry, Melon, and Lemon.
- 1 piece: ¥422 / 6 pieces: ¥2,916 (tax included)
◇ Chocolat Mizuyoukan
A renewed version of Bel Amer's summer classic, Chocolat Mizuyoukan combines the smooth, watery mouthfeel of traditional yokan with the richness of chocolate. Three varieties are available:
Anmitsu Jelly: Agar with framboise, grape, and pineapple paired with chocolate yokan — an anmitsu-style dessert
Matcha Azuki: Milk chocolate and white bean yokan with matcha and adzuki bean — a harmonious blend of Japanese and Western flavors
Wagyuri Bitter: Bitter chocolate yokan with Japanese chestnut — the sweetness of chestnut balances the subtle bitterness of the chocolate
3 pieces: ¥918 / 12 pieces: ¥3,780 (tax included)
A summer assortment gift box containing both the new Fruit Float and Chocolat Mizuyoukan, presented in a cool blue specialty box. The combination of refreshing fruit jelly and chocolate yokan makes it a thoughtful seasonal gift.
- Fruit Float & Chocolat Mizuyoukan (14 pieces): ¥5,400 (tax included)
Gâteaux (Cakes by a Chocolate Specialty Shop)
A selection of cakes made with carefully chosen chocolate and premium ingredients, each hand-crafted to highlight the aroma and smooth melt of chocolate. The seasonal lineup changes throughout the year.
- Matcha Chocolat Tiramisu: ¥702 (tax included) — top right
- Orangeur Blanc: ¥681 (tax included) — bottom right
- Blanc Pudding: ¥681 (tax included) — top left
- White Chocolat Short: ¥778 (tax included) — bottom left
A glass dessert blending the deep aroma of coffee with the richness of chocolate. Crushed coffee jelly and café au lait jelly are layered with smooth bitter chocolate cream and vanilla-flavored panna cotta, then topped with milk jelly to evoke the froth of a café drink. Finished with white chocolate cream and cocoa powder.
Gelée Café: ¥638 (tax included) — right
Available from May 11 through end of August (planned)
A nostalgic, summery glass dessert styled like a cream soda. A melon soda gelée and melon-flavored panna cotta form the base, with nata de coco adding a chewy texture. Topped with white chocolate cream, a cherry, chocolate decorations, and silver sugar, it captures the charm of retro-pop cream soda.
Gelée Cream Soda: ¥692 (tax included) — left
Available from early July through end of August (planned)
Note: Refrigeration required. Cake offerings may vary.
Bel Amer Isetan Shinjuku
3-14-1 Shinjuku, Shinjuku-ku, Tokyo (Isetan Shinjuku Main Building B1F, Café et Sucre)
TEL: 03-3352-1111
Business hours follow the department store.
