A new white chocolate specialty shop is set to open inside Tokyo Station. SHIROÉ by Hugh Morgan (シロエ バイ ヒューモルガン), a brand launched by luxury vanilla specialist Hugh Morgan, will open its first permanent store in the Gin no Suzu Area of GranSta Tokyo on March 5, 2026 (Thursday).
The idea for SHIROÉ began with an encounter with couverture chocolate made from Papua New Guinea cacao. That white chocolate offered more than sweetness alone—it carried layers of aroma reminiscent of almond tofu and anise, a pleasant hint of bitterness, and almond-like nuances. Recognizing a natural harmony between this multi-layered chocolate and the complex fragrances found in carefully sourced vanilla, the team behind Hugh Morgan created SHIROÉ as a brand where white chocolate and vanilla interact not as separate elements added together, but as complementary forces that amplify each other.
The Name "SHIROÉ"
The name combines "SHIRO" (白, meaning white) and "É," which represents "to someone." It captures the moment when vanilla fragrance—drawn from world-sourced selections and expressed through white chocolate—is handed from one person to another as a gift.
Using Every Part of the Ingredient
Hugh Morgan uses a large volume of high-quality vanilla in its confections. In making SHIROÉ's products, vanilla pods and beans that retain their fragrance even after simmering are dried, ground into powder, and incorporated rather than discarded. This approach reduces food waste, honors the producers, and ensures that a precious ingredient is used to its fullest.
Product Lineup
SHIROÉ's lineup places vanilla-scented white chocolate at the center, with each item suited to different purposes and occasions. (All prices include tax.)
THE SHIROÉ (ザ・シロエ)
Prices: 3 pieces – ¥842 / 8 pieces – ¥2,160 / 15 pieces – ¥3,888
The signature product bearing the brand's name, THE SHIROÉ is the first piece visitors are encouraged to try. Smooth and creamy with a melt-in-the-mouth texture, it harmonizes the almond-like aroma of white chocolate with high-quality vanilla and a touch of kirsch. Vanilla bean seeds are kneaded into the ganache so the fragrance carries from the first bite to the last. The aromas of white chocolate, vanilla, and kirsch unfold in stages, making for a refined and distinctive fresh chocolate.
Chocolat Bar (ショコラバー)
Prices: 2 pieces – ¥842 / 6 pieces – ¥2,646 / Medium box – ¥2,916
A white chocolate bar rich with the aroma of Madagascar vanilla, layered with toasted almonds, dried fruits, fluffy marshmallow, and crisp crumble. The cross-section is visually striking. Each bite delivers a sequence of sensations: the gentle fragrance of vanilla, the mild sweetness of white chocolate, the nuttiness of almonds, the acidity of fruit, the softness of marshmallow, and the crunch of crumble.
Éclair (エクレール)
Prices: Éclair Vanilla – ¥400 / Éclair Caramel – ¥432 / Éclair Matcha – ¥432
Bite-sized éclairs that pair white chocolate with the full aroma of genuine vanilla. The moist choux pastry is filled with a white chocolate cream made generously with Madagascar vanilla. The custard-based cream is smooth and rich without feeling heavy, finished with just a small amount of almond and butter crumble for textural contrast. Three flavors are available: the aromatic Vanilla, the slightly bitter Caramel, and the flavorful Matcha.
Cake au Chocolat (ケーク・オ・ショコラ)
Prices: Individual (Vanille / Rum Raisin / Pistachio) – ¥637 each / 6-piece box – ¥3,942 / 3-variety 6-piece box – ¥3,942 / Large – ¥3,456
The same ganache as THE SHIROÉ is sandwiched in a light, moist biscuit sponge, then coated entirely in vanilla-scented white chocolate. Cashew nuts on the surface add texture and flavor, making it an appealing gift option. Three flavors are available: Vanille (plain), Rum Raisin (with raisins soaked in dark rum, giving a deep fruity depth), and Pistachio (for pistachio lovers who enjoy the nut's richness in a smooth ganache).
The Pastry Chef Behind SHIROÉ
SHIROÉ's chocolates are crafted by Head Pastry Chef Tahei Ushiyama (牛山 太平). After working at Mandarin Oriental Tokyo, he joined Hugh Morgan as Head Pastry Chef. With extensive experience as a chocolatier, he won the 2021 Cacao Trace Contest organized by Puratos Japan, among other competitions.
"I want to share the rich depth of vanilla's aroma and flavor—still not widely appreciated—with as many people as possible through confections."
With this goal, he uses carefully selected premium vanilla and works to draw out its full character in every product.
Brand Director
Brand Director Ayane Sakurano (桜乃 彩音) oversees the creative vision of SHIROÉ.
She joined the Takarazuka Revue in 2002 and later served as the top musumeyaku (leading female actress) of the Hana-gumi troupe, going on to work as an actress in stage productions and on screen. She joined Hugh Morgan as Brand Director from the brand's founding in 2022, shaping its concept and visual direction. Through SHIROÉ, she brings form to the feelings held in the acts of giving and receiving.
Store Information
SHIROÉ by Hugh Morgan (シロエ バイ ヒューモルガン)
| Opening Date | March 5, 2026 (Thursday) from 8:00 AM |
| Location | GranSta Tokyo, Gin no Suzu Area, B1F, JR Tokyo Station, 1-9-1 Marunouchi, Chiyoda-ku, Tokyo |
| Hours | Weekdays & Saturday: 8:00 AM – 10:00 PM / Sundays & Holidays: 8:00 AM – 9:00 PM (until 10:00 PM if the following day is a holiday) |
| Website | https://hughmorgan.co.jp/shiroe |
| X | https://x.com/SHIROE_by_HM |
| https://www.instagram.com/shiroe_by_hughmorgan/ |
