THE chocola is a Nagoya cake shop that draws lines before doors open, with stock typically selling out before noon. As of March 2026, the shop is introducing a new approach to its nationwide department-store pop-up events: a sharp reduction in sales volume, starting with an event in Fukui Prefecture on March 13, 2026.
A Pop-Up That Sells Less on Purpose
Pop-up events are typically designed to move as much product as possible. THE chocola, however, is choosing to limit its event sales to roughly one-quarter of the quantities it has offered in the past — a level that, after factoring in ingredients, travel costs, and venue fees, leaves almost no profit for the shop.
The reasoning behind this unusual approach: "We want to deliver the product in the best possible condition to the people who truly want to eat it."
THE chocola's gateau chocolat is baked entirely by the owner, Sawada, working alone. Because of the specialized production process, only 20 to 30 pieces can be baked in a single day. This constraint has led the official online shop to develop a waiting list of more than one year.
Pop-up events offer one of the few opportunities to purchase THE chocola on the spot, at nearly the same quality as the flagship Nagoya store. While quantities are limited, events also give customers a chance to hear directly about the ingredients and production method — a conversation that goes beyond a simple purchase.
The Event Sales Team
Events are staffed by Sawada and Nishikata, a sales associate who previously appeared alongside Sawada on Abema TV and also works at the Tokyo Jiyugaoka store. Nishikata communicates the story behind the product and how it is made, and has developed his own following among event visitors. Some customers have even made the trip to the Nagoya store after experiencing his service at an event.
Sales staff Nishikata Keisuke
Products Available at Events
THE chocola — ¥7,000
A gateau chocolat with a uniquely light, cloud-like texture achieved through ultra-fine meringue developed in-house. While most gateau chocolat is known for being dense and fudgy, THE chocola subverts that expectation with an airy, melting sensation.
The chocolate blend combines cacao from Ecuador, Mexico, the Dominican Republic, and Ghana. The Mexican cacao used is priced at five times that of Ecuador's renowned Arriba Nacional variety. Low-temperature roasting brings out a fruity, aromatic character that makes the cake approachable for a wide range of palates.
THE chocola is delivered frozen. It keeps for one month in the freezer. Thaw slowly in the refrigerator for 8 to 10 hours before slicing with a warmed knife. Once thawed, consume within five days.
THE chocola Matcha — ¥8,000
Baked at half the temperature and twice the time of the original, resulting in a texture described as simultaneously airy and melting. The matcha comes exclusively from Nishio, Aichi Prefecture, and is made using a deep-steaming process that suppresses bitterness and draws out a concentrated umami flavor. Three tea cultivars — Samidori, Okumidori, and Yabukita — from three separate gardens are blended to add depth.
Delivered frozen; keeps for one month. Thaw in the refrigerator for 8 to 10 hours. Slice with a warmed knife and consume within five days of thawing.
THE chocola Single — ¥3,500
A quarter-sized version of THE chocola, suitable for solo enjoyment or as a gift for someone living alone. Thaw in the refrigerator for 3 to 5 hours. Consume within five days of thawing.
THE chocola Matcha Single — ¥4,000
A quarter-sized version of THE chocola Matcha. Same thawing and storage instructions as THE chocola Single.
THE chocola Butter — ¥2,500 (event exclusive)
A pound cake available only at events. Made with just four ingredients — eggs from Takeuchi Poultry Farm in Otofuke, Hokkaido (variety: Kome-Tsuya), fermented butter, beet sugar, and wheat flour — with no leavening agents.
Served chilled, the texture resembles chocolate. Cut a slice and eat it immediately for a melting, chocolate-like sensation; let it come to room temperature for a texture reminiscent of wasanbon sugar. Sold at room temperature without preservatives; once opened, consume promptly. Unopened, it keeps for two months at room temperature.
Event Reservations and Upcoming Schedule
The full schedule of nationwide pop-up events is announced on the official Instagram account. Reservations open one week before each event.
Official Instagram: https://www.instagram.com/the_chocola_/
THE chocola — Nagoya Store
- Address: 1-19-10 Osugi, Kita-ku, Nagoya [Meitetsu Seto Line "Amagasaka Station"]
- Hours: 11:00 AM to 5:00 PM (closes when sold out)
- Phone: 052-385-7215
- Closed: Sundays
Official website: https://www.the-chocola.com/
