A chocolate specialty store with a one-year waiting list for online reservations. Why is this hard-to-book store on the verge of bankruptcy?! The urgent situation announced on official Instagram. Price revision for online sales from May 12th.
THE chocola, a popular gateau chocolat specialty store with a one-year waiting list for online reservations, is facing bankruptcy due to soaring raw material costs and production costs exceeding sales prices due to long delivery waiting times. To continue operations, they announced a price revision for online sales, effective from May 12th.
📋 Article Processing Timeline
- 📰 Published: May 2, 2026 at 04:50
- 🔍 Collected: May 1, 2026 at 20:32
- 🤖 AI Analyzed: May 1, 2026 at 21:45 (1h 13m after Collected)
What is THE chocola?
Born in 2020, [THE chocola]
With the concept of "overturning your common sense,"
It is the ultimate gateau chocolat, painstakingly crafted by the hands of a single dedicated artisan.
Product details ↓
https://the-chocola.com/
We never expand our stores widely; we bake only within the reach of the artisan's eyes.
By using ultra-fine meringue, this gateau chocolat gives everyone who tastes it a fluffy texture like eating a cloud of chocolate, leaving them deeply moved.
Due to the use of special equipment, ingredients, and a unique custom-made oven, only 20 gateau chocolats can be baked in 12 hours per day.
Furthermore, the price of Mexican cacao beans used by THE chocola has been soaring year by year, and the cost ratio of THE chocola exceeds 44% (as of May 2026).
The Mexican cacao beans used are a blend of three different varieties from specific regions, which are high-priced and not typically used by general cake shops. However, daring to use these carefully selected cacao beans creates a unique and differentiated taste, making them an important ingredient.
Moreover, having been featured on various TV programs, magazines, and web media, its recognition has gradually spread, and customers from outside the prefecture and even overseas increasingly come to Nagoya, where the physical store is located, in search of gateau chocolat. Customers line up before opening, and gateau chocolats often sell out before opening. Online sales, even after 5 years, still have a waiting list of over a year, making it a highly popular gateau chocolat.
Amidst all this, a sudden announcement...
A direct message from the artisan
[Important Announcement Regarding Product Price Revision and Future Business Operations]
We sincerely thank you for your continued patronage.
Today, we have an important announcement for all our loyal supporters.
Currently, raw material costs continue to soar due to global circumstances, which has significantly impacted the gateau chocolat we meticulously craft.
Our gateau chocolat is handmade by a single artisan every day. Consequently, there is currently a very long waiting period of "over one year" for online orders to be shipped.
During this long waiting period, raw material prices have further increased, and the cost at the time of order placement no longer matches the cost at the time of shipment. Under these circumstances, it has become difficult to continue operating our store.
Honestly, we once considered, "Perhaps we have no choice but to suspend online sales."
However, we received many truly warm messages from customers living far away, saying, "I really want to taste it" and "I want it even if I have to wait." We strongly felt compelled to respond to those sentiments.
(Excerpt from a post shared on the official Instagram)
[Price Revision Schedule]
◯ Online sales
From May 12th, 2:00 PM ~
Official website ↓
https://the-chocola.com/
*For customers who purchased before the above date, products will be sold at the current price.
We sincerely apologize for this sudden announcement to all who always look forward to our products, and for any burden and inconvenience this may cause.
With gratitude to our customers, our artisan and staff will continue to work even harder to deliver "delicious" sweets that bring smiles to your faces.
We humbly ask for your continued patronage.
Akio Sawada, Artisan
[THE Official Website and SNS]
Online Shop: https://www.the-chocola.com/
Instagram: https://www.instagram.com/the_chocola_/
Instagram (Nagoya store): https://www.instagram.com/the_lab_nagoya_/
~Interview Requests / Inquiries~
We are always accepting interview applications from media.
SERENDIPITY Co., Ltd.
a.sawada@the-chocola.com
tel : 090-6959-3597 (Contact: Sawada)
As we will be responding while manufacturing, replies may take 12-24 hours.
Born in 2020, [THE chocola]
With the concept of "overturning your common sense,"
It is the ultimate gateau chocolat, painstakingly crafted by the hands of a single dedicated artisan.
Product details ↓
https://the-chocola.com/
We never expand our stores widely; we bake only within the reach of the artisan's eyes.
By using ultra-fine meringue, this gateau chocolat gives everyone who tastes it a fluffy texture like eating a cloud of chocolate, leaving them deeply moved.
Due to the use of special equipment, ingredients, and a unique custom-made oven, only 20 gateau chocolats can be baked in 12 hours per day.
Furthermore, the price of Mexican cacao beans used by THE chocola has been soaring year by year, and the cost ratio of THE chocola exceeds 44% (as of May 2026).
The Mexican cacao beans used are a blend of three different varieties from specific regions, which are high-priced and not typically used by general cake shops. However, daring to use these carefully selected cacao beans creates a unique and differentiated taste, making them an important ingredient.
Moreover, having been featured on various TV programs, magazines, and web media, its recognition has gradually spread, and customers from outside the prefecture and even overseas increasingly come to Nagoya, where the physical store is located, in search of gateau chocolat. Customers line up before opening, and gateau chocolats often sell out before opening. Online sales, even after 5 years, still have a waiting list of over a year, making it a highly popular gateau chocolat.
Amidst all this, a sudden announcement...
A direct message from the artisan
[Important Announcement Regarding Product Price Revision and Future Business Operations]
We sincerely thank you for your continued patronage.
Today, we have an important announcement for all our loyal supporters.
Currently, raw material costs continue to soar due to global circumstances, which has significantly impacted the gateau chocolat we meticulously craft.
Our gateau chocolat is handmade by a single artisan every day. Consequently, there is currently a very long waiting period of "over one year" for online orders to be shipped.
During this long waiting period, raw material prices have further increased, and the cost at the time of order placement no longer matches the cost at the time of shipment. Under these circumstances, it has become difficult to continue operating our store.
Honestly, we once considered, "Perhaps we have no choice but to suspend online sales."
However, we received many truly warm messages from customers living far away, saying, "I really want to taste it" and "I want it even if I have to wait." We strongly felt compelled to respond to those sentiments.
(Excerpt from a post shared on the official Instagram)
[Price Revision Schedule]
◯ Online sales
From May 12th, 2:00 PM ~
Official website ↓
https://the-chocola.com/
*For customers who purchased before the above date, products will be sold at the current price.
We sincerely apologize for this sudden announcement to all who always look forward to our products, and for any burden and inconvenience this may cause.
With gratitude to our customers, our artisan and staff will continue to work even harder to deliver "delicious" sweets that bring smiles to your faces.
We humbly ask for your continued patronage.
Akio Sawada, Artisan
[THE Official Website and SNS]
Online Shop: https://www.the-chocola.com/
Instagram: https://www.instagram.com/the_chocola_/
Instagram (Nagoya store): https://www.instagram.com/the_lab_nagoya_/
~Interview Requests / Inquiries~
We are always accepting interview applications from media.
SERENDIPITY Co., Ltd.
a.sawada@the-chocola.com
tel : 090-6959-3597 (Contact: Sawada)
As we will be responding while manufacturing, replies may take 12-24 hours.