Chocolate museums for Valentines

In the lead up to Valentines many malls and department stores set up a special area for selling Valentines chocolate. Valentines chocolate is a big business in Japan. There are several special events around the country where you can buy limited edition chocolate especially for Valentines. There are even some where you can even meet the chefs and get your photo taken with them and / or get your chocolate boxes signed by the chef. 

In Saitama, we have nothing quite that fancy. But the local malls and department stores do have areas dedicated to the sale of Valentines chocolate at this time of year. Maruhiro Department store in Kawagoe coined the term "chocolate museum" for their Valentines chocolate sales area. Which, in my opinion, is a good term for many of these sales areas. Because they display the contents of the box of chocolates in cases, much like a museum!

The photos in this post were taken at a mall in Higashimatsuyama mid January this year. As you can see, there is a wide range of chocolate on display. Don't you think they do look quite like a chocolate museum!?