SRENDIPITY Co., Ltd., the company behind the dessert brand THE — which aims to become "a new synonym in the world of food" by challenging conventions in ingredients, methods, shapes, and packaging — announces that since its television broadcast on January 30, it has received far more orders than anticipated, resulting in a current delivery timeline of up to two years.

In deliberate defiance of current trends favoring efficiency and mass production, we are revealing the reasons behind our continued commitment to crafting the miraculous chocolate cake THE chocola — with a raw material cost ratio exceeding 48% — entirely by one person's hands, along with the extraordinary behind-the-scenes reality.

THE chocola: ¥8,000 per unit

Only 18 units per day. Why does it take up to "2 years"?

Immediately after the TV broadcast on January 30, orders surged, and the number of applications on our online site reached an all-time high. Currently, we are shipping to customers who placed orders in mid-November last year. For those who ordered after the broadcast, delivery is expected to take up to two years.

The primary reason for this extended timeline is that "every single step of production is still carried out by one artisan, and only 18 units can be baked per day."

Three "unconventional obsessions" that create a texture defying convention

THE chocola aims not just to be delicious, but to deliver an "ultimate melt-in-the-mouth sensation, smooth tongue feel, and perfect bite" that delights all five senses. To achieve this, we have undertaken three revolutionary challenges:

1. A one-of-a-kind original baking oven

We developed a custom-built oven — the only one of its kind in the world — to achieve ideal heat conduction and perfect baking results. Using this oven, only "18 units per day" can be baked to perfection.

2. A proprietary meringue technique

To create an otherworldly lightness and melt-in-the-mouth texture, we employ a unique meringue preparation method that no other pastry chef would conceive.

3. A blend of rare cocoa beans from four countries, with a cost ratio exceeding 48%

An extravagance that defies conventional profitability — a raw material cost ratio exceeding 48%. We source rare cocoa beans from four countries (Mexico, Ecuador, Ghana, and the Dominican Republic), blending them uniquely to express the ultimate aroma and depth.

Rejecting efficiency and mechanization: The artisan's integrity

This level of dedication cannot be replicated by machine-based mass production. To uphold THE's philosophy — "We don't want to create a trend. We want to create universal value, the next common sense" — we continue to craft each unit by hand, one at a time, pouring our soul into every piece, even at the risk of imposing a two-year wait.

We deliver each cake under rigorous quality control, serving as a prologue to the profound joy felt upon arrival.

【Future Outlook and Message to Media】

"Why create a dessert with over 48% cost ratio — all by one person?"

"What is the artisan's daily preparation behind the 18-units-a-day, 2-year-wait phenomenon?"

We warmly welcome media coverage and interviews on the behind-the-scenes of our deliberate counter-movement to mass production and mass consumption — including the one-of-a-kind oven and our unique meringue-making process. We are flexible and open to filming at our workshop or conducting interviews with our representative.

【Product Overview】

Brand Name: THE

Product Name: THE chocola

Sales Method: Made-to-order via online website

【Inquiries Regarding This Release】

Company Name: SERENDIPITY Co., Ltd.

Artisan: Akio Sawada

Phone Number: 090-6959-3597

Email Address: [email protected]

Official Website URL: https://the-chocola.com/

Official Instagram: https://www.instagram.com/the_chocola_?igsh=MzUxOG83Zmd4azN6

FACT BOX

  • Source: PR TIMES
  • Category: New Product
  • Products / services: THE chocola