Minimal prides itself on taking a distinctly washoku approach to making chocolate — highlighting subtleties in taste, by using as few ingredients as possible. All its chocolate bars are fully vegan, using only cocoa beans and non-refined sugar.

The team is innovative at finding new ways to enjoy chocolate. During Covid, the company started a subscription box, with different selections of chocolate delivered to subscribers’ homes. That is set to continue. At its Yoyogi Uehara store, it recently started alcohol pairings, introducing alcohol that fits well with chocolate, such as nihonshu, wine and nigori.

The brand also hosts chocolate-making and chocolate-tasting workshops, during which customers taste new types of chocolate alongside commentary from Minimal chocolatiers.

Minimal Gateaux Chocolat