#Japan #Tokyo #Chocolate #Happiness #Lotte

Lotte Unveils the 2025 National Chocolate Survey

Lotte Co., Ltd., headquartered in Shinjuku, Tokyo, has conducted the 2025 National Chocolate Survey, engaging 4,700 participants aged between 20 and 60 from every prefecture in Japan. This comprehensive survey aimed to explore chocolate consumption habits, preferences, and the correlation between chocolate enjoyment and happiness. The results revealed that Tokyo, Nagano, and Hokkaido emerged as the top three regions when it comes to chocolate affection, showcasing distinct local trends in chocolate consumption.

Understanding Chocolate Affection

The unique indicator for measuring chocolate love developed by Lotte does not just consider personal preference but also includes factors such as consumption frequency, monthly expenditure on chocolate, specific habits associated with chocolate, and its emotional and psychological significance in daily life. Participants were asked how essential they believe chocolate is in their lives, leading to a multifaceted evaluation of their relationship with chocolate.

Examining Happiness

Lotte's survey also measured happiness using methods created by Dr. Ed Diener, a professor at the University of Illinois. This involved a 6-question survey focused on life satisfaction. Participants rated their feelings on a scale that went from ‘strongly agree’ to ‘strongly disagree’. The results showed a connection between happiness and chocolate consumption, particularly in regions with higher happiness levels.

Key Findings from the Survey

1. Top Three Prefectures for Chocolate Affection: The survey's findings indicated that Tokyo ranked first in love for chocolate, followed by Nagano and Hokkaido. Participants in these regions reported consuming chocolate more frequently compared to others.
2. Correlation Between Happiness and Chocolate Affection: Out of the top 20 prefectures with high happiness rankings, 13 also featured in the top 20 for chocolate affection, hinting at a potential link between the two.
3. Common Consumption Trends: In regions with higher happiness levels, chocolate was often consumed after meals, during work breaks, and shared between couples, all activities that could enhance feelings of contentment.
4. Morning Breaks and Happiness: Participants with higher happiness levels reported a greater likelihood of enjoying chocolate during morning breaks, suggesting such habits can refresh one's mind.
5. Chocolate as an Essential Good: When asked what items were indispensable, chocolate ranked second, only after coffee and tea, indicating its entrenched role in daily life.

Implications of the Findings

Lotte believes that the insights from this survey demonstrate that chocolate serves more than merely as a treat; it can create opportunities for happiness in everyday life. Moments shared over chocolate, whether during breaks, after work, or shared with loved ones, significantly contribute to well-being.

The data highlights that chocolate isn’t just a luxury but also a facilitator of joy and connection between individuals. It supports previous research indicating that chocolate consumption is linked to improved happiness levels, particularly during social interactions.

Going forward, the Chocotto Happiness Lab will conduct further empirical studies and sampling to explore how chocolate can deliver ‘a little happiness’ into daily routines. Collaborating with neuroscientists and behavioral psychologists, Lotte aims to develop more evidence on how chocolate enhances everyday joy, ultimately enhancing overall well-being.

About the Chocotto Happiness Lab

The Chocotto Happiness Lab focuses on the intersection of chocolate and the small joys of daily life. Leveraging its R&D capabilities and collaboration with experts, Lotte plans to conduct experiments proving chocolate's role in contributing to everyday happiness. Special surveys and sampling will be held during the summer breaks and New Year, to encourage people to integrate chocolate into their lives, serving to bolster both social and personal well-being.

For more information, visit Lotte's official website or follow their official X account @lotte_chocotto.