#Taipei #Japan #Chocolate Effect #Taiwan Meiji #Cacao Polyphenols

Chocolate Effect Pop-Up Lab in Taiwan

In an exciting initiative highlighting the health benefits of high-cocoa chocolate, Meiji Co., Ltd. has unveiled its pop-up lab for its leading chocolate brand, Chocolate Effect, in Taiwan. This event took place in Taipei over the weekend of May 23-24, 2025, and aimed to further increase the brand’s reach among consumers in the region. During the two days, approximately 3,000 attendees participated, showcasing a growing interest in the health advantages of cacao polyphenols.

Understanding ‘Náo Qiǎolì’ – Brain Power Through Chocolate

The event's theme, "Náo Qiǎolì" – a blend of the Chinese words for chocolate and brain power, reflects Meiji’s desire to integrate the benefits of Chocolate Effect into the daily lives of busy individuals, encouraging them to pursue healthier lifestyles. This creative terminology embodies the company's vision of promoting cognitive health alongside enjoyment through delicious chocolate.

Expanding Global Reach

The expansion of Chocolate Effect in Taiwan aligns with Meiji Group's vision for 2026, which focuses on establishing a solid foundation for growth in international markets. Since its export launch in 2014 to Taiwan and Hong Kong, Chocolate Effect has flourished, with its market presence in Taiwan now ranking second only to Japan by 2024.

Taiwan has also gained recognition as a cacao production area, and interest in high-cocoa chocolate continues to grow among locals. To support this trend, since 2022, Meiji has been conducting ongoing seminars on the health benefits of high-cocoa chocolate across Taiwan.

In fact, Chocolate Effect has captured over 70% of the Japanese high-cocoa chocolate market share by 2024, solidifying its position as the top-selling brand in the entire chocolate market.

Immersive Learning Experience

The pop-up lab featured several interactive elements designed to engage attendees while they learned about the power of cacao. Alongside an informative panel display narrating the brand's history, participants could enjoy interactive games that stimulated their brains while tasting Chocolate Effect products. Additionally, knowledge-based booths offered insights into cacao polyphenols and their remarkable health benefits.

As part of promoting a new high-cocoa habit, Taiwan Meiji introduced various experiences such as tastings of high-cocoa chocolate drinks and interactive games, in hopes of integrating these wholesome treats into consumers’ daily routines, be it during work breaks or study sessions. Through engaging storytelling and demonstrations, participants could visualize cacao's journey from farm to health benefits, reinforcing its status as a superfood.

Event Highlights

• - Dates: May 23 (3:30 PM - 5:00 PM) & May 24 (11:00 AM - 5:00 PM), 2025 (Taiwan Time)
• - Venue: Huashan 1914 Creative Park, Taipei City

Product Overview

Chocolate Effect embodies Meiji's commitment to health through deliciousness, combining the benefits of cacao polyphenols with exceptional taste. As consumers continue to seek healthier options, Chocolate Effect remains steadfast in being a chocolate that prioritizes well-being. By promoting health and happiness through enjoyable chocolate moments, Meiji aspires to foster a community focused on wellness. In every bite of Chocolate Effect, there’s a promise of support for individuals on their journey toward health—a philosophy that continues to resonate with customers and will remain at the core of the brand’s mission moving forward.