Muji Unveils Three New Nama Chocolate Truffles For Effortless Indulgence
Japanese consumer brand Muji has introduced three new chocolate confectionery items centred on the beloved nama (“fresh”) chocolate format, injecting a touch of refined simplicity into Japan’s bustling sweets market. Priced accessibly at ¥490–¥590 (tax included), the lineup features Strawberry Truffles with Nama Chocolate, Matcha Truffles with Nama Chocolate, and Gateau Chocolat with Nama Chocolate. The new pieces emphasize the signature silky ganache core, now reimagined in bite-sized, dust-coated spheres and a baked reinterpretation.
Muji’s new Strawberry Truffles encase a lush nama core in a sweet-tart strawberry chocolate shell, dusted for subtle elegance, while the Matcha Truffles pair the smoothness with a lightly bitter matcha coating, evoking traditional tea rituals in a modern bite. At ¥490, the Gateau Chocolat reinterprets the format through a baked lens, yielding a crisp exterior that yields to a profoundly rich, flowing nama centre—ideal for those seeking patisserie depth in portable form.
With online orders temporarily suspended to ensure peak freshness, Muji encourages shoppers to monitor in-store availability via its website, aligning with the brand’s ethos of mindful, in-the-moment consumption.
This trio complements Muji’s broader confectionery portfolio, which includes chocolate-coated treats and jelly candies, stocked across its network of more than 500 domestic locations.
Key Trends In Japan’s Chocolate Confectionery Landscape
Matcha integrations across mass and artisanal tiers: This green tea profile bridges everyday and elevated sweets: Muji Matcha Truffles, KitKat’s Matcha Latte and Matcha Chocolate, Mary Chocolate’s Uji Matcha Tororii, and Pierre Marcolini’s Matcha ganache in limited 12-piece boxes are just a few examples.
Strawberry’s consistent role in bright, contrasting pairings: The fruit’s tartness enhances chocolate year-round: Muji Strawberry Truffles, Royce’ Nama Strawberry, KitKat’s Strawberry Shortcake (winter-exclusive) and Baskin-Robbins Strawberry Cheesecake collaboration, Godiva’s strawberry-coated potato chips, and Lindt’s Dark Strawberry Lindor are among standout examples.
Spirit-infused collections for layered sophistication: Boozy elements add complexity to premium assortments: Examples include Royce’ praline box with Hennessy XO, Myers’s Rum, Marolo Grappa di Barolo, and Port Charlotte; Pierre Marcolini’s Ganache Pur Pistachio & Sake Nama Chocolats; Palet D’Or’s World’s Top 5 Whiskeys for Valentine’s 2025; Mary Chocolate’s Cointreau-accented Bitter Orange Tororii.
Micro-seasonal timing to heighten exclusivity: Releases sync with Japan’s cultural calendar: Spring sakura in Royce’ Sakura Berry & White Chocolates and Lindt Lindor Sakura & Cream; summer white peach from Royce’ and citrus in Seiste’s Citrus Box; autumn chestnut via Royce’ Nama [Chestnut] and Mary Chocolate; early Valentine’s like Mary’s Tabfill tablets.
Textural hybrids introducing crunch and contrast: Inclusions elevate beyond creaminess: Royce’ Florentine Sandwich with caramelised almonds, walnuts, and pistachios; Lindt’s Dubai-style pistachio-kadayif pralines and countlines; La Maison du Chocolat’s Batônnet Praliné with crêpe dentelle or pecan pieces; KitKat’s feuilletine layers in Chocolate Mint Ice Cream variant.
Collaborations fostering localised and thematic ties: Partnerships infuse regional flair: KitKat × Baskin-Robbins (Strawberry Cheesecake and Chocolate Mint Ice Cream); KitKat × Ito En for matcha expertise; Cacaoken × Mendokoro Yamashi soba restaurant (Soba Grain Chocolate).