There’s this weird phenomena in Japan that, for whatever reason, men can’t be seen eating unsanctioned “female” candy. They can’t grab a box of Milk Pocky or Strawberry YamYam and still be thought manly and mature. This is at least the impression I get from candy makers whenever I see “Men’s Pocky” or “Men’s Bitter Chocolate”. What the heck? Can’t men in Japan get their sugar on? Apparently, Japanese men can only eat candy that’s not too sweet nor too girlish. And the packaging must be manly and mature. Once again, this is my impression, but when I asked a male Japanese friend if my impression was correct, he said, “Usually.”
Another friend went back to Japan and brought me back this Kizami Cacao, by Morinaga. I like Morinaga. They’re not terribly inventive, but they do chocolate fairly well. So I wasn’t unhappy with my pal’s choice of native candy, he was after all, male, and men must buy candy approved by the Manly Board of Japan…
Packaging
The packaging is elegant, masculine even. The black and brown gradient background is set off by the minimal kanji and Engrish: “KIZAMI-CACAO is a real and rich taste bitter chocolate.” The product is prominently displayed life-sized in a corner. It’s a very attractive box, but the spiffy packaging doesn’t stop there. The inside is set up so the individually-wrapped chocalate wafers are handily displayed. Niiiiccce. Score: A+
Appearance
The chocolates are about an inch and a half long by one inch wide. Some manner of topping is sprinkled just below the surface of the chocolate. It’s an elegant touch. Score: A
Texture
These chocolates are super smooth without a lot of greasy mouth feel some chocolates have. The sprinkled bits are hard to identify at first but I discover they’re bits of even darker chocolate embedded within. They give Kizami some added crispness. The chocolates are already a tad crisp due to their wafer-thinness. Score: A
Flavor
Rich, but not cloying is the first impression I get from Kizami Cacao, then I’m socked with bitterness. They weren’t kidding when they labeled this stuff bitter chocolate. 63% cocoa equals really dark chocolate. Dark chocolate must have at least 35% cocoa solids to be dark and Kizami’s got almost double that. The touch of sweetness that makes this stuff “candy” finally makes an appearance and shows the bitterness to the door. My poor tongue is still numb from the first bitter chocolate I’ve eaten as I unwrap a second piece. As a dark chocolate, this is a decent candy, but it’s almost too bitter to be enjoyable. Remember, if you’re a man, you can’t enjoy your chocolate! Score: B
Verdict
Kizami Cacao is definitely a chocolate marketed towards men, but there’s no reason anyone can’t savor the bitter taste of quality chocolate. If they like really, bitter, tongue numbing chocolate, that is.
About a month ago, my mom sent me something similar from the US. I think it’s made by Hershey and it’s pretty tasty. I can’t remember what it’s called though but it was dark chocolate with more dark chocolate inside.
@Caitlin, I’m not a dark choco fan, but David is, and he really liked this stuff. Have you ever witnessed this sweet candy avoidance by Japanese men? I think it’s kinda strange, but I don’t see it happen in its natural environment, I only have hearsay and conjecture. Over here, men aren’t judged for downing a box of Girl Scout cookies (it has “girl” right in the name!) or for wolfing a jumbo bag of shiny rainbow Skittles. Well, I might judge them for being piggy but not for being less manly….
Yes and no. I sometimes bring stuff I make into work, cookies or cakes and the guys will sometimes decline because it’s too sweet. However, when I bring in the dark chocolate my mom sends me for holidays, they’re all over that. But I know one guy who won’t even eat fruit because it’s too sweet.
@Caitlin, that’s odd, but if it truly is a taste preference, I can understand, but if it’s about image, I don’t.
I agree, the whole “manly chocolate” / “manly candy” thing is both odd and stupid. I hope someday some company gets into their heads the concept of a “masculine” wrapper and theme for a “girly” chocolate or candy…I wonder how the Japanese would react to it. Hehe. Or the other extreme – a “girly” packaged chocolate or candy intended for males as the main consumer. Not being a big fan of dark or bitter chocolate, I’ve passed on giving “Men’s Pocky” a try and this product also sounds like something for me to pass on giving a try…. I don’t even like the regular chocolate Pocky, which tastes to me like it must be dark or bitter, even though I know it’s supposed to taste like milk chocolate because it has “milk chocolate” right there on the package…and “milk chocolate” is probably listed in the ingredients too. Sigh.
@Kara, this is super bitter, and while David likes it (is he a Japanese man in disguise?) I couldn’t get into it. I’m sure it’s quality bitter choco, but, meh, not my thing.
I don’t know why this “male+bitter choco= manly man” phenomena exists in the first place. I have a friend in Japan now (he’s American) and I gave him some $$$ for more goodies. I know he’ll hook me up with crazy colorful sweets. He’s not ashamed of the sweetness.