Belgian chocolate brand Godiva opened its world's first chocolate experience flagship store in Shanghai's Xintiandi on June 16, introducing an innovative retail concept that blends chocolate tasting, immersive experiences, and store-exclusive products.

Built around the brand's core product lineup, the new store also offers freshly made chocolate creations and interactive experiences that highlight chocolate craftsmanship and local cultural elements.

Designed in Godiva's signature chocolate brown, pink, and gold, the store is divided into three experience zones within an open, streamlined layout.

At its heart is the chocolate selection area where customers can choose their preferred flavors and create personalized assortments. A dedicated gift section features classic Godiva products as well as collaborative collections, including Labubu and Toy Story. Personalized packaging services are also available.

The flagship store also introduced several exclusive offerings. Among the highlights is a made-to-order chocolate dipping series featuring cherries, strawberries, and marshmallows coated in Belgian chocolate. The treats have sparked playful comparisons to tanghulu, the traditional Chinese candied fruit snack.

Another signature offering is a customizable chocolate beverage served in a takeaway cup. Customers can choose from six varieties of chocolate with different cocoa contents, which are melted with milk on site and finished with a topping of whipped cream.

Other items include freshly made chocolate waffle crisps and customizable chocolate bars. Inspired by the Dubai chocolate trend, the waffle crisps feature a filling mixed with buttery crispy flakes.

The chocolate bars can be stamped with one of four designs, "Love", "Birthday", "I Love SH", and "Xintiandi", making them an appealing souvenir option.

If you go

Address: Room 102, No 119 Madang Road, Huangpu district

Business hours: Daily, 11 am–11 pm

Source: WeChat account of Huangpu district government