This year's keyword is "enjoy at the venue"! Chocolate sweets from a famous Yushima coffee shop and an Earl Grey specialty store will be available for the first time♪ "Valentine's Day 2025 at Matsuzakaya Ueno Store"

January 30th (Thursday) to February 14th (Friday) 10am-7pm / Matsuzakaya Ueno Store, 6th floor event space

Matsuzakaya Ueno will be holding its annual chocolate festival, “Matsuzakaya Ueno Valentine’s Day 2025,” from January 30th (Thursday) to February 14th (Friday) at the 6th floor event space. In recent years, Valentine’s Day has seen a shift from the culture of giving chocolate as a gift to an event where people enjoy chocolate sweets, such as treating themselves or sharing with friends. With the keyword “enjoy at the venue,” this time, the event will strengthen the sweets that can be enjoyed at the venue, such as eat-in sweets from Yushima’s famous coffee shop, Homemade Roasted Coffee Mijinko, rich black tea soft serve from Japan’s first Earl Grey specialty store, And Earl Grey, and a new waffle sensation from croffle specialty store, Wafla! A wide range of unique sweets will be available, including not only chocolate but also baked goods.

Enhanced eat-in space! Enjoy chocolate sweets at the venue♪

<Homemade Roasted Coffee Mijinko> [Eat-in] Chocolate Pudding and Drink Set (1 set) 1,400 yen, [Take-out] Chocolate Pudding (with Raspberry Sauce) (1 piece) 830 yen

A famous cafe in Yushima, Tokyo, with a particular attention to detail, is making its first appearance! The “Chocolate Pudding” has a smooth texture like a terrine, with a harmonious blend of the subtle bitterness and gorgeous acidity of the chocolate, and is served with a special raspberry sauce. A drink set is available for eat-in or take-out (single item).

*Photo is for illustrative purposes only.

<And Earl Grey> Hawaiian scone with fresh chocolate (1 piece) 459 yen

A specialty store where you can enjoy the aroma of Earl Grey.

These Hawaiian scones are filled with cream cheese and topped with fresh chocolate for a luxurious finish.

<Valentine’s first appearance>

<And Earl Grey> (from left) Rose tea soft serve, Earl Grey rich milk (1 each) 605 yen

A specialty store where you can enjoy the aroma of Earl Grey.

Rose tea soft serve with a gorgeous rose scent and rich black tea soft serve with the scent of natural bergamot.

<Valentine’s first appearance>

<Wafla> (left) Strawberry Raspberry (1 stick) 864 yen, (right) Cookies & Cream (1 stick) 810 yen

Mark Grace, a former chef pastry chef at a famous French shop, has created a brand that will be making its Valentine’s Day debut! This is a new type of waffle made by pressing and baking croissant dough that is fragrant with French butter.

*Limited to 30 bottles per day

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<COCO GELATO> Gelato (single) (1 cup) 660 yen, (double) (1 cup) 770 yen

A popular gelateria in Fukuoka. Enjoy the fresh taste of premium sweets from all over Japan.

*Some flavors are priced at +100 yen from the listed price.

The chef will be coming to the Valentine’s Day venue on the 6th floor of Matsuzakaya Ueno!

<Del Rey>

Jan Pluto

■2/2 (Sun) 12:00-14:00

Jan Pluto

Mixed opinions

Masahiro Kasahara

■ Saturday, February 8th, 11:30-12:45

Masahiro Kasahara

The packaging and chocolate are cute! Focus on “SNS-worthy” chocolate

Dick Bruna by Morozoff (left) Miffy Picnic Trunk (10 pieces) 1,620 yen, (right) Picture Book (15 pieces) 918 yen

This year, a wonderful chocolate assortment that expresses the world of “Miffy” is available again. Look at it, eat it, and enjoy the packaging that changes every year, even after you’ve finished eating.

Illustrations Dick Bruna © copyright Mercis bv, 1953-2025 www.miffy.com

<Meine Lauren Pokemon Design> Chocolate Set L (Pokemon) (15 pieces) 2,376 yen

This large tin features an assortment of Pokémon-themed chocolates, all cutely and plumply designed with Pokémon.

©Nintendo, Creatures, GAME FREAK, TV Tokyo, ShoPro, JR Kikaku ©Pokémon

<Flower Nose x Goncharov> Flower Nose x Goncharov A (5 pieces) 1,944 yen

Cosmetic brand Flower Nose has put five vibrant kinds of chocolates inside a fantastical tin with a “Moonlight Mermaid” theme.

<Punyuto Korotto Mofusand> Gummy Chocolate Assortment Can (12 pieces) 1,728 yen

The “mofusand” design can features a cat illustration and is made even cuter with its plump embossing! Inside is a fruity gummy chocolate.

Brands from Japan to overseas!

Valentino Chocolatier Selection (9 pieces) 2,268 yen

A Belgian chocolate factory founded in 1978. The visually appealing chocolates with car motifs and logos are some of the brand’s signature products. You can enjoy the refined sweetness of a variety of flavors, including hazelnut and passion fruit.

<Fatzel> Moominmamma can & Aunt Hemulen and Moominpappa can (10 pieces x 2) 2,970 yen

A reproduction of a candy package from the 1950s! The illustration is an original by Tove Jansson drawn for Fazer, and the main feature inside is Geisha, a milk chocolate that the Finnish confectionery manufacturer is proud of.

<Valentine’s first appearance>

<Cacao Seijin> Bonbon (8 pieces) 1,296 yen

This brand allows you to enjoy the refreshing combination of craft gin from Kyoto’s SiCX distillery and cacao. The bonbon chocolate assortment comes in four flavors: Yebisu, spice, citrus, and mango. It’s an adult taste that makes the most of the aroma and flavor of the gin that overflows from inside.

<Juchheim (Pokemon)> Biscuit Assortment (110g) 2,160 yen

This assortment contains nine different types of biscuits, all made using original recipes and methods that bring out the flavor of the ingredients.

<Truffle Truffle> Assortment (9 pieces) 1,755 yen

With the theme of “Traveling Truffles,” this brand explores the appeal of truffles found in Belgium, France, and the Netherlands. This is an assortment that will soothe you with its diverse textures and flavors.

<Cafe Roman Hall> Afternoon Waltz (9 pieces) 2,160 yen

Based on the concept of a retro coffee shop, popular menu items such as pudding and hotcakes have been made into miniature chocolates. The box also features detailed interior design such as stained glass.