For the sweetest of gifts, think Godiva chocolates

Every occasion is suitable for giving a special box of the finest chocolates: anniversaries, birthdays, housewarmings and holidays, or just a dinner with friends.

GODIVA‘s history began more than 80 years ago in Belgium with its name given in honor of Lady GODIVA. The name dates back to the 11th century, at Coventry. The people of Coventry were suffering from heavy taxes. Lady GODIVA was determined to convince their lord to reduce the taxes.

Therefore, the following morning she made her famous ride in the city in the hope of helping the citizens. To spare Lady GODIVA from any feelings of shame, they all graciously stayed indoors to prevent her from getting embarrassed. Moved by the fearless sacrifice by Lady GODIVA, Leofric decided to reduce the grateful people’s taxes. Today, in Europe, Lady GODIVA is celebrated in countless works of art, including tapestries, paintings, sculptures and literature. People can’t help but think of sweet thoughts about this fine lady.

The remarkable Lady GODIVA is also appreciated as well by Joseph Draps so that he named his confectionary company as GODIVA Chocolatier. GODIVA is a memorable name for the best Belgian chocolate confections, offering comprehensive products worthy of its distinguished name. 

The GODIVA story begins with Father Draps, who is already a renowned “Maître Chocolatier”. In keeping with this tradition, Joseph Draps introduced GODIVA chocolate to Belgium in 1926. Draps opened his shop on a cobblestone street on Grande Place, selling his unique formula of rich chocolate with unparalleled smoothness. With a remarkable eye for details, he set forth the standard at GODIVA for innovative selection of elegant, European shell- olded designs and beautiful packaging.

Through the years, these standards have been maintained as assiduously as Draps’ recipes have been guarded. As a result of this adherence to Draps’ heritage, GODIVA chocolates evoke the greatest in confectionery excellence. The same careful attention to quality is apparent in the exquisite European-style gold ballotins and handcrafted seasonal packaging that have earned GODIVA a reputation for design excellence. 

Among some of Pierre’s famous creations are that he added nuts to the chocolate, and produced chocolate “Fabiola” for the King of Belgium Baudewijn and his bride Fabiola, which earned the company the right to serve the Belgian royalty. Another of his inventions, “Autant”, was inspired by the feather in the hat of heroine Scarlett O’Hara to celebrate the premier of the movie “Gone with the Wind” in 1947. 

The inventions and new tastes have not stopped since. The company has two major productions centres, one in Brussels for the Europe, the Middle East and Asia market, and one in the US in Pennsylvania for the North American market. Each market is tested by focus groups and new chocolates are brought to the markets only if they have the right taste, balance and intensity that say ‘GODIVA’.

John Holmberg, Managing Director for the Pac Rim said, “We operate our own stores to make sure we can offer GODIVA as it should be offered to our customers. It’s important to have the quality control and to assist consumers to feel the luxurious GODIVA experience. Staff training is particularly intensive.”

Since its introduction to the America in 1966, GODIVA Chocolatier continues to be the leader in the premium chocolate category. Its first GODIVA boutique in the US was in New York on 5th Avenue. Japan first tasted GODIVA chocolates in 1972, when the company opened a counter in the Mitsukoshi department store and the company is still a leader there in the following 40 years.

GODIVA now owns and operates more than 450 boutiques and shops worldwide, with its products available as well at finer department and specialty stores. The company has come to the Asia market by setting up its first location in Hong Kong in 1998, followed by Singapore, Taiwan, Macau and Malaysia. It gained a foothold in China through the trendy city of Shanghai by establishing its premier outlet in Grand Gateway Mall in 2009, followed by the opening of its first flagship Café at Xintiandi in 2010, bringing an unparalleled experience of premium Belgian chocolate to such a notable market in the Orient.

There, customers not only enjoy the GODIVA exquisite chocolate pastries and cakes specifically created by the GODIVA Chef Chocolatier, but also a range of mouth-watering chocolate martinis and other irresistible chocolate cocktails and other confections. 

GODIVA has now also expanded its territory to Beijing, Shenzhen and Guangzhou.

Holmberg is really pleased with his assignment in Asia covering six countries with boutique shops in good locations in all the major cities.

“The China consumer reaction has been encouraging. China has a strong, gift-giving culture and we are tapping into that huge market with special Chinese New Year offerings, such as our legendary gold ballotins or gold boxes that are very distinctive. We already have the ‘Year of the Rabbit’ boxes produced with special flavours to appeal to the Asian palate.

“We have a rabbit-shape chocolate filled with a delicate mousse of black tea and ginger to celebrate the New Year”, said Holmberg. “We pay attention to every little detail in every single market”, continued Holmberg. “GODIVA changes with the seasons and the holidays. The Mid-Autumn Festival is a great opportunity for us to make chocolate moon cakes in hazelnut praline with roasted caramelized soy piece filling.

“We are promoting our red and green Christmas line now in Hong Kong, China, Singapore and Taiwan, and will be filling our shops with the red and gold Chinese New Year boxes very soon. We create special limited edition gift boxes and luxurious package design for the Chinese market, all decorated with Asian motifs and themes.”

GODIVA is branching out from the ‘gift’ culture of chocolates to self-gifting by tempting people to treat themselves. Each shop offers individual pieces of many different chocolate flavours and fillings for that on-the-go concept. The company has also provided lines of chocolate drinks – Chocolixir, and has an ice cream collection during summertime. Of course there are all shades of chocolate from dark to milk and white, some with fruits and nuts, while some tiny as chocolate pearls in small tins. Other delicacies also include beautiful biscuits, chocolate spreads and cocoas.

“Pac Rim is a huge potential market for GODIVA. Our brand is doing very well. People love our products, love our brand and we are going to continue to innovate across the brand to find new ways of delighting consumers”, concluded Holmberg.