Originally published on metropolis.co.jp on December 2013

The innovate chocolate brand Max Brenner was launched in 1996 by Max Fichtman and Oded Brenner. Brenner had trained Germany and France, but launching the brand in Israel allowed them some freedom to break with tradition and create a new “chocolate culture.” Shaking up the long tradition of chocolatiers, a typical branch is part Parisian sidewalk cafe and part Charlie and the Chocolate Factory. Now Max Brenner brings its whimsical approach to Tokyo with a location in Omotesando Hills (4-12-10 Jingumae, Shibuya-ku. Tel: 03-5413-5888.). Joining an already crowded  market, the newcomers take the brown drug to new heights with chocolate spread pizza (¥1,800) a chocolate syringe (¥500) and cocoa (¥500) served in “hug mug,” a ceramic cup that comfortably nests in two hands.