ROYCE'
Japanese premium chocolate manufacturer known internationally for Nama Chocolate.
Last updated August 21, 2026
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Overview
ROYCE' is a Japanese chocolate manufacturer and retail brand based in Sapporo, Hokkaido. The company is best known for Nama Chocolate, a soft ganache-style confection made with chocolate and fresh cream and traditionally finished with a dusting of fine cocoa powder. Its name is styled with an apostrophe as ROYCE', distinguishing the brand from unrelated companies and products called Royce. The company was established in July 1983 by Yasuhiro Yamazaki. Its first facilities were located in Hokkaido, a region whose cool climate and food-production reputation became closely associated with the brand. ROYCE' began producing chocolate later in its founding year, but growth was initially gradual. In 1985 it introduced a mass-produced chocolate bar, and in 1989 it added a chocolate-molding line that broadened its manufacturing capabilities. The brand expanded its range during the 1990s. It introduced Pure Chocolate in 1990, began cookie production in 1993, and opened its first shop, the Higashi Naebo Main Shop, in May of that year. Nama Chocolate was launched in 1995 and became the company's signature product line. The product's refrigerated, fresh-cream-based texture helped give ROYCE' a distinctive position within the Japanese confectionery market, separating it from standard shelf-stable chocolate bars and boxed sweets. ROYCE' also developed its distribution and retail infrastructure during this period. A delivery center was established in 1996, and the company opened a sales shop in central Sapporo in 1997. Later that year it moved its headquarters to Sapporo's Higashi-ku district. The company expanded distribution through Hokkaido airports, including New Chitose Airport, and opened an additional manufacturing facility at Futomi in 1999. Its web presence began in 1998, followed by an online store in December 2000. The company also promoted its products through All Nippon Airways' inflight magazine and entered bakery products by 2002. Its product portfolio extends beyond Nama Chocolate to include chocolate bars, truffles, Pure Chocolate, chocolate-covered potato chips, cookies, wafers, popcorn, financiers, madeleines, dacquoise, praline-style products, and other baked or chocolate-coated items. Several products combine chocolate with familiar Japanese or Hokkaido-associated formats, supporting the brand's role as both a confectionery producer and a regional souvenir brand. In Japan, ROYCE' sells through company stores, department-store locations, online channels, and airport duty-free outlets. The reference material describes 13 major Japanese stores and 29 airport shops as of 2021. Internationally, the company has operated retail stores in multiple countries and has maintained a direct-to-consumer presence in the United States through an online store and boutique locations. Its distribution model combines company retail, airport commerce, overseas shops, and temperature-sensitive delivery. ROYCE' withdrew from South Korea in March 2020 after closing all nine of its retail locations there. The company attributed the decision to declining sales, which the cited reference links to a wider boycott of Japanese products in South Korea. The brand otherwise remains active and is particularly associated with premium Japanese chocolate, Hokkaido provenance, gift purchasing, and refrigerated Nama Chocolate.
History
ROYCE' was founded in July 1983 by Yasuhiro Yamazaki in Hokkaido, Japan. The business began as a chocolate manufacturer at a time when Hokkaido was developing a strong identity as a producer of premium food products. Production of the company's first chocolates began in November 1983. The early years were characterized by slow growth as the company established its manufacturing and commercial base. In September 1985, ROYCE' increased its capital and introduced its first mass-produced chocolate bar. The move expanded the business beyond small-batch or specialty confectionery and gave it a product suited to broader retail distribution. In September 1989, the company added a chocolate-molding line, strengthening its ability to manufacture molded chocolate products and compete with established brands. The 1990s brought a major expansion in both products and retail. ROYCE' launched its Pure Chocolate line in 1990. In May 1993, it opened the Higashi Naebo Main Shop, its first dedicated retail location. The shop sold chocolates as well as souvenirs connected with the company and its region. Cookie production also began in 1993. These developments helped turn ROYCE' from a manufacturer into a branded retail and gifting business. In 1995, the company introduced Nama Chocolate. Made from melted chocolate and fresh cream and finished with cocoa powder, the product has a soft ganache-like texture and requires careful handling. It became ROYCE''s defining product and remains central to its identity. The launch also gave the company a product with a clear point of difference from conventional chocolate bars and boxed assortments. Infrastructure expanded alongside the product range. A delivery center opened in 1996 and was supported by a fleet of semitrailers serving customers and clients. In March 1997, ROYCE' opened a sales shop in central Sapporo inside a Mitsukoshi department store. In June of that year, it moved its headquarters to Sapporo's Higashi-ku district, establishing a closer connection with the city that remains its headquarters. The company subsequently added a truffle line, opened another distribution center, and began selling through Hokkaido airports, including New Chitose Airport. The company established an internet website in June 1998 and opened a new manufacturing facility at Futomi in July 1999. In December 2000, it launched an online store. During the same broad period, the brand advertised in All Nippon Airways' inflight magazine, giving it exposure to domestic and international travelers. By 2002, ROYCE' had also entered bakery products, extending its offering beyond conventional chocolate confectionery. Over time, the company developed a broad portfolio that included Nama Chocolate varieties, Pure Chocolate, truffles, bars, chocolate-covered potato chips, cookies, wafers, popcorn, and baked goods such as financiers, madeleines, and dacquoise. Its retail model combined Japanese company shops, department-store placements, airport duty-free outlets, online sales, and overseas stores. Reference material identifies 13 major stores in Japan and 29 Japanese airport shops as of 2021, along with retail operations in 16 countries outside Japan. The brand's overseas development has included a notable United States presence, with company retail outlets, online sales, and delivery or pickup options at some boutiques. In March 2020, however, ROYCE' closed all nine of its South Korean stores and left that market. The company cited falling sales, with the reference connecting the situation to a broader boycott of Japanese goods in South Korea. Despite that withdrawal, ROYCE' continues to operate as an active Japanese chocolate brand with a global customer base and a strong association with Hokkaido and Nama Chocolate. The brand name is derived from the founder's first name. According to the cited account, the Japanese phonetic elements were rearranged and altered before being rendered in English as ROYCE'S and later simplified to ROYCE'.
- 2020
South Korean retail operations closed
[1]The company closed all nine South Korean retail locations and exited the market because of declining sales.
- 2002
Bakery products added
[1]ROYCE' began selling bakery products in addition to its chocolate and confectionery range.
- 2000
Online store launched
[1]The company opened an online store in December and promoted the brand through All Nippon Airways' inflight magazine.
- 1999
Futomi manufacturing facility opened
[1]A new manufacturing facility was inaugurated at Futomi.
- 1998
Company website launched
[1]ROYCE' established an internet website as part of its developing direct and digital presence.
- 1997
Sapporo retail and headquarters expansion
[1]The company opened a central Sapporo shop, moved its headquarters to Sapporo, and expanded distribution through Hokkaido airports.
- 1996
Delivery center established
[1]ROYCE' created a delivery center supported by a fleet of semitrailers serving customers and clients.
- 1995
Nama Chocolate introduced
[1]The signature Nama Chocolate line was launched and became a central product for the brand.
- 1993
First company shop opened
[1]The Higashi Naebo Main Shop opened in May, while cookie production also began during the year.
- 1990
Pure Chocolate launched
[1]ROYCE' introduced its Pure Chocolate product line.
Products and positioning
Premium Japanese chocolate with strong Hokkaido provenance, gift appeal, and a signature fresh-cream Nama Chocolate format.
Chocolate confectionery · 1995
Nama Chocolate
ROYCE''s signature product is a soft, refrigerated chocolate confection made in a ganache-like style from melted chocolate and fresh cream. It is cut into bite-sized pieces and commonly dusted with fine cocoa powder. Documented varieties include au lait, mild milk, bitter, white, and matcha. Its fresh texture and need for careful storage distinguish it from conventional shelf-stable chocolate bars.
Chocolate assortment · 1990
Pure Chocolate
Pure Chocolate is a ROYCE' line introduced during the company's 1990 product expansion. It represents the brand's bar and assortment-oriented chocolate offering and complements the softer Nama Chocolate range.
Chocolate bars · 1985
Chocolate Bars
ROYCE' introduced its first mass-produced chocolate bar in 1985. The bar format helped the company move from an emerging Hokkaido manufacturer toward broader retail distribution and remains part of its chocolate portfolio.
Chocolate confectionery
Truffle Chocolates
The truffle range was added during the company's 1990s expansion. It extends ROYCE''s premium confectionery offer through filled or ganache-style chocolate pieces designed for gifting and assortment sales.
Chocolate-coated snack
Potatochip Chocolate
Potatochip Chocolate combines potato chips with a chocolate coating, creating a sweet-and-salty product associated with ROYCE''s more distinctive snack-confectionery formats. The product is sold as part of the company's broader chocolate and gifting range.
Baked confectionery · 1993
Cookies and Baton Cookies
ROYCE' produces cookies, including baton-style cookie products. Cookie production began in 1993, broadening the business beyond molded and filled chocolate and supporting gift-box and souvenir sales.
Bakery and pastry · 2002
Chocolate Bakery Products
The company's bakery-oriented range includes products such as dacquoise, financier, madeleine, Lurumaro Chocola, and Nama Choco Croissant. Bakery production and sales were documented by 2002, adding pastry formats to the chocolate portfolio.
Chocolate snacks and assortments
Wafers, Popcorn and Petite Truffe
These products represent additional formats in the ROYCE' range, including wafer-based sweets, popcorn, and smaller truffle-style pieces. They support the brand's variety-led retail, souvenir, and gifting strategy.
Marketing campaigns
- 2000All Nippon Airways inflight-magazine advertising
Japan · International air travel
ROYCE' advertised in All Nippon Airways' inflight magazine, using an airline travel channel that complemented its airport retail and souvenir positioning.
Outcome. The cited material does not quantify the campaign's commercial outcome.
Brand decisions
2020
Exit from South KoreaStrategyBackground
ROYCE' reported declining sales in South Korea amid a wider boycott of Japanese products.
Action taken
The company closed all nine of its South Korean retail locations and withdrew from the market.
Aftermath
ROYCE' no longer operated those South Korean stores; the cited material does not describe subsequent re-entry.
2000
Move into online retailStrategyBackground
The company had established a website in 1998 and continued developing direct customer access.
Action taken
ROYCE' launched an online store in December 2000.
Aftermath
Online sales became an additional channel alongside company shops, airport outlets, and other retail distribution.
1997
Expansion of Sapporo and Hokkaido distributionStrategyBackground
ROYCE' was strengthening its regional retail identity and distribution infrastructure.
Action taken
The company opened a downtown Sapporo shop, moved its headquarters to Sapporo, expanded distribution through Hokkaido airports, and added distribution capacity.
Aftermath
Sapporo and Hokkaido became more firmly integrated into the brand's retail and origin identity.
1995
Launch of Nama ChocolateProduct launchBackground
The company was expanding its product range during the 1990s and had already introduced Pure Chocolate and cookies.
Action taken
ROYCE' introduced a fresh-cream-based, ganache-style chocolate product dusted with cocoa powder.
Aftermath
Nama Chocolate became the brand's best-known and defining product line.
Recent events
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