Food, flowers, coffee, music. Subscription boxes deliver carefully selected items from shops in all categories that enrich life, "once a month for a fixed price." This time, we interviewed Taro Shinozaki, who launched "subsc," an online shopping mall specializing in subscription boxes, in 2017. Armed with an aesthetic eye cultivated over 20 years in retail, he personally verifies "authentic" products from all over the country, shares his vision with shop owners, and selects which shops to feature. "Chocolat da Familia" also started appearing on subsc last year. Mr. Shinozaki, who has been a fan of this chocolate since his first taste, says he looks forward to receiving it at home every month with his wife and two daughters.

―Where did you learn about Chocolat da Familia?

When I started subsc, the hardest part was finding the first vendors. For the vendors, it was a new service, and we weren't just looking for anyone. At that time, there was a flower shop in Nakameguro that quickly empathized with us and decided to participate. The owner of that shop asked, "Aren't you going to do 'sweets' on subsc?" I had always wanted to do it, but I just hadn't gotten around to it. That's when they introduced me to Mr. Maeda, the owner of Chocolat da Familia. At the time, the place where they sold chocolate was on the same street as the flower shop, so I felt it was destiny.

―What was the deciding factor in asking them to participate?

Above all, it was the taste. It was truly delicious. I would leave "Colorful Chocolat" at work and find myself eating it without realizing it. Oh, it's dangerously good (laughs). So I make sure to eat it in measured amounts. Also, there's the peace of mind from its background of being made by a long-established chocolate shop in Kyoto. As Chocolat da Familia's concept suggests, chocolate is surely something to be enjoyed by the family, and I thought customers would feel safe buying it. And I was also attracted to the theme of "enjoying with family."

―Mr. Shinozaki, do you actually use Chocolat da Familia's subscription service yourself?

Yes. Of course, as an operator, there's the meaning of actually trying it out, but my family simply loves Chocolat da Familia.

―Which one do your family members like?

They really liked the macadamia nut chocolates that just arrived in April. They arrived in the morning, and I ate only one piece. When I came home from work and asked, "What happened to the chocolate?", my daughter said, "Oh, are you going to eat it?" It was already gone... It seems the three women finished it all. Well, if they enjoyed it, that's good (laughs).

The Colorful Chocolat in March included a cherry blossom flavor in addition to the usual 10 types. My daughter noticed it right away. "This is new!" she said. She's a true fan, isn't she? (laughs)

―It's nice to see them enjoying it nearby, isn't it! What's it like to have chocolate delivered to your home every month?

To put it dramatically, it's like a present arriving for me every month. Even though it doesn't come in a gift box, and I'm paying for it myself (laughs). But it's similar to the feeling of getting a small reward, and it makes me feel gently happy. Like when someone who helped you sends you something delicious from their hometown! You're buying it online, but you can definitely feel the warmth of the maker. Chocolat da Familia always includes a polite letter with a preview of the next month's chocolates and instructions on how to properly store them.

And then there's the excitement of not knowing what's inside! My family also looks forward to it, saying, "I wonder what's coming next?"

―Lastly, do you have a personal way of enjoying Chocolat da Familia, Mr. Shinozaki?

I really love "Colorful Chocolat" after all. Especially the "yuzu" and "hojicha" flavors. And pairing them with black coffee is a pleasure during my work breaks.

Fortunately, there are two very delicious coffee shops on subsc, one from Chiba and one from Kyoto (laughs), and I drink their coffee religiously. Before I discovered that coffee, I didn't hand-drip coffee, but once I learned the joy of savoring it with chocolate at home, I started to become interested in its depth. I love the moment it swells up as soon as it's brewed.

Another reason I like "Colorful Chocolat" is that it arrives in a bag full of so many pieces. If there's only a small amount, my share usually ends up being just a taste, like with the macadamia nuts (laughs).

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Taro Shinozaki, Inc. Institute of Contemporary Management Technology. He operates "subsc," an online subscription box shop (https://subsc.jp). Utilizing his over 20 years of experience and knowledge in the retail world, he travels all over to find products that will delight customers. He lives with his wife and two daughters in a family of four.

Instagram:@subsc