A few weeks ago I shared my excitement about finding Chocorooms at Costco, which felt like a tiny wink from Japan hiding in the middle of an American warehouse. I honestly assumed that would be the highlight of my snack discoveries for a while.

I was wrong.

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Whenever I travel between the US and Japan, I am reminded of how the same global brand can feel completely different depending on where you are. McDonald’s is the perfect example. In Japan, it is simply tastier. The food is fresher, the presentation is neater, and the Japan only items feel genuinely well executed instead of gimmicky.

Even though it is fast food, the Japanese sense of care shines through. The lettuce is crisp. The fries arrive actually hot. The burgers look intentionally assembled rather than rushed. And everything is seasoned with this magical just right balance that feels almost respectful.

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There are moments when living abroad makes you feel unexpectedly and delightfully five years old again. A few weekends ago, mine happened in the middle of Costco. I was cruising past the giant bags of chips and industrial sized Nutella when something made me stop so abruptly that the person behind me had to brake: Chocorooms. Actual, honest to goodness, mushroom shaped Japanese chocolate biscuits. In my American Costco.

As a Belgian, I should probably be ashamed to admit how excited I got. Belgian chocolate standards are a bit like Belgian traffic rules, strict, precise, and deeply ingrained. And let’s be honest, Chocorooms are not that kind of chocolate. They are not rich artisanal pralines with glossy shells and delicate ganache fillings. They are cheerful little snack mushrooms that taste like childhood and convenience stores and the promise of a long train ride with too many treats. And that is exactly why I love them.

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When people talk about Japan, they often mention tiny apartments, compact cars and neatly packed bento boxes. What they forget is that the same philosophy of compact perfection also applies to drinks. Exhibit A in today’s picture, a very serious three year aged umeshu in a bottle that is almost the same size as my apple.

In most countries, this amount of alcohol would be called a sample or a tasting. In Japan, it is a fully legitimate product with barcode, brand story and great pride. It is just… small. One elegant sip, maybe two if you are disciplined, and that is it. A complete experience in a tiny cup.

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