Episode Details

"When you show honesty or your best effort, then people finally recognise you." "You have to find a way to go directly to the consumer and get insight from them." "You respect people. You respect where they come from, the knowledge they have of the business, and you try to learn." "To be innovative, you need a driving force from the top." "Right shooting always results in a hit." Jerome Chouchan is President of Godiva Japan and a long-serving international executive with a distinctive career arc across premium brands, retail, gifting, food, and Japanese business culture. Originally from France, he first came to Japan at the age of 25 through a French programme that allowed young graduates to work overseas for private companies in export development. His first assignment was with Mellerio, a high jewellery company based on the Rue de la Paix in Paris, where he opened the Japan office and built the business through department store partnerships and shop-in-shop operations. He later moved to Lacoste, managing licensing and brand coordination, and then to Hennessy, where he was responsible for the Japan business unit while based in France and travelling regularly between France and Japan. His first fully integrated P&L leadership role in Japan came with Lladró, the Spanish porcelain figurine brand, in a joint venture involving Mitsui & Co. There, he led a team of around 70 people and developed major market innovations, including porcelain versions of traditional Japanese Boys' Day and Girls' Day figurines. At Godiva Japan, Chouchan brought together his experience in premium branding, retail channels, Japanese gifting culture, consumer insight, and bold strategic execution. Under his leadership, Godiva Japan tripled its business in seven years, expanded into new channels such as convenience stores for premium ice cream, and created high-impact campaigns such as the famous "stop giving giri choco" Valentine's message. His leadership is also deeply shaped by more than 30 years of kyudo, Japanese archery, and by the principle that correct form, discipline, and intent produce the right result.

Jerome Chouchan's leadership journey in Japan is a story of adaptability, cultural sensitivity, consumer insight, and disciplined boldness. Arriving in Japan at only 25 years old, without Japanese language ability and without a large team around him, he began his career in a challenging environment where youth and foreignness could easily have undermined credibility. His early experience opening the Japan office for Mellerio taught him a central lesson about leadership in Japan: respect is earned through sincerity, effort, and presence. In a culture where age, hierarchy, and experience carry weight, Chouchan learned that honesty and visible commitment can overcome initial scepticism. Across his career, he repeatedly entered industries where he was not the obvious candidate. Jewellery, fashion, cognac, porcelain figurines, and chocolate all appear different on the surface, yet Chouchan identified the connecting threads: brand authenticity, retail, gifting, craftsmanship, and emotional value. This ability to recognise deeper patterns helped him move successfully from one sector to another. At Lladró, he discovered that innovation in Japan does not always come from importing foreign ideas. Sometimes it comes from seeing Japanese culture with fresh eyes. By observing Hinamatsuri and Boys' Day figurines as part of the same emotional and decorative category as porcelain, he helped create a new product concept that Japanese department store buyers initially doubted, but consumers embraced. His approach to leadership has consistently centred on the gemba: the real place where customers, staff, and business reality meet. Whether selling porcelain pieces himself in department store exhibitions or visiting Godiva stores with his team, Chouchan demonstrates that leaders must understand the front line directly. T