EJET Spark × Choc Choco: A Trend-Product Zone Inside a Co-Branded Experience Store
A co-branded experience store only earns its rent if something on the floor makes shoppers stop and buy on impulse. That is the role EJET Spark played with Choc Choco — one of China's best-known chocolate brands and operator of the country's first chocolate museum. On December 25, 2025, the co-branded store opened on Shanghai's Nanjing Road Pedestrian Street. Inside it, EJET Spark curated a dedicated trend-product zone that gave chocolate shoppers a second reason to open their wallets.
Snapshot
| Field | Detail |
|---|---|
| Host IP / venue | Choc Choco — artisan chocolate brand, founded Shanghai 2010; operator of China's first chocolate museum |
| Curator / supplier | EJET Spark — IP & trend-product arm of EJET |
| Location | Nanjing Road Pedestrian Street, Shanghai |
| Launched | December 25, 2025 |
| EJET Spark role | Curated "Find Your Spark" trend-product zone inside the co-branded store |
| Product mix | Plush toys, collectible figures, blind-box novelties, food-shaped toys, silicone bags |
Why footfall alone won't fill your till
Nanjing Road delivers crowds, and a chocolate museum pulls exactly the shoppers who buy on impulse — families, young fans, gift-hunters.
But a chocolate-only floor monetizes one appetite. Sweet-tooth shoppers browse, photograph, and leave with one purchase or none.
The rest of that prime, high-rent space draws eyes, not spend.
What a single-category floor leaves on the table
For any retailer, a crowd primed to buy more than you sell is revenue walking out the door. The gap here was structural:
- Families and fans ready to spend, with only one category to spend on.
- A high-impulse audience, but no impulse product on the floor.
- Nanjing Road rent spread across space that entertained shoppers without converting them.
None of this shows up in a footfall report. It only surfaces in sales per square meter.
What EJET Spark's trend-product zone adds to your floor
EJET Spark's job was to drop a high-impulse product zone into Choc Choco's space — branded "Curated by EJET Spark" and merchandised for that venue's shoppers.
| Trend category | Why it converts in a chocolate venue |
|---|---|
| Plush toys & collectible figures | Gift-ready impulse buy for family and fan visitors |
| Plush keychains | Grab-and-go at pocket-money prices, right by the flow |
| Blind-box collectibles | Repeat, fandom-driven purchases and social sharing |
| Novelty & food-shaped toys | Playful fit for a chocolate, family-first audience |
| Silicone bags & lifestyle goods | Take-home utility that lifts basket value |
The 4 moves behind the zone
- Shopper-match curation. EJET Spark selected trend products for the chocolate-museum crowd — family, fan, and gifting demand — rather than dropping in random stock.
- Zone setup. We installed the shop-in-shop area inside the co-branded store, with its own "Find Your Spark" identity.
- Impulse merchandising. Products were displayed for grab-and-go pickup at eye level and along the shopper's natural path.
- Supply behind the shelf. EJET Spark's sourcing network keeps the zone restocked with fresh trend SKUs, so the assortment never goes stale.
The result
The zone gave a chocolate venue a second appetite to sell to. Fans who came for chocolate left with a plush keychain or a blind box; families added a novelty toy to the basket.
For Choc Choco, that turned spare floor into an added revenue stream. For EJET Spark, it put its trend products in front of a high-intent Nanjing Road crowd — a win for both the brand and the IP.
No extra square footage. No heavier discounting. Just a second category the crowd was already primed to buy.
What this means for your store
If your floor sells one category to a crowd that would happily buy more, the bottleneck isn't traffic — it's what's on the shelf.
You don't need to source trend products yourself. EJET Spark curates a zone — plush, collectibles, novelty, lifestyle — matched to your shopper, sets up the display, and keeps it supplied.
Through EJET Spark's overseas franchise and distribution network, the same play travels to your market.
Next step: Book a floor-and-assortment consult. We'll map a trend-product zone for your shopper profile and market before you commit.
Not ready to talk yet? Grab the playbook and pressure-test the concept on your own floor first.
Talk to EJET Spark → Download the PlaybookQuestions overseas retailers ask before starting
We already have our core category — where does a trend zone fit?
In your high-traffic or underperforming space. EJET Spark sizes the zone to your floor and curates products that complement — not compete with — what you already sell.
Do we have to buy and hold the inventory?
Not necessarily. EJET Spark sources and supplies the assortment, and terms can run on wholesale, consignment, or concession — structured so you aren't overexposed on stock.
Can you match the products to our market and shopper?
Yes. Curation starts from your shopper profile and market, the same way the Choc Choco zone was built for a chocolate-museum crowd.
Related: EJET Spark — IP retail & trend product discovery · Showroom — online-to-offline selection · Solutions for Chain Stores