Choco-Story: Once Upon a Time in Bruges

Chocolate. Choc-o-late. If you say it slowly enough, even the word sounds velvety, never mind the taste. And there’s nowhere better to go to get stuck into the real deal than Belgium.


Oh chocolate! I love you too!

As a long time advocate of chocolate’s healing power, I wasn’t going to pass up on the chance to visit a museum dedicated to the story of it, despite the fact that it’s probably considered by many to be a cheesy tourist destination (and speaking of cheese – if you know of any museums dedicated to that, do let me know. Seriously).

Choco-Story in Bruges is worth a visit if you love the stuff like I do. You’ll get to taste a bit and learn a bit. And then you can go off and buy a ton of it. Believe me, while it may not be cheap, Belgian chocolate is worth every penny and every pound (you can just go back to the gym when you get home).

The museum guides you through the history of cocoa, from the Mayans right through to the birth of the chocolate bar, with plenty of interesting exhibits along the way. And some life lessons too. Like the fact that chocolate does not make you fat. Bonus.

Belgian shop windows are exhibits in their own right, but the museum is a good place to start if you want to go back to the very beginning of the chocolate story.

From Bean to Shop

Learn how our beloved chocolate has travelled from bean to shop!

Chocostory exhibits

From chocolate pots to recipes, you can see it all here!

Does Chocolate Make You Fat

And if you feel your taste buds tingling? Remember this. And battle on.

Chocolatier at Work

Want to see a master at work? You can. There are regular demonstrations throughout the day.

Chocolate Collage

Then it’s time for some chocolate appreciation. Perhaps you’ll appreciate off the scale sculpture (chocolate Madonna and Child anyone?), or just appreciate the taste of something that fits in your mouth a bit more easily.

In the museum’s own words:

“Belgian citizens are lovers of fine foods. Hence, chocolates have to be of an outstanding quality.”

For the purposes of chocolate consumption, I say we should all become honorary Belgians. Who’s with me?

Have you been to a chocolate museum anywhere in the world? And have you come across chocolate anywhere that would give the Belgian stuff a run for its money? Let me know in the comments!

(I was just a turn up on the day tourist at Choco-Story – my ticket was €7. I  really enjoyed it and kept a clear, objective mindset throughout. I am not a chocoholic. Honest.)


  • Yum! Chocolate… waffles… French fries… diamonds…

    Those Belgians sure do know indulgence.

  • Josh says:

    I would be like a kid at christmas running around in there! Looks lovely and I I’d love to visit! And that ‘does chocolate make you fat?’ photo might just have become my screensaver 😉

    • Clare says:

      One thing I’d say about Bruges is that it’s the perfect place to run around like a kid at Christmas (and not just at Choco-Story), they had a fabulous all-year-round Christmas shop that just had the best decorations ever. And obviously it’s surrounded by chocolate shops, so kid at Christmas vs kid in a sweet shop? The choice is yours!

  • Agness says:

    Bruges well, well. I will never forget my chocolate journey in Bruges last December. That was yummy and sweet experience. This is so incredible how inventive Belgians are with their chocolate. Some of the cakes and chocolate look just way too adorable to eat it 🙂

    • Clare says:

      Inventive is completely the right word! It’s amazing! My favourite shop window display was of chocolate snowmen (I posted it a while ago), it was so funny, you could never eat it! I LOVE Belgium for the chocolate. They sure know what they’re doing!

  • jill says:

    I need to go back to Bruges. When we were there we were just poor college students who lived off bread and could only drool at the chocolate displays on the windows. Ha…

  • I went to a chocolate museum in Cologne, which was great fun but I’d love to go to this one in Bruges, which is a place I’m hoping to go to either this year or next! This looks and sounds delicious – pretty sure my suitcase would be full of chocolate goodies to bring home!

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