Of all chocolate bars, Black Thunder enjoys a special place in the Japanese public’s heart. These crunchy treats are bitesize and affordable, and can be picked up in any convenience store or supermarket.

But not content with this level of popularity, the company behind Black Thunder keep pushing boundaries. They’ve released a Black Thunder apple pie, and even a beverage version of the classic snack.

Starting next month, Black Thunder fans will even be able to make a pilgrimage to the first ever Black Thunder themed hotel room at the Hotel Associa in Aichi. It will be filled with all kinds of references to the chocolate bar, from the decor to the amenities.

For example, the beds have been given a Black Thunder makeover with pillowcases and foot runners.

While the pillows sport the classic Black Thunder design, there’s also cushions on the seats inspired by another eccentric venture from the chocolate company, ‘Black Thunder for Toast’. This chocolate was formulated to be eaten on top of a piece of toast, and the cushions are emblazoned with the recognisable packaging design. Chocolate bar historians will be thrilled with the panel above the head of the beds which gives a rundown of Black Thunder packaging through the years.

Even the room key has the Black Thunder design with the slogans changed to reflect the room. While the packaging usually says ‘lightning-standard taste’ and ‘black god of thunder’, the room key reads, ‘lightning-standard amenities’ and ‘god of thunder room’.

Each night costs 22,096 yen based on 1 to 2 people per room and including breakfast (including Black Thunder for Toast in the buffet, naturally). The campaign will run from 1st June until 31st August 2022, and it can be pre-booked online.