Vietnamese chocolate brand Maison Marou has opened its first international retail boutique at Singapore Changi Airport’s Terminal 1 Departure Hall, marking the company’s debut outside its home country. The grand opening took place on July 23, following a two-week soft launch, with co-founder Vincent Mourou present for the event.
Established in 2011 by Mourou and the late Samuel Maruta, Maison Marou has gained recognition for spotlighting Vietnamese chocolate on the global stage. The brand has been praised internationally, including by The New York Times in 2016, which described it as “The Best Chocolate You’ve Never Tasted.” Maison Marou sources its cacao directly from family-owned farms across six southern provinces in Vietnam, ensuring strong ties to local producers. The company operates 26 outlets within Vietnam, most of them cafes, and is set to open its 27th store—its second in Danang—in September.
The Singapore location offers a product range similar to what is available domestically, with prices starting at S$5.30 for a mini 24-gram bar and extending to about S$17.20 for boxes featuring tropical fruit-infused dark chocolates. In addition to familiar offerings, the Changi Airport store features Singapore-exclusive items incorporating local flavors and imagery, such as a 55 percent gula melaka dark chocolate bar and a French kaya toast coconut milk bar, both priced around S$15 to S$17.20. Other exclusive treats include dark chocolate coated dried guava, a spicy peanut and chilli nougat bar, and a milk chocolate blend with pandan, guava, cashew, and raisin. All products are manufactured in Vietnam, using local ingredients alongside New Zealand-sourced milk and cream.
Complementing the edible options, the boutique also sells a Singapore-themed T-shirt billed at S$42.60, which displays otters and cacao pods alongside the brand’s logo.
Mourou indicated that Singapore was always part of the company’s growth strategy, but a formal invitation from Changi Airport’s team in November 2024 accelerated the timeline. While the current outlet focuses on retail, Mourou did not rule out launching the brand’s café concept in central Singapore in the future. He also hinted at an unreleased durian-flavored chocolate under trial, emphasizing that the company only launches products they feel genuinely passionate about, with cacao remaining the core ingredient.
Looking ahead, Mourou plans further international expansion, targeting markets such as Hong Kong and Paris following the Singapore launch. Production capacity has increased steadily, with an estimated 300 tonnes of chocolate expected to be produced in 2026, up from 220 tonnes in 2025.
Mourou expressed pride in Maison Marou’s growth while maintaining consistent quality in both product and customer service. He views the Changi Airport store as a significant step in broadening the brand’s international presence, describing it as “just the beginning.”