位於上海前灘太古里的Le Chocolat Maxime Frédéric at Louis Vuitton巧克力專賣店，是中國首家LV巧克力專賣店，即將於2025年8月10日正式結束營業，宣告其在中國的首次巧克力零售嘗試劃下句點。根據官方消息與店員回覆，本次為結束營業而非暫停，若未來有新店開幕計畫，將會透過官方平台對外公布。

店員進一步向媒體證實，目前店內已無任何巧克力可供購買，且後續不會再補貨，不過在閉店前的最後幾日，消費者仍可進入參觀。這家專賣店自2024年7月22日開幕以來，僅營運一年多，便吸引大量關注。作為全球第三家LV巧克力專賣店（僅次於巴黎與新加坡），在中國市場的登場引發極高話題度。

店內原本提供20多款由法國甜點大師Maxime Frédéric手工製作的巧克力，設計靈感多取自LV經典元素，包括Damier 棋盤格巧克力、迷你硬箱造型巧克力，以及Vivienne玩偶造型巧克力。價格範圍從人民幣240元至3200元不等，其中售價240元的單品，因被網友戲稱為「LV最便宜的正品」，成為社交媒體上的熱門話題。開幕初期，「花240元就能買到 LV」的消息在網路上掀起熱潮，門店甚至一度出現排隊盛況並衝上熱搜。

然而，在高端精品與生活方式結合的嘗試背後，LV母公司LVMH集團近期整體業績並不樂觀。根據2025年上半年財報，集團總營收同比下降4%至398.1億歐元；經常性營業利潤下滑15%至90.1億歐元；淨利潤更大幅下降22%至56.9億歐元。在此背景下，關閉上海巧克力專賣店或許也是品牌在調整全球業務與成本結構的一部分。

上海前灘太古里LV巧克力專賣店的落幕，不僅是精品跨界美食計畫的收尾，也象徵著在中國市場中，奢侈品牌的「平價入門產品」策略並非總能長久維持。對許多消費者來說，這家店更像是短暫卻話題十足的城市記憶。

The Le Chocolat Maxime Frédéric at Louis Vuitton chocolate boutique in Shanghai’s Qiantan Taikoo Li, the first LV chocolate specialty store in China, will officially close on August 10, 2025, marking the end of the brand’s first foray into chocolate retail in the country. According to official statements and staff replies, this closure is permanent rather than temporary. If there are plans for a new store in the future, they will be announced through official channels.

Store staff further confirmed to the media that there are currently no chocolates available for purchase, and no restocking will take place. However, visitors can still tour the store in its final days before closure. Since its opening on July 22, 2024, the boutique has been in operation for just over a year and has attracted significant attention. As the third LV chocolate specialty store worldwide—following Paris and Singapore—its debut in the Chinese market generated immense buzz.

The store originally offered more than 20 varieties of handcrafted chocolates created by French pastry chef Maxime Frédéric, many inspired by classic LV design elements, including Damier checkerboard chocolates, miniature trunk-shaped chocolates, and Vivienne doll-shaped chocolates. Prices ranged from RMB 240 to RMB 3,200, with the RMB 240 item humorously dubbed by netizens as “LV’s cheapest authentic product,” sparking heated discussions on social media. In the early days after opening, the phrase “Spend RMB 240 to own LV” went viral online, and the store even saw long queues, briefly trending on Chinese social platforms.

However, behind this attempt to blend high-end luxury with lifestyle products, LV’s parent company, LVMH, has recently faced less-than-optimistic financial results. According to its financial report for the first half of 2025, total revenue fell 4% year-on-year to €39.81 billion; recurring operating profit dropped 15% to €9.01 billion; and net profit declined by 22% to €5.69 billion. Against this backdrop, the closure of the Shanghai chocolate boutique may be part of the brand’s broader effort to adjust global operations and manage costs.

The departure of the LV chocolate store from Qiantan Taikoo Li is not only the conclusion of a luxury-meets-gourmet experiment but also a sign that the “affordable entry product” strategy of luxury brands in China may not always be sustainable. For many consumers, this boutique will remain a short-lived yet highly talked-about memory in the city.