Interview of Supporter Stores Sugoi Sweets

Located northwest of downtown Chicago, West Town is a diverse culinary community known for its mix of Japanese, American, Filipino, and other international restaurants, as well as its openness to unique and innovative ideas. The area is home to acclaimed establishments such as Omakase Shoji, a high-end Japanese restaurant, and Kasama, which earned one Michelin star in 2022 and a James Beard Foundation Award in 2023, making it a destination for Chicago’s most discerning diners. Amid this vibrant scene, Sugoi Sweets, a chocolate shop that opened in West Town in 2022, has quickly gained attention. It is one of the few “Japanese Ingredient Supporter” certified stores in the U.S. Midwest, recognized for its creative product development that showcases unique ingredients, flavors, and Japanese-inspired aesthetics.

We immediately found the colorful striped awning with the words “Sugoi Sweets” standing out against the classic red-brick architecture typical of Chicago. Stepping into the cozy shop, the first thing that catches the eye is a showcase lined with rows of vividly colored chocolate bonbons, from greens, oranges, purples, and blues, all perfectly arranged in a line. These are the shop’s most popular items. Each bonbon, so artistically designed and colored that one might mistake them for works of art rather than confections, is labeled with flavors such as Matcha, Yuzu, Bourbon Pecan, Coconut Almond, and Passion Fruit.

Elle Lei, a confectionery artisan who combines Asian ingredients, including those from Japan, with Western pastry techniques to create innovative new sweets, and her husband Jason Rice guided us through the inside of the store. We spoke with them about the unique characteristics of Sugoi Sweets, their use of Japanese ingredients, their role as a certified Japanese Ingredient Supporter store, and their aspirations for the future.

Elle Lei, who is originally from China, trained at various restaurants and pastry shops in the United States, where she mastered the techniques of Western confectionery. Her interest in Japanese ingredients began when she spent six months in Kyoto with her husband, Jason Rice, who was there for work. In Kyoto, she encountered the refined aesthetic sense of wagashi (traditional Japanese sweets), with their colors and shapes that express the seasons as well as their ingredients and delicate flavors. She was also deeply impressed by Japan’s sophisticated “culture of wrapping,” seen in beautifully presented gift packaging for confections and other items. These experiences of Japanese food and culture later had a profound influence on the creation of Sugoi Sweets.

As for Japanese ingredients, Uji matcha, hojicha (roasted green tea), yuzu, masago arare (rice pearls), and umeshu (plum liqueur) are used. Elle creatively incorporates these unique ingredients into her original confections, including chocolate bonbons, yuzu caramels, matcha and hojicha ice creams, and kohakuto, which all available in the shop. It is quite rare to see kohakuto, a traditional Japanese sweet that is often referred to as “edible jewelry” for its translucent, gem-like appearance, in Chicago.

In addition to sweets, the shop also offers Japanese tea and tea utensils. Their private brand, named “Mokoma,” uses premium Japanese tea imported from Uji, a region renowned for its high-quality tea. Varieties such as genmaicha (roasted rice tea), hojicha (roasted green tea), and matcha are packaged in beautifully designed bags that reflect the color and character of each tea, and are sold together with elegant tea ware.

Elle, who continues to take on the challenge of creating innovative new confectionery products, received the Rising Star Award* in 2024, earning recognition as one of Chicago’s most promising chefs. As for the future of their shop, which is now attracting attention from across the United States, the couple shared their dream: “We’d like to create a space similar to a Japanese-style tearoom, focus more on developing matcha-based products, and give local customers, most of whom are non-Japanese, the opportunity to relax and savor authentic Japanese tea and ingredients.”

At Sugoi Sweets, the compact space is filled with original confections, Japanese teas, and tea utensils, all created through a fusion of Eastern and Western confectionery techniques, ingredients, flavors, culture, and aesthetics. Distinctive Japanese ingredients such as matcha and yuzu express the five basic tastes (sweetness, sourness, saltiness, bitterness, and umami) which are harmoniously blended with other elements to create sweets that captivate Chicago’s food enthusiasts. Through its online store, Sugoi Sweets also reaches a broad audience beyond Chicago, sharing these unique Japanese flavors with consumers across the United States.

The moment someone opens a small gift box and discovers Elle’s vividly colored chocolate bonbons, arranged like a painter’s palette, many will likely find themselves exclaiming, “Amazing!” — or, in Japanese, “Sugoi!”

(*) An award presented by the food industry magazine StarChefs, which recognizes up-and-coming chefs and bartenders active across the United States. In 2024, 19 recipients from Chicago were honored.