Exclusive interview with Elias Läderach: Heir to the exquisite legacy of Läderach

"...Following the official launch of Läderach, Switzerland’s premium chocolate brand, which has captured the hearts of chocolate and dessert lovers around the world since 1962. #Legend_th had the pleasure of speaking with Elias Läderach, world-renowned chocolatier and heir to the Läderach legacy. In this exclusive conversation, he shares the story of how it all began, the inspirations behind the brand, its long-standing vision, and the pivotal decision that led to the opening of Läderach’s first boutique in Thailand at EmQuartier..."

legend_th: Special moment or memory that first made you fall in love with the chocolate?

EL: It's a very good question. When I was a kid, my grandfather, who founded the company in 1962, used to take me into the kitchen to make chocolate Easter bunnies with him,” he recalls fondly. “Those early moments, creating chocolate together, really infused our love for it. That’s where it all began.

legend_th: If your brand were like a piece of art, how would you describe it?

EL: It would be something very elegant but also approachable, not too abstract. I want people to feel at home when they experience our brand. And of course, it has to be precise, very Swiss, with high quality and a sense of joy. I want people to smile and feel joy when they face our products.

legend_th: How has your business grown and changed since the beginning?

EL: When my grandfather started the business in 1962, it was purely B2B, business-to-business. We weren’t a consumer brand yet, although that was always his dream. Unfortunately, due to the financial situation at the time, he couldn’t make it happen. So he focused on selling to restaurants and pastry chefs. That dream only started to come true when the second generation took over, and retail stores began to open. Then, with the third generation, we expanded globally, reaching markets like the US and Asia. Our vision now is to become the global reference for premium Swiss chocolate. That’s what we aim to be.

legend_th: Where do you get the inspiration when you create the collection?

EL: Seasonal flavours and monthly limited editions are an integral part of Läderach’s identity. We have a cross-functional team, from product development to marketing, that comes together to brainstorm new ideas. Sometimes, our customers even suggest flavours. Now that we’re present in many countries, we’re also able to draw inspiration from local tastes and cultures. This international presence allows us to receive valuable feedback directly from each market, which continues to shape and enrich our creations.

legend_th: And in your opinion, what makes chocolate look and feel luxurious?

EL: Freshness, people don’t usually associate it with chocolate, but it makes a huge difference. We tend to link freshness with vegetables or fruit, not with chocolate. But the truth is, fresh chocolate tastes significantly better than chocolate that’s been stored for several months or even years. That, along with the use of high-quality ingredients, is essential. When it comes to visual appeal, we pay close attention to presentation, packaging, precision, and style. This varies by market, as the concept of luxury differs. In the West, “less is more” tends to define premium aesthetics, while in Asia and the Middle East, consumers often prefer more elaborate packaging. We adapt accordingly, but always with Swiss precision at the core.

legend_th: What inspired the decision to open a boutique in Thailand?

EL: Southeast Asia has always been a very interesting market for us. We opened in Singapore a few years ago, and the response has consistently been strong. More recently, we expanded into Malaysia, where we’ve also seen encouraging results. Over the years, many Thai tourists visiting Switzerland bought our chocolate and told us how much they loved it, often asking us to open a boutique in Thailand. So we thought, why not give it a try? We found an excellent local partner, and now here we are. The reception has been incredible, people even queue outside the store. It brings me great joy to see how much Thai people appreciate our chocolate.

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