Why we love chocolates?

Everyone loves chocolates! Who did not right? But what really triggered us to love chocolates? Maybe psychological factor or our biological level affects our craving.

As we all know chocolate is really sweet! It tastes good. It smells good. It feels good when it melts on our tongue. And all of those ‘feelings’ are the result of our brain releasing chemicals in response to each chocolate experience. The experience of eating chocolate results in feel-good neurotransmitters being released in particular brain regions like frontal lobe, hippocampus, and hypothalamus, according to Psychologists.

Dopamine, for instance, is released when you experience anything that you enjoy—sex, laughing or watching your favorite artist. This reward circuit is partially hard-wired by genetics, but it learns, changes and responds to your specific preferences based on your life experiences. This malleability of the brain is what makes each of us unique. In fact, there are supposedly people in the world who do not like chocolate.

It was originally thought that chocolate contained compounds that could activate this dopamine system directly just like cigarettes and cocaine. Chocolate does contain theobromine that can increase heart rate and bring about feelings of arousal, caffeine which can make us feel awake and increase our ability to work and focus, and fat and sugar which are preferred food sources for humans because they are calorie dense. However, elegant experiments in which the components of chocolate were separated out indicated that just ingesting the chemicals in chocolate without the mouth-feel and taste does not decrease craving.

Chocolates are also an all-time gift for any celebrations and holidays. A go-to gift for your loved ones and friends. Here in the Philippines, a local chocolate maker Hiraya Artisan Chocolate Inc. produces bean-to-bar chocolate that sources cacao directly from local farmers.

“Hiraya,” is an ancient Filipino word which means – the fruit of one’s hopes, dreams, and aspirations. The company follows sustainable, socially-conscious practices, and fair trade principles. It also provided +200% in income for the community of farmers, particularly in Brgy. Malabog  Davao City.

Here are some Hiraya Chocolate products to choose:

  72% Dark Chocolate Single- Origin Davao (85g) The flavor profile is fruity with just a slight hint of bitterness and a 100% locally sourced ingredients, all-natural, hand-harvested cacao and no preservatives, no additives, no artificial flavors, and suitable for vegans. Suggested retail price is PHP180.00


Hiraya x Kalsada Chocolate  Bar with Coffee Nibs (70g). Flavor Profile is strong with robust coffee notes and featured premium coffee beans sourced from the highlands of Sitio Belis, Benguet Province and a Collaboration with Kalsada Coffee—a social enterprise based in Manila and Seattle that promotes specialty coffee from the Philippines. Suggested retail price PHP200.00

Exciting flavors are also introduced for Filipino taste buds perfect for the upcoming holidays!

Hiraya Coconut flavor is perfect for a sweet and milky taste with roasted coconut bits. The Chicharon flavor has the sweet and salty taste with crunchy pork rinds while the Queso de bola flavor has a dark chocolate taste with salty Edam Cheese chunks that you could feel Christmas in every bite!

I crave for chocolate or you need to send the sweetest gift to your loved ones, just make a trip to Roots Katipunan, Unit 106 FBR Arcade Bldg., 317 Katipunan Avenu, Loyola Heights, Quezon City but if traffic is a burden go online purchase at  www.hirayachocolates.com, call the owner Alvin Peralta 0917-8511685, email hirayachocolates@gmail.com or simply visit their social media accounts at facebook.com/HirayaChocolates and Instagram @hirayachocolates.