Mr. Chouchan has more than 30 years of experience in premium brand management in international markets, particularly in Japan and Asia.  He is currently the Representative Director & CEO of Orchid Inc., the parent company of Godiva Japan, Inc., and the Super Premium Global Belgium Chocolate Company, Pierre Marcolini Group. He has been the Representative Director & CEO of Godiva Japan, Inc. since June 2010, and manages the markets of Japan, South Korea, Australia, New Zealand, and a manufacturing factory in Belgium, Manufacture Belge de Chocolats. He is also the director of Pierre Marcolini Group.

Since he joined Godiva Japan, Inc., the Japan business more than tripled its size in 10 years, through the successful launching of innovative products, a creative marketing strategy, and an omnichannel strategy that caters to various consumption occasions and consumer needs.  

He was Managing Director for Japan and Asia, for Lladro, the famous Spanish porcelain brand.  During his term, the Lladro Japan business had grown by over 40 %. He had successfully launched unique doll products such as Hina Ninghyo and Waka Musha that have delighted Japanese consumers.

Previously, he was in France for the LVMH Group, as Business Development Director of Hennessy with the responsibility of both the Japanese Business Unit and the Hennessy Training & Promotion Division.  Before entering LVMH, he joined the Lacoste Group and held in 1999 the position of North Asia Regional Director, based in Tokyo.  In his earlier career, he initiated also the startup of brand business in Asia and Japan, for the French High Jewelry brand "Mellerio dits Meller" and the French Government Mint "Monnaie de Paris".

Fluent in Japanese, he is one of the few foreign members of the renowned Keizai Doyukai (Japanese Association of Corporate Executives). He is also presently President of the French Chamber of Commerce and a Board Director of the Belgian-Luxembourg Chamber of Commerce in Japan.

Appointed as Fukui-Brand Grand Chevalier from November 2021.

He is currently a Board Director of the Kyudo International Federation and holds a Kyudo Renshi (Instructor license) and a 5th Dan degree.

Mr. Chouchan has a Master in Management from the French Leading Business School: HEC Paris.

His book “Target” has been widely praised in Japan since its publication in February 2016. It was published in English in April 2018. “Target” is a unique approach to management and leadership, taking inspiration from the wisdom of the ancient Japanese martial art of Kyudo- The Way of the Bow. It was also translated into French in 2019. In 2019, his second book “Hataraku koto wo Tanoshimou – Let’s change and transform together” which tells a new approach of working way, was published.