Perugia: ‘the City of Chocolate’
An opinion piece by Elke Schrenk, Spring 2026
Aside from the city’s rich history and vibrant student life, Perugia is also well known for its chocolate. As a part of my Global Sustainable Business course, I was able to visit the recently opened Citta del Cioccolato museum, and learn about the history and importance of chocolate in Italy. This article will outline everything to know about the museum.
The Role of Perugina Factory
Perugia became an important city for chocolate production in 1907, with the creation of the Perugina chocolate factory. The company’s success skyrocketed in 1922 with the creation of the iconic Baci candy, now a symbol of Perugia. The significance of this company has earned Perugia the nickname “the City of Chocolate.” Perugia also hosts one of the largest annual chocolate festivals in Europe, Eurochocolate, during which visitors can buy, sample, and learn about artisan chocolate.
The History of Chocolate
Since the opening of the Citta del Cioccolato museum in the Fall of 2025, visitors can have a taste of this experience year round. The museum is located in the historic center of Perugia, only a 5 minute walk from the main piazza. It features two floors of exhibitions related to the history, production, and consumption of chocolate.
The first section explains the ancient Mayan origins of chocolate. We learned about the role of cacao in ancient Central American societies, and how cacao was first prepared and consumed. Next, we walked through how cacao arrived and spread throughout Europe, detailing its popularity throughout Europe from the 1500s to the present day. We were able to see a number of artifacts related to chocolate throughout history, from ancient Mayan kitchen equipment to chocolate cigarettes from the 1900s.
From Visiting to Tasting
After learning a bit about the history of chocolate, we moved on to discuss chocolate production today, and some of the social and environmental challenges that come with its production. Although chocolate can be quite unsustainable, some companies are working towards improvement through improved cultivation methods and fair trade practices. Of course, a visit to the chocolate museum would not be complete without trying some chocolate. The museum offers a wide selection of artisanal chocolates for purchase, and there is even the option to create your own chocolate bar.
The museum is open every day from 10am until 7pm, with tickets starting at €12 for students. Whether you are looking to learn more about the history of chocolate or just hoping to try a taste, the Citta del Cioccolato is a must visit in Perugia.