{"id":15470,"date":"2025-06-18T20:32:09","date_gmt":"2025-06-18T18:32:09","guid":{"rendered":"https:\/\/www.rivieraedition.com\/?p=15470"},"modified":"2026-10-07T22:02:49","modified_gmt":"2026-10-07T20:02:49","slug":"de-cannes-a-des-milliards-de-vues-comment-le-gars-du-chocolat-est-devenu-un-phenomene-mondial","status":"publish","type":"post","link":"https:\/\/www.rivieraedition.com\/fr\/from-cannes-to-billions-of-views-how-the-chocolate-guy-became-a-global-phenomenon\/","title":{"rendered":"De Cannes \u00e0 des milliards de vues : Comment \"The Chocolate Guy\" est devenu un ph\u00e9nom\u00e8ne mondial"},"content":{"rendered":"

De retour dans la ville o\u00f9 il s'est form\u00e9, le chef p\u00e2tissier Amaury Guichon a partag\u00e9 les secrets de son ascension extraordinaire d'\u00e9tudiant de la Riviera \u00e0 cr\u00e9ateur mondial lors d'une conf\u00e9rence Meta aux Cannes Lions 2025 cette semaine.<\/p>\n

Au moment o\u00f9 Amaury Guichon est mont\u00e9 sur sc\u00e8ne, beaucoup de personnes dans le public le connaissaient d\u00e9j\u00e0 simplement sous le nom de \u201cThe Chocolate Guy\u201d.<\/p>\n

Avec plus de 17 millions d'abonn\u00e9s et des milliards de vues sur ses cha\u00eenes de m\u00e9dias sociaux, le chef p\u00e2tissier franco-suisse a transform\u00e9 des sculptures complexes en chocolat en un ph\u00e9nom\u00e8ne de divertissement mondial.<\/p>\n

Pourtant, malgr\u00e9 l'ampleur extraordinaire de son succ\u00e8s, le message de Guichon \u00e9tait \u00e9tonnamment simple : \u00e9coutez votre public, faites confiance \u00e0 votre \u00e9quipe et n'arr\u00eatez jamais de cr\u00e9er.<\/p>\n

Pour le public de la C\u00f4te d'Azur, il y avait une autre raison pour laquelle cette apparition \u00e9tait sp\u00e9ciale. Bien avant de devenir l'un des chefs p\u00e2tissiers les plus reconnus au monde, Guichon s'est form\u00e9 \u00e0 Cannes, et son retour dans la ville avait un air de retour aux sources.<\/p>\n

La session, anim\u00e9e par Nicola Mendelsohn de Meta, a explor\u00e9 comment un jeune chef de la C\u00f4te d'Azur est devenu l'un des cr\u00e9ateurs culinaires les plus influents de la plan\u00e8te.<\/p>\n

Transformer le chocolat en divertissement<\/h2>\n

Les cr\u00e9ations de Guichon brouillent r\u00e9guli\u00e8rement la fronti\u00e8re entre la nourriture, l'art et l'ing\u00e9nierie.<\/p>\n

Au fil des ans, il a construit des dragons, des montres, des animaux, des v\u00e9hicules et des chefs-d'\u0153uvre architecturaux g\u00e9ants en chocolat qui ont captiv\u00e9 le public du monde entier.<\/p>\n

Double d\u00e9tenteur d'un record du monde Guinness, il est largement consid\u00e9r\u00e9 comme l'un des chefs p\u00e2tissiers les plus influents de notre \u00e9poque.<\/p>\n

Mais si les sculptures sont impressionnantes, Guichon pense que leur attrait est plus profond.<\/p>\n

\u201c Tout le monde a un rapport au chocolat \u201d, expliqua-t-il.<\/p>\n

Peu importe o\u00f9 les gens vivent, la plupart ont un souvenir personnel ou un lien \u00e9motionnel avec le chocolat. Cet attrait universel aide \u00e0 expliquer pourquoi son contenu r\u00e9sonne \u00e0 travers les cultures et les langues.<\/p>\n

Comprendre le public<\/h2>\n

L'un des th\u00e8mes r\u00e9currents de la session a \u00e9t\u00e9 l'importance de conna\u00eetre sa communaut\u00e9.<\/p>\n

Avec des millions d'abonn\u00e9s, Guichon a acc\u00e8s \u00e0 des informations d\u00e9taill\u00e9es sur son public qui l'aident \u00e0 comprendre ce que les spectateurs appr\u00e9cient le plus.<\/p>\n

Avec le temps, il a appris que certains th\u00e8mes r\u00e9sonnent syst\u00e9matiquement aupr\u00e8s des gens.<\/p>\n

Les favoris de l'enfance tels que les cr\u00e9ations LEGO, les personnages de dessins anim\u00e9s et les designs ludiques obtiennent souvent de meilleurs r\u00e9sultats que les id\u00e9es plus sombres ou plus exp\u00e9rimentales.<\/p>\n

Halloween<\/a> Le contenu, par exemple, peut sembler une opportunit\u00e9 \u00e9vidente pour des sculptures dramatiques, mais Guichon a d\u00e9couvert que le public \u00e9tait moins int\u00e9ress\u00e9 par les cr\u00e9ations \u00e0 th\u00e8me d\u2019horreur que par les pommeaux de pomme et les designs adapt\u00e9s \u00e0 toute la famille.<\/p>\n

La le\u00e7on \u00e9tait claire : la cr\u00e9ativit\u00e9 compte, mais comprendre son public compte aussi.<\/p>\n

Une \u00e9quipe \u00e9tonnamment petite<\/h2>\n

Pour quelqu'un dont le contenu est vu par des millions de personnes dans le monde, l'op\u00e9ration de Guichon est remarquablement modeste.<\/p>\n

Il a r\u00e9v\u00e9l\u00e9 que seule une poign\u00e9e de personnes travaillaient en coulisses.<\/p>\n

Une petite \u00e9quipe de production aide \u00e0 filmer, tandis que des assistants soutiennent le travail de p\u00e2tisserie lui-m\u00eame. Une grande partie du montage est encore r\u00e9alis\u00e9e personnellement par Guichon, souvent le week-end.<\/p>\n

La r\u00e9v\u00e9lation a suscit\u00e9 une r\u00e9action de surprise chez de nombreux membres du public.<\/p>\n

\u00c0 une \u00e9poque o\u00f9 les op\u00e9rations de contenu \u00e0 grande \u00e9chelle n\u00e9cessitent souvent des dizaines de personnes, le succ\u00e8s de Guichon d\u00e9montre ce qui peut \u00eatre accompli avec une \u00e9quipe concentr\u00e9e et une vision cr\u00e9ative claire.<\/p>\n

La cr\u00e9ativit\u00e9 est un sport d'\u00e9quipe<\/h2>\n

Malgr\u00e9 qu'il soit le visage de la marque, Guichon s'est empress\u00e9 de rendre hommage \u00e0 ceux qui l'entouraient.<\/p>\n

L'une de ses observations les plus m\u00e9morables fut qu'un bon chef comprend qu'il n'a pas le monopole des bonnes id\u00e9es.<\/p>\n

L'inspiration vient de partout.<\/p>\n

Les membres de l'\u00e9quipe contribuent fr\u00e9quemment des suggestions et des concepts, aidant \u00e0 fa\u00e7onner des projets qui apparaissent finalement en ligne.<\/p>\n

Pour Guichon, la cr\u00e9ativit\u00e9 est \u00e0 son apog\u00e9e lorsque les gens sont dispos\u00e9s \u00e0 \u00e9couter et \u00e0 collaborer.<\/p>\n

C'est une philosophie qui l'a aid\u00e9 \u00e0 \u00e9voluer continuellement tout en conservant le sens de l'\u00e9merveillement qui a d'abord s\u00e9duit le public par son travail.<\/p>\n

La puissance des Reels<\/h2>\n

Interrog\u00e9 sur le plus grand tournant de son parcours sur les r\u00e9seaux sociaux, Guichon a cit\u00e9 la vid\u00e9o courte.<\/p>\n

L'essor des Reels a consid\u00e9rablement \u00e9largi la port\u00e9e de son contenu et a fait d\u00e9couvrir son travail \u00e0 des publics enti\u00e8rement nouveaux.<\/p>\n

La capacit\u00e9 du format \u00e0 capter l'attention rapidement s'est av\u00e9r\u00e9e parfaitement adapt\u00e9e \u00e0 la nature fascinante de la sculpture en chocolat.<\/p>\n

Regarder une cr\u00e9ation g\u00e9ante \u00e9merger de blocs de chocolat est intrins\u00e8quement satisfaisant. Les Reels ont permis \u00e0 ces transformations d'atteindre des spectateurs du monde entier en quelques secondes.<\/p>\n

Les fonctionnalit\u00e9s de collaboration de Meta ont \u00e9galement jou\u00e9 un r\u00f4le, aidant les cr\u00e9ateurs \u00e0 partager du contenu au sein des communaut\u00e9s et \u00e0 \u00e9largir leur public.<\/p>\n

Quelle est la suite ?<\/h2>\n

M\u00eame apr\u00e8s des ann\u00e9es de succ\u00e8s, Guichon montre peu de signes de ralentissement.<\/p>\n

Parmi les id\u00e9es abord\u00e9es sur sc\u00e8ne figurait la possibilit\u00e9 de recr\u00e9er les lunettes connect\u00e9es de Meta enti\u00e8rement en chocolat \u2013 le genre de d\u00e9fi ambitieux qui est devenu synonyme de son travail.<\/p>\n

Pour un cr\u00e9ateur dont la carri\u00e8re s'est construite sur la transformation d'id\u00e9es improbables en r\u00e9alit\u00e9, cela ne semblait gu\u00e8re impossible.<\/p>\n

Ce qui rend l'histoire de Guichon particuli\u00e8rement captivante, c'est que son succ\u00e8s n'a jamais \u00e9t\u00e9 uniquement li\u00e9 \u00e0 la p\u00e2tisserie.<\/p>\n

Ses vid\u00e9os combinent artisanat, narration, ing\u00e9nierie, humour et nostalgie d'une mani\u00e8re qui s\u00e9duit un public bien au-del\u00e0 du monde de la haute gastronomie.<\/p>\n

\u00c0 bien des \u00e9gards, il est devenu moins un chef et plus un cr\u00e9ateur dont le m\u00e9dium est le chocolat.<\/p>\n

Et alors que les d\u00e9l\u00e9gu\u00e9s quittaient le th\u00e9\u00e2tre de Cannes Lions, ils ont re\u00e7u un dernier rappel \u2018 sucr\u00e9 \u2019 de ce fait : une pi\u00e8ce de monnaie en chocolat cr\u00e9\u00e9e par Guichon lui-m\u00eame.<\/p>\n

C'\u00e9tait un petit geste, mais il r\u00e9sumait parfaitement les th\u00e8mes de la session\u00a0: l'artisanat, la cr\u00e9ativit\u00e9 et une touche d'\u00e9merveillement.<\/p>\n

Pas une mauvaise recette pour le succ\u00e8s. Et TR\u00c8S savoureux.<\/p>","protected":false},"excerpt":{"rendered":"

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She has been based in Antibes for over 10 years, and has been visiting the C\u00f4te d\u2019Azur since she was a student. As a celebrity journalist for international magazines, she has watched hundreds of movies at the Cannes Film Festival, interviewed stars at Hotel du Cap-Eden-Roc and watched the Monaco Grand Prix from all the key angles. Jenni has also lived in South Africa, London and Australia... and co-wrote The Expat Confessions. She is happiest paddle boarding on the Med with her 3 daughters, or sipping rooibos in the African bush. 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