Croatian Learning Community and Resources

Building a Museum of Sweet Memories : A Conversation with Ružica Božić Cerovac

In the heart of Zagreb, where history and contemporary culture intertwine, one museum tells a story that is both deeply personal and universally sweet. The Chocolate Museum Zagreb is not just a place dedicated to cocoa and confections, but a space of memory, emotion, and experience. Behind this unique concept stands Ružica Božić Cerovac, the museum’s director and co-founder, whose vision transformed a family conversation into one of the city’s most charming cultural attractions.
Driven by the belief that a museum should be felt, tasted, and lived, and not just observed, Ružica created a space where visitors journey through centuries of chocolate history while reconnecting with their own childhood memories. In this interview, she reflects on how a simple remark from her daughter sparked an entrepreneurial leap, the challenges of building a private museum in Croatia, and how chocolate became a bridge between global heritage and Croatian identity.

Can you tell us how the idea of founding the Chocolate Museum in Zagreb came about?
The idea came quite unexpectedly- in the car, on the way back from a family trip around Europe. As always, we asked the children what they liked most and least about the trip. And then our daughter, without hesitation, said that the worst part for her was the chocolate museum we had visited.
That caught us off guard. How can a chocolate museum be a disappointment? That very sentence triggered an avalanche of ideas. We started talking about what had been missing- emotion, interaction, experience. During that drive, we practically began building the concept of our future museum.
The children were thinking from the perspective of experience- “you have to feel something, taste something, experience it”- while we were thinking about education, structure, and the sustainability of the project. And it was precisely from that combination that the core idea of the Chocolate Museum Zagreb was born – a museum that would not only be informative, but alive.


What personally connects you to chocolate?
First and foremost- emotion. Chocolate is something we associate with comfort, reward, childhood, love. But what personally captivated me was its story. When I began researching more seriously, I realized that chocolate has an incredibly rich history- from the sacred drink of ancient civilizations to an industrial product that changed the world.
The more I learned, the more certain I became that there is much more behind chocolate than just a sweet taste.


What challenges did you face, and how long did the process take?
From the idea in the car to the opening, about two years of intensive work passed. The biggest challenge was turning the idea into a sustainable, serious project. A private museum in Croatia is not a simple undertaking. We had to find a space, design the exhibition, collect exhibits, develop the brand, and at the same time bear the financial risk. There were moments of uncertainty, but I never doubted the idea itself. I knew that if we created the museum the way we had envisioned it, people would recognize it.


How was the museum concept designed?
The concept grew directly out of that child’s criticism- that a museum must be an experience.
Visitors go on a chronological journey- from the Maya and Aztecs, through European royal courts and the Industrial Revolution, to modern production. But not just visually. In the museum, you taste, smell, read, watch, and feel. I wanted people to leave with the feeling that they had walked through a story- not just through a space.


Which exhibit is the most special to you?
It’s very hard to single out just one, perhaps even impossible. For most of the items we own, I remember the exact moment I found and purchased them. Some are particularly valuable, others personally important to me. I am especially fond of old wrappers and packaging from Croatian manufacturers. When I see someone pause, smile, and say, “I remember this! I got this as a child,” I know we have done a good job. These are all small pieces of personal history.


How did you design the tasting experience?
The tasting was conceived as a continuation of the story. The samples are arranged to follow the development of chocolate- from its bitter beginnings to today’s variations. We wanted people to understand the differences, but also to become aware of how the flavor has evolved over the centuries. It’s not just tasting- it’s an educational experience.


How do you connect chocolate with Croatian tradition?
It is important for us to show that chocolate is not only a global story, but also part of Croatian history and identity. It arrived in our region through the Central European cultural sphere during the Austro-Hungarian period, and at the beginning of the 20th century a domestic industry developed. With the founding of the factory that would later become Kraš (1911), and the development of Zvečevo, chocolate became part of our industrial and social history.
In the museum, we therefore connect the global story of cocoa with Croatian brands, old packaging, and advertisements. When visitors recognize wrappers from their childhood, they realize that chocolate is not just a treat- but part of our family traditions and collective memory.


What are the reactions of foreign visitors?
Foreign visitors often say they did not expect such a modern and emotional museum. Many come on the recommendation of friends who returned home and shared their experiences.Local visitors react differently- nostalgia awakens in them. It is a special, quiet emotion.But what everyone has in common is a smile on their way out.

What are the plans for expansion?
We are constantly thinking about developing additional content- workshops, educational programs. We also have our traveling exhibition, which has already visited several locations across Croatia.
Expansion abroad is also possible through franchising. We are actively seeking partners for expansion within the EU.


Your favorite chocolate?
It depends on my mood. Chocolate is not just a percentage of cocoa solids; it can be a true bouquet of flavors. When it comes to dark chocolate, I exclusively choose single-origin chocolates- it is fascinating to study their notes and depth. Each one tells its own story.
If I crave something sweet and want a dessert, then milk or white chocolate with a touch of sour fruit is my favorite choice.


Your favorite moment since the opening?
Opening day was powerful. But also the day we moved to a new location in 2025. After five years of existence, we moved into a new space that allowed us to grow in multiple directions.
I feel particular happiness when I see families who have traveled to Zagreb and chosen to visit our museum as part of an experience they will carry with them forever. That is why we embarked on this project.

Do you have a message to young people?
Don’t wait for perfect conditions. An idea will never be “completely safe.” If you believe in something- work on it. Learn. Be ready to take risks. And be persistent.


What about the future of the museum?
I see it as a strong cultural-tourism brand of Zagreb. As a place where education and emotion meet. I want it to grow, but to remain warm and personal.


What's your favorite European chocolate destination?
Brussels particularly inspires me. There you can truly feel how chocolate can be part of a national identity. That is the level of authenticity we strive for as well- but with a Croatian signature.