Sōta Koyurugi is the son of a baker who owns a cake shop. While a high school student, he fell in love with Saeko Takahashi, the most popular and beautiful girl in school and one year his senior. Saeko only dates handsome men with power, position and popularity in their school, so, being a rather quiet and pale in comparison boy, he chased after her from afar like a butterfly. He confesses to her one Christmas after she broke up with her boyfriend and they begin their relationship. Saeko has burning a passion for chocolate and gives a box of famous French chocolates to Sota. Thus he decides to learn how to make smooth and delicious chocolate especially for her. However, the day before Valentine's Day, she refuses his box of home-made chocolates, saying that she has reconciled with her boyfriend and that they are now together once more. Heavy-hearted, Sota asks Saeko to get rid of his chocolate for him, since it is painful to throw away something he made for someone special, to which she agrees and bids him farewell on a snowy evening. After the loss, Sota travels to France to be employed by a renowned brand of chocolate and continues chasing his "fairy". Five years later he returns to Japan, now having made a name for himself as a "Chocolate Prince", he takes over his family business and transforms it into an elegant chocolate shop. Saeko visits him again and he is determined to pursue her for many years to come, irrespective of her cool and superficial marriage to a powerful man and many opinions from his peers and coworkers about his obsession and whether Saeko is, indeed, just playing around with Sota.
Olivier Tréluyer is the son of the owner of Patisserie Tréluyer, a famous long-established store in France. He is Sōta's good friend and is a member of the staff at Choco La Vie.
Makoto Koyurugi is Sōta Koyurugi's and Matsuri Koyurugi's father, and he is the original owner of his son's store. He used to sell pastries in his store Tokio, but after Sōta returns from France to Japan, he gives him all the support by allowing him to redesign the store Tokio into Choco La Vie.
Shitsuren Chocolatier manga sold around 2.7 million copies. In 2008, Setona Mizushiro started to release in Rinka magazine, and then moved to Monthly Flowers. It is published in French by Kaze Manga and in Taiwan by Ever Glory Publishing. The series ended after nine volumes.