Glasweigens have been called upon to share their picks for the sweetest person they know, as the search for the city’s kindest characters gets underway.
The winner will receive the sweetest sleepover – a stay in a chocolate-drenched suite at The Social Hub Amsterdam (a sister hotel of The Social Hub Glasgow), created in partnership with Tony’s Chocolonely, where guests must be nominated rather than booking a room.
There will likely be no shortage of suggestions from Glasgow, which has been named the UK’s friendliest city by Condé Nast Traveller readers in both 2024 and 2025 – now it’s time to put that reputation to the test.
Influencers and The Social Hub Glasgow ambassadors Kevin and Kieran D’Arcy, known as the D’Arcy Twins, will take to the streets of the city centre on Saturday, handing out chocolate to passers-by who tell them who the sweetest person in their life is.
The competition has been launched two leading B Corp brands, The Social Hub and Tony’s Chocolonely, driven by a shared desire to do good and create a fairer and more inclusive world, have joined forces to create the chocolate-drenched room.
Tony’s Chocolonely wants to end exploitation in cocoa and has launched countless chocolate bars and flavours, but this is a first: now partnering with community-focused hospitality pioneer The Social Hub to create a one-of-a-kind chocolate-drenched suite featuring three chocolatey rooms and experiences.
To stay at the new chocolate-drenched pop-up suite at The Social Hub Amsterdam, guests can’t book or pay. They must be nominated as the world’s sweetest person – winning the sweetest sleepover of their life along with the person who put them forward. It’s all to show how our actions have an impact on others, both in how we show up in life and the chocolate we consume.
Trix van der Vleuten, Chief Marketing Officer at The Social Hub, said the idea was inspired by a belief that kindness deserves to be celebrated.
“The world feels increasingly divided,” she said. “We’re more digitally connected than ever, yet loneliness is rising. We wanted to come together with Tony’s to showcase that sweetness – simple, human kindness – matters more than ever, and that people can enjoy our products while positively impacting society.
“Doing good makes you feel good. So does eating chocolate that’s produced fairly, and so does spending time in a one-of-a-kind choco hotel room with someone else. Like Tony’s chocolate bars, this room is designed to be shared. We can’t wait to reveal it, as there’s truly never been anything else like this before.”
How it works: the kindness contest
People in the UK, the Netherlands and Germany can make nominations on The Social Hub’s Instagram channel, as well as Tony’s, from Thursday, March 5, with the contest closing a week later on Thursday, March 12. A winner from each country will be selected by a panel from The Social Hub and Tony’s Chocolonely. The room will be unveiled on Friday, March 20 and open for just ten days.
Fans in Amsterdam will also be able to experience this sensorial space first-hand on Sunday, March 29 from 1PM (pre-registration required via The Social Hub website).
What to expect
Inside the three-room suite, guests will find chocolate and messages of connection, kindness and inspiration in every corner. This includes mismatched furniture inspired by the design of Tony’s Chocolonely bars, indulgent chocolate room service, a curated playlist of music featuring artists from cocoa producing regions, and much more.
Guests will also leave with a shareable two-piece bar of chocolate, created especially for the occasion: one to keep and one they are asked to give away. The limited-edition flavour – available only in The Social Hub Amsterdam City pop-up – is inspired by connectivity: two layers of creamy white and milk chocolate with caramel and sea salt, an upgraded version of the Tony’s all-time favourite bar.
A wake up call
Amid the indulgence, guests will also receive what organisers describe as a literal morning hotel “wake-up call”, reminding them that disconnection and exploitation still exists across the West African cocoa supply chain. Tony’s is trying to break that disconnection, by working directly with 40,000 cocoa farmers and their families, paying them a higher long-term price to help them earn a living income – all while sharing its chocolate and its story with millions of choco fans around the world. After all, sweetness isn’t sweet if farmers aren’t paid fairly.
Sadira E. Furlow, Chief of Global Brand & Communications at Tony’s Chocolonely, added: “As an impact brand that makes chocolate we’re trying to end exploitation in cocoa, by showing chocolate can be made very differently. In taste and how we work with cocoa farmers. By launching the world’s sweetest hotel room at The Social Hub, we want to invite fans to indulge in our chocolate, connect with each other and celebrate the people who truly care about the impact their actions have on others.”
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Today, to launch the search, ‘Missing: the world’s sweetest person’ posters will appear across Amsterdam, Berlin and Glasgow, inviting the public to nominate someone they believe deserves the stay. Team members at The Social Hubs in these cities have been encouraged to surprise guests and members who demonstrate “sweetness” with a Tony’s chocolate treat, celebrating special moments of human kindness and connection.
Glaswegians can nominate the person you believe to be the world’s sweetest via Instagram and just maybe they could win the world’s sweetest sleepover.
