Tracked down the delectable snack highlighted by Tsubaki and survived the lunch-time bread queue where I nearly got crushed in the sudden surge of office workers, Japanese housewives and junior college students who stampeded for the front when the chocolate wazzles came out. They are delicious BTW.
Definitely has to be eaten from the bottom (fat) end. When I tried eating my cream coronet from the top, the cream got squeezed out pretty quickly and I had to do it Kona-style, i.e. flip it upside down, lick the excess off and flip it back, repeat. No more such hassle for the chocolate coronet, eating it in a spiral, following the swirl of the bread itself gave a nice balance of bread and surprisingly rich, buttery and smooth chocolate filling.
EDIT: Gah, I spelt it wrong in the post title! orz
