Kit Kats in Japan facts for kids

A variety of special Japanese Kit Kat flavors on display in a store in Osaka, Japan.

Did you know that in Japan, there have been over 300 special Kit Kat flavors? These unique flavors are often only available for a short time or in certain parts of the country. Nestlé, the company that makes Kit Kats in Japan, even shared that Kit Kat was the best-selling candy in Japan from 2012 to 2014!

One reason for Kit Kat's popularity in Japan is a clever marketing trick. The name "Kit Kat" sounds a lot like the Japanese phrase Kitto Katsu (きっと勝つ), which means "You will surely win." Because of this, Kit Kats became a popular good luck charm for students taking important university exams. You could even mail them from post offices as a special message of encouragement!

How Kit Kats Became Popular in Japan

A Japanese Kit Kat with messages that say "As usual!" and "At your own pace!"

Kit Kats first arrived in Japan in 1973. This happened when a British candy company called Rowntree's made a deal with a Japanese company named Fujiya. By 2014, Kit Kats were the most popular candy in Japan. They even took the top sales spot from another big candy company, Meiji Chocolate, in 2012.

The Rise of Unique Flavors

In 2004, the first special flavor, green tea, was introduced. Since then, over 300 different flavors have been created! In 2010, one of the most surprising best-selling flavors was soy sauce.

Nestlé believes these many flavors are popular because of a Japanese tradition called omiyage. This is when people bring back special local foods or gifts for their family and co-workers after a trip. Having limited-edition flavors makes people want to buy them because they are rare and special.

Smart Business Choices

This idea of making many small batches of different flavors helped Nestlé. It solved a problem they found in Japanese convenience stores. These stores often change the products and flavors they sell. By making smaller amounts of each flavor, Nestlé could control how much it cost to make them. It also worked well in Japan because companies don't have to pay a fee to put new products on store shelves.

Kit Kats in Japan are made in Nestlé factories located in Himeji and Kasumigaura. The chocolate used for Kit Kats is made from whole-milk powder, and Nestlé gets most of its cacao beans from West Africa.

Kit Kat's Clever Marketing

A train car with Kit Kat logos in Japan

The marketing for Kit Kats in Japan got a big boost from the phrase Kitto Katsu, which means "You will surely win." Many people in Japan, especially students, connect Kit Kats with good luck. In 2005, Kit Kat's "Lucky Charm" advertising campaign even won an award!

Sending Sweet Messages

In 2009, Nestlé and Japan Post started a special campaign. People could buy Kit Kat bars at 20,000 post offices and mail them like postcards! These special packages had a space to write a message of encouragement and put a stamp on them. All the promotional packages sold out in just one month. This campaign was so successful that it won a major advertising award in 2010 at the Cannes Lions International Advertising Festival.

Amazing Kit Kat Varieties

A Japanese Strawberry Kit Kat bar.

In 2014, special Kit Kat Chocolatory shops opened, featuring recipes designed by chef Yasumasa Takagi. By 2015, there were seven of these shops. They sell fancy Kit Kat products like raspberry dark chocolate, orange-chocolate rum, cherry blossom, and green tea flavors. Chef Takagi has also created seasonal flavors such as plum, passion fruit, chili, ginger, and kinako soybean powder. In 2016, Nestlé even made a sake (Japanese rice wine) Kit Kat, which mixes sake powder with white chocolate.

Some Kit Kat flavors are only sold in specific regions of Japan. Others are limited-time varieties. Sometimes, extra limited-edition Kit Kats are saved for special "happy bag" sales at the end of the year. In 2015, 500 special bitter chocolate bars wrapped in gold leaf were sold for about $16 each in fancy stores!

Some of the most famous flavors include adzuki (red bean), beni imo (purple sweet potato), brown sugar syrup, matcha (green tea), and soy sauce.

Kit Kats have even been used in other foods! The cafe Pronto has made croissants with Kit Kats inside. In March 2014, pizza chains Napoli no Kama and Strawberry Cones introduced dessert pizzas with bakeable Kit Kat toppings. In October 2018, Nestlé opened a Kit Kat store at Namba Station in Osaka.

More Unique Kit Kat Flavors

Images for kids

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  A variety of special Japanese Kit Kat flavors on display in a store in Osaka, Japan.

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  A Japanese Kit Kat with messages that say "As usual!" and "At your own pace!"

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  A train car with Kit Kat logos in Japan.

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  A Japanese Strawberry Kit Kat bar.

See also

• Omiyage
• Meibutsu