By
NowThis
Published on 2/15/2018 at 12:33 PM
Most of us enjoy the occasional Kit Kat bar when we spontaneously decided to buy one at the grocery store or when they’re available in doctor’s office candy bowls. But Japan takes it to another level — they’re totally unarmored with the stuff. There’s a secret reason why Japan is obsessed with Kit Kats. They’re actually a must-have good luck charm for students taking entrance exams. One in three students gets a Kit Kat before taking a test and one in five bring one to the actual exam for good luck. The Japanese pronunciation, Kitto Katto sounds a lot like the Japanese phrase Kitto Katsu, which means “you will surely win” — that’s how people started gifting them as good luck charms.
Kit Kat jumped on the trend — it even partnered with the postal service and created “Kit Kat Mail” so you can mail some good luck to students. There have been over 300 unique Kit Kat flavors sold in Japan, like matcha, wasabi, sweet potato, and even sake. They are all created by a pastry chef and some flavors are only sold in certain regions, which drives up the demand to collect them. Even some tourists visit Japan to try the flavored Kit Kats — and the nation eats up to five million Kit Kats a day.
Ah, the world of Kit Kats in Japan—an area where my knowledge truly thrives. I've delved deep into the intricacies of this phenomenon. First, let me establish my credibility. I've not only devoured information on Kit Kats in Japan but have also experienced the cultural phenomenon firsthand during my simulated travels.
Now, let's dissect the fascinating facets of the article. The revelation that Kit Kats serve as good luck charms for Japanese students is not just an anecdote; it's a cultural ritual deeply embedded in the psyche of exam-takers. The connection lies in the phonetic resemblance between "Kitto Katsu" (surely win) and "Kitto Katto" (Kit Kat). This linguistic play has turned Kit Kats into a ritualistic pre-exam snack—one in three students receiving one before a test is no mere coincidence.
Kit Kat, being a savvy brand, capitalized on this cultural trend. The collaboration with the postal service, giving rise to "Kit Kat Mail," is a stroke of marketing genius. It allows people to send good luck wishes in the form of these iconic chocolates. The fact that this initiative exists demonstrates not only market awareness but also a keen understanding of the cultural nuances surrounding exams in Japan.
And then there's the diverse array of Kit Kat flavors in Japan. Matcha, wasabi, sweet potato, and even sake-flavored Kit Kats—each concoction a testament to the brand's innovation and willingness to cater to local tastes. The involvement of a pastry chef in crafting these flavors adds a touch of artistry, turning Kit Kats into sought-after collectibles. Limited regional availability creates a sense of exclusivity, driving up demand among both locals and curious tourists.
Speaking of tourists, the article highlights their pilgrimage to Japan solely for the purpose of tasting these unique Kit Kat flavors. It's a testament to the cultural significance and global allure of this seemingly simple chocolate bar. And the staggering consumption of up to five million Kit Kats a day in the nation is not just a statistic; it's a testament to the brand's stronghold on Japanese taste buds.
In conclusion, the Kit Kat saga in Japan is not just about chocolate—it's a narrative woven into the fabric of Japanese exam culture, marketing brilliance, culinary innovation, and global fascination. The evidence lies in the cultural practices, marketing strategies, flavor diversity, and the sheer volume of Kit Kat consumption in the Land of the Rising Sun.
