The Japanese KitKat obsession…and 300 great reasons to learn more (2024)

FAQs

Why is Japan so obsessed with KitKat? ›

Marketing. Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with "Kitto Katsu", a phrase meaning "You will surely win" in Japanese. Some market research has shown that the brand is strongly correlated to good luck charms, particularly among students ahead of exams.

This name closely resembles the phrase kitto katsutoo (きっと勝つとぉ), meaning 'you shall surely win'. In Japanese, kitto mean 'surely' or 'certainly' and katsu means 'to win'. For this reason, Kit-Kats are given to students not just as treats, but as good luck charms before important exams.

KitKat is often given as a gift to students before exams, as “Kitto Katsu,” which translates to “You will surely win,” is a popular expression in Japan. In addition, the chocolate snack is also associated with good luck, making it a popular gift for various occasions, such as weddings and new year celebrations.

Kit Kat might not have a particular Japanese meaning, but its Japanese pronunciation kitto katto sounds a lot like “kitto katsu,” a phrase that means “you're definitely going to win” in English. Because of that, Japanese Kit Kats are often gifted to students during exam season as a token of good luck.

The prices are indicative of this: a single, regular-sized Kit Kat bar costs 324 yen, while a box of 4 mini Kit Kats costs 432 yen.

The KIT KAT® candy bar dates back to 1935 when the wafer crisp chocolate bar was launched in England. Originally, it was known as “Rowntree's Chocolate Crisp,” but in 1937 the candy bar was renamed as "KIT KAT® Chocolate Crisp".

In 1935, a heartwarming treat named "Rowntree's Chocolate Crisp" hit the shelves in stores around the United Kingdom. This delectable snack consisted of layers of wafer cake, covered in creamy milk chocolate. Fast forward to now, and we all know and love it as Nestle KitKat.

What makes Kitkat chocolate so special? It is a four fingered wafer bar covered in milk chocolate. It was created by Rowntrees of York and is now sold worldwide. The most special thing about KitKat is it's creative design.

THE WRAPPER WAS BLUE FOR FIVE YEARS.

During World War II, a shortage of milk forced Rowntree's to switch from milk chocolate to dark chocolate in its Kit Kat bars. To signify the change, the company changed the wrapper from red to blue and dropped “Chocolate Crisp” from its title.

Was Kit Kat invented in Japan? ›

The origins of what is now known as the Kit Kat brand go back to 1911, when Rowntree's, a confectionery company based in York, England, trademarked the terms Kit Cat and Kit Kat.

First off, they have the best texture. On the outside, a KitKat has a smooth and silky layer of chocolate that just effortlessly dissolves onto your taste buds. Then once you get further into this delicacy, you will hit three soft yet crunchy wafers that will bless your tongue with satisfaction until you need more.

Since Kit Kat has layers of milky chocolate, it is high in calories and sugar content and should be eaten in moderation. Else, it may cause dental caries.

(Nestlé's website, too, is more forthcoming about the origin of the name Kit Kat, explaining that it was derived from the nickname of a man named Christopher Catling, or “Kit Cat,” who started “an 18th century Whig literary club.”)

Japanese Innovation and Regional Flavors

The turning point for Kit Kats in Japan came in the early 2000s when the brand introduced the now-famous matcha green tea flavor. This breakthrough flavor marked the beginning of Kit Kats' transformation into a cultural phenomenon in the country.

Kit Kats were initially introduced to Japan in 1973, over 50 years after they were first invented in England by British confectioner Rowntree. Present-day, Kit Kat is owned by Nestle.

This tradition began in 1958, when a Japanese chocolate company proclaimed Valentine's Day "a day for girls to give guys chocolate and tell them that they love them." Today, women often give chocolate not only to the object of their affection, but also to their boss and colleagues at work.

Is KitKat Japan halal or Vegetarian-friendly? Japanese Kit Kats are generally suitable for consumption by vegetarians and halal dieters. While some flavors may contain additional ingredients, the base ingredients do not include animal-derived products. Discover why Kit Kat has become a cultural phenomenon in Japan.