Kit Kats in Japan

File:キットカットに受験生向けメッセージ刻んであるんだが、なんかキツい (8358321632).jpg

Kit Kats were introduced to Japan in 1973 when British confectioner Rowntree's made an agreement with Japanese confectioner and restaurant owner {{lang|ja-Latn|Fujiya|italic=no}}.{{cite web|last1=Demetriou|first1=Danielle|title=How the KitKat became a phenomenon in Japan|url=https://www.telegraph.co.uk/food-and-drink/features/how-the-kitkat-became-a-phenomenon-in-japan/|website=Telegraph.co.uk|access-date=10 February 2016|archive-url=https://web.archive.org/web/20151214022458/http://www.telegraph.co.uk/food-and-drink/features/how-the-kitkat-became-a-phenomenon-in-japan/|archive-date=14 December 2015|date=12 December 2015 |url-status=live}} In 2014, they were the top-selling confection in the country. The Kit Kat brand took the number one sales position from Meiji chocolate in 2012, though Meiji remains the leading confection company in Japan overall.

In 2004, the green tea flavor was introduced.{{cite web|url=https://money.cnn.com/2017/07/26/news/companies/flavored-kitkat-japan-nestle/index.html?sr=twmoney072617flavored-kitkat-japan-nestle1210PMVODtopLink&linkId=40208435|title=Nestlé is building a factory just for flavored KitKats|last=Iyengar|first=Rishi|date=26 July 2017|website=CNN|access-date=26 July 2017}} Since then, the product has been sold in more than 300 seasonal and regional flavors. The top-selling flavor of the candy bar in 2010 was soy sauce. Nestlé attributes the success of the flavor varieties to the tradition of {{lang|ja-Latn|omiyage}}, in which regional specialties are brought back for family and co-workers from trips away.{{cite news|title=Nestle Japan strikes gold Kit Kat in single fingered salute to itself|url=https://www.theguardian.com/world/2015/nov/20/nestle-japan-strikes-gold-kitkat-in-single-fingered-salute-to-itself|website=Guardian|date=20 November 2015 |access-date=10 February 2016|archive-url=https://web.archive.org/web/20160120170401/http://www.theguardian.com/world/2015/nov/20/nestle-japan-strikes-gold-kitkat-in-single-fingered-salute-to-itself|archive-date=20 January 2016 |url-status=live}} The company believes the limited-edition seasonal models create a "scarcity and rarity of value" for customers.{{cite news|url=http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=51525533&site=ehost-live|title=Break me off a piece of that soy-sauce bar|date=14 June 2010|publisher=Advertising Age|issue=24|last1=Madden|first1=Normandy|access-date=10 February 2016}}{{subscription required|via=ebsco.com EBSCO]'s Academic Search Complete}}

The business model was created to solve a problem the company found in Japanese convenience stores, which frequently rotated items and flavors off of shelves. By producing smaller runs of flavors, the company was better able to control its production costs. It was also economically viable in Japan because there is no initial product fee for listing new products in Japanese convenience stores.

Kit Kats in Japan are produced at Nestlé-owned factories in {{lang|ja-Latn|Himeji|italic=no}} and {{lang|ja-Latn|Kasumigaura|italic=no}}. The milk chocolate used for Kit Kats is made from whole-milk powder; Nestlé buys most of its cacao beans from West Africa.{{citation |last=Rao |first= Tejal |title=Big in Japan: the story of how Kit Kats became a booming business from Hokkaido to Tokyo and changed expectations about what a candy bar could be. | newspaper=The New York Times |date=October 24, 2018|url=https://www.nytimes.com/interactive/2018/10/24/magazine/candy-kit-kat-japan.html}}

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Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with {{lang|ja-Latn|"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.{{cite journal|last1=Vaidyanathan|first1=Rajiv|last2=Aggarwal|first2=Praveen|title=A Typology of Superstitious Behaviors: Implications for Marketing and Public Policy.|journal=Advances in Consumer Research – Latin American Conference Proceedings|date=2008|volume=2|pages=147–149|url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=36211070&site=ehost-live|access-date=10 February 2016|postscript={{subscription required|via=ebsco.com EBSCO]'s Academic Search Complete}}}}{{cite news|last1=Ryall|first1=Julien|title=Exam fever gives Japan a craving for Kit Kat|url=https://www.telegraph.co.uk/news/worldnews/asia/japan/1482614/Exam-fever-gives-Japan-a-craving-for-Kit-Kat.html|access-date=10 February 2016|agency=The Telegraph|date=2 February 2005|archive-url=https://web.archive.org/web/20160107073246/http://www.telegraph.co.uk/news/worldnews/asia/japan/1482614/Exam-fever-gives-Japan-a-craving-for-Kit-Kat.html|archive-date=7 January 2016}} Kit Kat's "Lucky Charm" advertising campaign in Japan won the Asian Brand Marketing Effectiveness Award in 2005.{{cite journal|title=Media: Asia's Media & Marketing Newspaper|journal=Media: Asia's Media & Marketing Newspaper|date=15 July 2005|page=39|url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=17829957&site=ehost-live|access-date=10 February 2016|publisher=Haymarket Business Publications Ltd|issn=1562-1138|postscript={{subscription required|via=ebsco.com EBSCO]'s Academic Search Complete}}}}

Nestlé and the Japan Post launched a campaign in 2009, allowing people to write messages and mail the chocolate bars from 20,000 post offices. The special packages included a space to write a message of encouragement and affix a stamp. The promotional packages were sold out within a month.{{cite journal|last1=Saven|first1=Mandy|title=Hitting close to home: how a local identity enhances the packaging solution.|journal=Brand Packaging|date=1 October 2010|publisher=BNP Media|url-access= |access-date= February 10, 2016 |url= https://www.highbeam.com/doc/1G1-245113679.html|archive-url= https://web.archive.org/web/20160504173129/https://www.highbeam.com/doc/1G1-245113679.html|url-status= dead|archive-date= 4 May 2016}} The campaign won the Media Grand Prix in 2010's Cannes Lions International Advertising Festival.

File:Kit Kat Strawberry with packaging.jpg

The Kit Kat Chocolatory, with recipes designed by chef {{lang|ja-Latn|Yasumasa Takagi|italic=no}}, opened in 2014, and had expanded to seven branches by 2015. The company claims it has served more than 1 million customers and earned more than 2 billion yen. These shops sell high-end Kit Kat products such as raspberry-infused dark chocolate, orange-chocolate rum, cherry blossom and green tea. A variety of {{lang|ja-Latn|Takagi|italic=no}}'s flavors have been introduced as seasonal products, including flavors such as plum, passion fruit, chilli, ginger and kinako soybean powder. In 2016, Nestlé introduced a {{lang|ja-Latn|sake}} Kit Kat, which combines {{lang|ja-Latn|sake}} powder with white chocolate.{{cite web|last1=McGee|first1=Oona|title=Sake-flavored KitKat|url=http://www.japantoday.com/category/new-products/view/sake-flavored-kitkat|website=Japan Today|date=5 February 2016 |access-date=15 March 2016}}

Some varieties are restricted to a specific region associated with that particular bar. Others are limited-run varieties, with excess supply saved for year-end "happy bag" specials. In 2015, 500 single-finger bitter chocolate bars were sold with gold leaf wrapping for about $16 in high-end retail shops.

Notable varieties include {{lang|ja-Latn|adzuki}} (red bean),{{cite web|url=http://www.avclub.com/article/japanese-kitkats-ii-23642|title=Japanese KitKats II|website=www.avclub.com|date=10 February 2009 |access-date=2016-03-13}} {{lang|ja-Latn|beni imo}} (purple sweet potato), brown sugar syrup, {{lang|ja-Latn|matcha}} (green tea),{{cite web|url=http://www.avclub.com/article/taste-test-japanese-kitkats-2296|title=Taste Test: Japanese KitKats|website=www.avclub.com|date=12 May 2008 |access-date=2016-03-13}} and soy sauce.{{cite web|last1=Neary|first1=Lynn|title=Kit Kat Kaleidoscope: Far-Out Flavors From Japan|url=https://www.npr.org/templates/story/story.php?storyId=126515207|website=NPR news|publisher=National Public Radio|access-date=10 February 2016|date=14 May 2010}}

The cafe shop Pronto has introduced croissants incorporating Kit Kats. Pizza chains Napoli {{lang|ja-Latn|no Kama|italic=no}} and Strawberry Cones introduced dessert pizzas with bakeable Kit Kat toppings in March 2014.{{citation needed|date=March 2020}}

In October 2018, Nestle opened a Kit Kat store at Namba Station in Osaka.

{{columns-list|colwidth=15em|

• Apple
• {{lang|ja-Latn|Amazake}}{{cite web|url=https://shop.whiterabbitjapan.com/products/kitkat-amazake|title=Kit Kat Mini Amazake Flavor – White Rabbit Japan|website=whiterabbitjapan.com|access-date=2018-05-25|archive-date=2018-05-25|archive-url=https://web.archive.org/web/20180525062755/https://shop.whiterabbitjapan.com/products/kitkat-amazake|url-status=dead}}
• Bakeable custard{{cite web|last1=Harris|first1=Jenn|title=Japan to get new Kit Kats you can heat, and we want them|url=http://www.latimes.com/food/dailydish/la-dd-japan-bake-kit-kat-20140314-story.html|website=Los Angeles Times|access-date=10 February 2016|archive-url=https://web.archive.org/web/20140917011207/http://www.latimes.com/food/dailydish/la-dd-japan-bake-kit-kat-20140314-story.html|archive-date=17 September 2014|date=14 March 2014}}
• Baked potato
• Banana
• Black tea
• Blueberry cheesecake
• Brown sugar syrup
• Butter{{cite web|url=https://soranews24.com/2015/02/25/butter-flavored-kit-kats-come-to-japan-as-new-specialty-store-opens-in-hokkaido/|title=Butter-flavored Kit Kats come to Japan as new specialty store opens in Hokkaido|website=www.soranews24.com|date=24 February 2015 |access-date=2018-05-13}}
• Café au lait
• Cantaloupe
• Cappuccino
• Caramel macchiato McFlurry
• Cherry
• Cherry blossom green tea latte
• Cherry blossom {{lang|ja-Latn|mochi}}
• Chestnut
• Chocobanana
• Cinnamon cookie
• Citrus golden blend
• Corn
• Cough Drop{{cite web|last1=McGee|first1=Oona|title=Now you can buy cough-drop flavoured Kit Kats in Japan|url=http://en.rocketnews24.com/2017/08/22/now-you-can-buy-cough-drop-flavoured-kit-kats-in-japan/|website=SoraNews24|publisher=Rocket News|access-date=22 August 2017|date=22 August 2017}}
• Crème brûlée
• Double cookie
• {{lang|ja-Latn|Edamame}}
• European cheese{{cite web|url=http://www.avclub.com/article/kit-kat-european-cheese-rilakkuma-hotcake-strawber-71456|title=Kit Kat: European Cheese, Rilakkuma Hotcake, Strawberry Cheesecake, and Sakura Maccha Latte|date=26 March 2012|website=AV Club|last1=Modell|first1=Josh|access-date=10 February 2016|archive-url=https://web.archive.org/web/20150907070804/http://www.avclub.com/article/kit-kat-european-cheese-rilakkuma-hotcake-strawber-71456|archive-date=7 September 2015}}
• Exotic Tokyo
• Fruit parfait
• Ginger ale
• Golden citrus
• Green bean
• {{lang|ja-Latn|Hōjicha}}
• {{lang|ja-Latn|Hokkaido|italic=no}} cheese and chocolate
• {{lang|ja-Latn|Hokkaido|italic=no}} melon with mascarpone cheese{{Cite news|url=http://en.rocketnews24.com/2016/04/27/special-melon-and-cheese-flavored-kit-kat-now-available-but-only-at-select-airports/|title=Special melon and cheese-flavored Kit Kat now available, but only at selected airports!|publisher=RocketNews24|author=Kay|date=27 April 2016|access-date=22 February 2017}}
• {{lang|ja-Latn|Hokkaido|italic=no}} roasted corn
• Hot Japanese chili
• {{lang|ja-Latn|Kinako|italic=no}}
• {{lang|ja-Latn|Kobe|italic=no}} pudding
• {{lang|ja-Latn|Kuchidoke kakao}}
• Lemon cheesecake{{Cite news|url=http://news.bbc.co.uk/2/hi/asia-pacific/4230471.stm|title=Japan snaps up 'lucky' Kit Kats|date=2005-02-02|newspaper=BBC|access-date=2016-03-13}}
• Maple
• Melon and cheese{{Cite news|url=http://en.rocketnews24.com/2016/04/27/special-melon-and-cheese-flavored-kit-kat-now-available-but-only-at-select-airports/|title=Special melon and cheese-flavored Kit Kat now available, but only at selected airports!|date=2016-04-27|work=SoraNews24|access-date=2018-03-09}}
• Miso soup
• Muscat of Alexandria
• Okinawa sweet potato
• Oreo ice cream{{Citation needed|date=October 2019}}
• Pear
• Pumpkin{{Citation needed|date=July 2019}}
• {{lang|ja-Latn|Ramune}} soda
• Raspberry passionfruit
• Red potato
• {{lang|ja-Latn|Rilakkuma|italic=no}} hotcake
• Rock salt
• Royal milk tea{{cite web|last1=Courtland|first1=Emma|title=Top 10 Kit Kat Flavors You've Probably Never Tried |url=http://www.laweekly.com/restaurants/top-10-kit-kat-flavors-youve-probably-never-tried-2378278|website=LA Weekly|date=17 March 2010 |access-date=15 March 2016}}
• Ruby chocolate{{cite web|url=https://www.nestle.jp/brand/kit/product//|title=Nestlé Kit Kat Japan Product|access-date=2019-04-14|archive-date=2018-10-30|archive-url=https://web.archive.org/web/20181030062736/https://nestle.jp/brand/kit/product/|url-status=dead}}
• {{lang|ja-Latn|Sake}}
• Sakura and Soybean Powder
• Salt and caramel
• {{lang|ja-Latn|Shikuwasa}}{{Cite news|url=http://en.rocketnews24.com/2016/06/10/okinawan-citrus-is-the-latest-addition-to-kit-kats-awesome-only-in-japan-lineup/|title=Okinawan citrus is the latest addition to Kit Kat's awesome only-in-Japan lineup|publisher=RocketNews24|author=Casey Baseel|date=10 April 2016|access-date=22 February 2017}}
• {{lang|ja-Latn|Shinshu|italic=no}} apple
• Soy flour
• Soy sauce
• Strawberry
• Strawberry cheesecake
• Sweet pudding
• Tokyo Banana{{cite web|last1=Murai|first1=Shusuke|title=Japan-only Kit Kat varieties a draw as tourists spend more|url=https://www.japantimes.co.jp/news/2018/01/04/business/japan-kit-kat-varieties-draw-tourists-spend/#.WlCXId-nGUl|website=The Japan Times Online|publisher=The Japan Times|access-date=6 January 2018|date=4 January 2018}}
• Triple berry swirl
• Vegetable juice
• {{lang|ja-Latn|Wasabi}}
• Watermelon
• {{lang|ja-Latn|Yokohama|italic=no}} cheesecake
• {{lang|ja-Latn|Yūbari|italic=no}} melon
• Yuzu

}}

• Omiyage
• Meibutsu

{{Reflist|30em}}

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• {{Facebook|kitkat.japan|KitKat}}

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Category:Japanese brand foods

Category:Food and drink in Japan

Category:Japanese desserts and sweets

Category:Japanese confectionery

Category:Chocolate bars

Category:Nestlé brands