Kit Kat bars are the ultimate symbols of good luck in Japan.
Parents and friends usually give them to students as a lucky charm during important tests, such as university entrance exams.
Additionally, it’s common to give out these flavored sweets during job interviews, seasonal celebrations, and Valentine’s Day.
This explains why almost 5 million Kit Kat bars are consumed every day in Japan—that’s a lot!
Because of the widespread popularity of these tasty treats, the country is considered the “Kit Kat Capital of the World.”
In this guide, we’ll discuss what candy bar is lucky in Japan and the reasons behind this belief.
Together, let’s explore the fun, interesting, and colorful world of Kit Kats!
Why Are Kit Kats Lucky in Japan?
Kit Kat is actually pronounced as “kitto katto” in Japan.
Coincidentally, this cute and catchy name sounds similar to the Japanese phrase “kitto katsu.”
The word “kitto” means surely or certainly, while “katsu” translates as bound to win.
When combined, this phrase tells people that they’ll surely win or succeed in the activity they’re doing.
A Good luck charm for Exams
The trend of using the chocolate bar Kit Kat as a good luck symbol first started with Japanese parents who gave these candy bars to children taking tests.
It served as a special way of reassuring them that they’ll surely pass the exams with flying colors.
As a result, sales of this treat usually skyrocket during the month of January.
This is around the time when 500,000 Japanese students take their university and school entrance exams each year.
Interestingly, students taking entrance exams usually don’t eat the Kit Kats they received.
Instead, they hold onto it as amulets and even take the bars with them to the exam room as they are considered lucky candy
Nestlé Lucky Charm Campaign
Soon enough, Nestlé, the owner of the Kit Kat brand, noticed the yearly spike in product sales and decided to encourage the sensation.
The company launched an effective “lucky charm” advertising campaign, which won the Asian Brand Marketing Effectiveness Award in 2005.
In 2009, Nestlé further ramped up their marketing efforts by partnering with Japan’s postal service.
They allowed customers to send “good omen” and “good luck” Kit Kat packages through 20,000 post offices all over Japan.
The special packages had a space to write encouraging messages and even a place for you to stick a stamp!
Overall, the campaign was a huge hit—the limited edition packages sold out in under a month.
This campaign led to Nestlé receiving yet another award: the Media Grand Prix at the 2010 Cannes Lions International Advertising Festival.
At one point, Kit Kat dethroned Japan’s number one confectionary company, Meiji, as the top-selling confectionery in the country.
Job Interviews
Japan is notorious for its highly dedicated and serious work culture.
Somehow, Kit Kat managed to establish itself in this market as well, with applicants receiving Kit Kats as a token of luck for job interviews.
Although this custom isn’t as popular as giving Kit Kats to exam takers, it helps keep sales steady throughout the year.
Kit Kats for Special Occasions
In addition to being gifts during exams and interviews, Kit Kat has further ingrained itself into Japanese culture by releasing exciting new flavors and designs for special occasions.
Japan is known for having so many unique flavors.
Kit kat flavors from the regular milk chocolate, green tea and dark chocolate.
To lesser known ones like passion fruit, purple sweet potato, soy sauce and even sake.
Check out these festive and creative Japanese Kit Kats for celebrations:
Sakura Cherry Blossom Kit Kat
Every year, Nestlé releases special Sakura Kit Kats to mark the beginning of the Cherry Blossom viewing season in Japan.
These chocolate bars come in lovely pink packaging featuring springtime in Tokyo.
Variations of these Kit Kats include the Sakura Japanese Sake flavor and the Sakura Mochi flavor.
Sakura Mochi Kit Kats have a sweet and creamy red bean flavor.
Meanwhile, Sake Kit Kats blend together the flavors of white chocolate, cherry blossom, and sake.
Banana Easter Egg Paint Kit Kat
As its name implies, these banana-flavored bars are created for Easter celebrations in Japan.
They utilize an environmentally friendly paper wrapper that allows kids to draw and color their own easter eggs.
Heartful Bear Kit Kat
Let’s not forget another popular chocolate-giving occasion in Japan—Valentine’s Day!
These exclusive Kit Kats feature chocolate teddy bears holding heart-shaped balloons.
Each balloon comes with a heartwarming message, such as “I love you,” “for you,” and “thanks.” How sweet!
Holiday Santa Kit Kat
These merry-looking Kit Kats are available alongside Kit Kat’s Christmas Advent Calendar.
They serve as the perfect Christmas gifts for family and friends during the holiday season and have festive promotional packages.
The advent calendar features a festive Santa Claus log house design.
Inside, you’ll find six assorted types of Kit Kat and a limited edition Holiday Santa key chain.
Japanese Omiyage Culture
Another popular custom in Japan is to give an “omiyage” or souvenir to your family and friends after a trip.
These souvenirs are usually snacks, such as—you guessed it, Kit Kats!
They’re a way of expressing good intentions towards the people you temporarily left for the journey.
Kit Kats are especially perfect for this tradition since there’s a unique Kit Kat flavor assigned to every region in Japan.
When it comes to regional specialties, Hiroshima has the Momiji Manju Kit Kat, Aichi Prefecture has the Azuki Bean Kit Kat, and Okinawa has the Sweet Potato Kit Kat.
These Kit Kat collaborations have become so popular that some tourists travel to Japan just to get a taste of rare flavors!
Here are some of Kit Kat’s best-selling flavors found exclusively in Japan:
Matcha Green Tea
Peach Parfait
Banana Caramel
Strawberry Cheesecake
Lemon Crisp
Coffee Break
Ocean Salt
Wrapping Up
So, there you have it!
When asked what candy bar Is considered good luck in Japan, you now know.
Kit Kat bars are the ultimate symbols of good luck here.
Indeed, Nestlé has accomplished a fantastic feat in linking the Kit Kat candy bar with Japan’s beloved customs and traditions.
With new and exciting flavors for every region, season, and occasion, fans of this world-renowned chocolate brand will always want more.
The next time you have an exam, job interview, or long trip in your schedule, why not grab a Kit Kat bar for some luck?
You might be surprised at the amount of good fortune that this sweet little treat can bring.
