How Japanese Kit Kats Became A Good Luck Charm In Japan

You might know that Kit Kats are incredibly popular in Japan. But, have you ever wondered how or even why, exactly, a chocolate brand from England became so popular all the way across the waters in Japan?  Actually, in Japan, Kit Kats are actually known as a symbol of good luck. More specifically, a good luck charm for exam students.

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. In 2004, Kit Kat launched its ever-so-famous green tea flavored Kit Kat in Japan, and was soon followed by a batch of seasonal worker, regional, and limited-time flavors. In 2014, Kit Kat actually took the top sell sales position from Japan ’ s reigning count one confectionery company, Meiji .

thus then, how did Japan become the Kit Kat capital of the earth ? The chocolate sword has grown vastly popular in Japan due to Japan ’ randomness omiyage ( gift-giving ) polish, with the country being the brand ’ south biggest consumer in terms of both sales and profits. however, another main reason for it ’ mho popularity is in its serendipitous diagnose .
Kit Kat in Japanese is pronounce “ kitto katto ” which actually sounds very similar to the japanese phrase “ kitto katsu ”, which translates to “ you will surely win ”. The word “ kitto ” in japanese means “ surely or absolutely ”, and the news “ katsu ” means “ bind to win ”.

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due to Kit Kats closeness in sound to this popular phrase, the sword become synonymously associated with good luck. japanese parents would frequently gift Kit Kats to their children before a big quiz or examination as a good fortune spell, telling them that they will surely win and do well on their exams. Nestle has said that they much see their sales spike in January, when the japanese college capture exams are held. And most of the time, when students receive these Kit Kats, they aren ’ t to be eaten, but quite to have as an amulet for a successful examination period .

Kit Kat, as a trade name, decidedly took advantage of this lucky coincidence hopped on this tendency themselves, with their “ Lucky Charm ” advertising crusade winning the asian Brand Marketing Effectiveness Award in 2005. In 2009, Nestle launched a campaign with the Japan Post, where they sold especial Kit Kat packages that had a space to affix a stamp and write a message of boost to their friends and families that could be mailed from 20,000 post offices across Japan. This political campaign was thus successful that the promotional packages were sold out in a month. This campaign besides won them the Media Grand Prix in the 2010 Cannes Lions International Advertising Festival .

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presently, there are over 300 different Kit Kat flavors in Japan, all created by pastry chefs, with express handiness for seasonal delicacies, regional specialties and other limited time special flavors. Some popular and alone flavors include Strawberry Kit Kats, japanese Green Tea Kit Kats, Cherry Blossom flavored Kit Kats, and even Sake flavored Kit Kats. As most of these flavors are unique to Japan and arduous to find elsewhere, the Bokksu Marketplace is a great locate to check out if you ’ re looking to get your hands on particular and uniquely season Kit Kat bars. The Bokksu Marketplace offers a diverseness of Kit Kat flavors such as Hojicha Tea Otona no Amasa, Otona no Amasa Premium Mint, Yogurt Sake, Passion fruit, Green Tea, Peach Parfait, and many more. If you ’ re matter to you should decidedly try some of these flavors out yourself, or even hop on the japanese course, and send them to your friends and families as a good fortune charm !

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