‘No Sweet Tooth' Japan Rejected This Chocolate. Then Students Began Buying It — Not To Eat But...

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9 hours ago

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For Japanese people, KitKat became a lucky charm as its name sounded like Kitto Katsu, a phrase meaning "you will surely succeed".
KitKat may be a global favourite, enjoyed in over 100 countries, but in Japan, it carries a story like no other. When the product first arrived in 1973, it was simply another sweet treat, and it was initially rejected by the locals, as 'the sweet taste didn't match Japanese preferences." Fast forward to today, and KitKat stands as one of Japan's top-selling chocolates. So, what changed? How did this simple candy bar transform into a national treasure? Let's find out
On his Instagram page, a Japanese entrepreneur shared, 'In 1973, a British chocolate bar arrived in Japan. Nobody cared. Sales were terrible. The taste was too sweet for Japanese preferences, and for decades, it was just another forgettable foreign snack. But then, something magical happened. In the early 2000s, students in southern Japan began buying KitKats, not to eat, but to carry as lucky charms before exams. Why? Because KitKat sounds almost identical to Kitto Katsu in Japanese, which means 'you will definitely win'."
The company noticed sales skyrocketing every January during exam season. And instead of brushing it off, they embraced the trend. They partnered with Japan Post so parents could mail KitKats to their kids with handwritten messages of encouragement.
Then came the flavours: strawberry from Hokkaido, wasabi from Shizuoka, purple sweet potato from Kyushu, over 450 unique varieties found nowhere else in the world.
In Japan, students now often carry KitKats to exams as a lucky charm, while travellers hunt for rare, region-exclusive flavours. In Tokyo, luxury editions wrapped in gold are sold at premium prices. KitKat's success lies in how the brand embraced local habits rather than changing them. By supporting and expanding the ways people were already enjoying the chocolate, KitKat seamlessly became a part of Japanese culture.
Reacting to the post, a user wrote, 'This is a classic example of 'keeping your eyes and ears open, and being flexible with your approaches'."
Another shared, 'The matcha flavour is the bomb."
'How interesting," a comment read.
An individual stated, 'Observe and amplify what your customer needs."
One more added, 'Interesting. I always wondered why there are so many choices in Japan. Liked the Sakura sake flavoured."
A Market Leader Among Giants
KitKat now holds over 6% of Japan's sweets market, an impressive feat for a foreign brand competing against long-standing local giants like Meiji. A major turning point came when renowned pastry chef Yasumasa Takagi was brought on to create premium versions of KitKat. His exclusive KitKat Chocolatory boutiques became an instant hit, generating more than 2 billion yen from just 1 million customers. Today, nearly 5 million KitKats are sold in Japan every single day
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