Did you know that 700 Kit Kat fingers are reportedly consumed every second?
When you hear the word "Kit Kat", lots of people would imagine "Japan" not UK. In fact, Japan consumes around 5 million Kit Kats per day, and many tourists will purchase special Kit Kat such as Match Flavor Kit Kat. But why did it become so famous in Japan? What is the secret behind its success story? Today, I want to talk about three unknown facts about Kit Kats in Japan.
1. Limited Flavors to the Region
You may wander how many kinds of flavors are there on the earth? My answer is that "countless" flavors are exist. Even in Japan, each of the area has its own unique flavor using famous ingredients there. The below is limited flavors to each region in Japan according to the official website!
(Source: ネスレキットカットご当地お土産シリーズ, https://nestle.jp/brand/kit/gotouchi/)
Tochio Tome (Tochigi Prefecture), Rum Raisins (Tokyo), Strawberry Cheesecake taste (Yokohama), Sake Mitsuru Izumi (Nationwide), Sake (Nationwide), Strawberry cheesecake (Nationwide)
Tokyo Banana (Tokyo), Tamaruya Main Store Wasabi (Shizuoka Prefecture, Kanto Area), Shinshu apple (Sinsyu Area), Azuki sandwich (Tokai, Hokuriku Areas), Ito Kyuemon Matcha (Kyoto)
Ito Kyuemon Matcha (Kyoto), Ito Hisayon Hojima (Kyoto) Kobe Pudding (Kobe) Momiji Manju (Hiroshima Prefecture)
Strawberry (Kyushu Area) Red bean (Okinawa Prefecture, Kyushu Area)
2. As “Good Luck Charm”
When I feel stress, I crave for sweet stuff like chocolates. I am sure that the same thing happens to you. The advertisement slogan of Kit Kat UK was “Have a break, have a KitKat”, “But for what break do Japanese need chocolate?” the owner of Nestlé Japanese wandered, and came to the conclusion that Japnese seek for relasing stress from studying for entrance exams, and they can target (1) students who study hard for entrance exams and (2) their family and friends who desire to cheer them up. In Japan, entrance exams for university are really competitive and big challenges for young people. Especially in January, Februrary, and early March are the critical and stressful periods for them with many important exams. It is also the best season for keeping and having chocolates wihtouth worrying about melting.
Then, Nestlé Japan, Tapping into this trend, and lunched “Kit Katsu” Campaign, which comes from the fact that KitKat sounds similar to the Japanese phrase kitto katsu: ‘you will surely win’ Now the sales increase dramatically in that period, and many special packages are sold, which have “message box” on the package so that people can write their cheering messages and give it to their family or friends who have exams. Now Kit Kats are mostly perceives as good luck charms not just chocolates. This successful marketing story justifies the big success of Kit Kat in Japan. De-stress by having one piece of chocolate, from just chocolate, consumable products to the experience What Wonderful marketing strategy it is!!
3. “Kit Kat” speciality store
Kit-Kat Chocolatory Ginza Honten (main store), opened in February 2017 in Tokyo! Why is it special? It is because 1. Unique services are offered 2. Limited special flaovors are available
(1) Unique service
The store concept is “to bring you special experience that you can only have here” Based on it, they offer message gift service. You can write your own messages on Kit Kat, and choose customized designs for their gifts. Also, in the café there, you can also enjoy special parfait using Kit Kat
(2) Limited special flavors available
Three orinigal favors; strawberry maple, butter, green tea and soybean flour, and pistachio and strawberry are only available there. You can only purchase the assortment boxes.
Kit-Kat Chocolatory, Ginza Honten
Address: 1F Oak Ginza building, 3-7-2 Ginza, Chuo, Tokyo
Operating hours: 10:00-20:00
For further information: https://nestle.jp/brand/kit/chocolatory/concept.html
(Source: IKIDANE NIPPONKit-Kat Chocolatory has opened in Ginza!, https://press.ikidane-nippon.com/en/other/1795)
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