Imperial Fruit

The Story of Kit Kat in Japan: A Symbol of Good Luck & Must-Win

While Kit Kat originated in the United Kingdom, it holds a unique cultural status in Japan, largely thanks to a clever linguistic coincidence.

• The Wordplay ("Kitto Katsu"): The name Kit Kat sounds very similar to the Japanese phrase “きっと勝つ” (Kitto Katsu), which translates to “You will surely win!” or “Certain victory!”

• Exam Season Mascot: Because of this encouraging phrase, Kit Kat became a popular superstitious tradition among Japanese students. Before high school or university entrance exams, friends, family, and teachers give Kit Kats to students as a lucky charm to boost their confidence and wish them success.

• Cultural Phenomenon: Nestlé embraced this trend by designing packaging with space to write personalized encouragement notes. They even partnered with the Japanese Postal Service to let people mail "Good Luck" Kit Kats directly to test-takers.

This heartwarming tradition transformed Kit Kat from a simple chocolate snack into a national symbol of encouragement, paving the way for Japan's famous world of hundreds of unique, regional Kit Kat flavors!

by Dennis & Gemini