The chocolate wafer bar “KitKat” is loved all over the world.
Among them, however, the Japanese KitKat holds a truly special place.
With over 400 varieties released to date — including matcha, strawberry, wasabi, and even sake — Japan offers an incredible range of regional and seasonal flavors.
Thanks to the phrase “Kitto Katsu,” which sounds like “surely win” in Japanese, KitKat has also become a good-luck charm for students taking entrance exams.
In this article, we’ll explore the origins of KitKat, its unique evolution in Japan, and how it has become a beloved souvenir and gift.
By the end, you’ll understand why Japanese KitKat is more than just a sweet — it’s a cultural icon.
Contents
What Is KitKat? Differences Between the Global and Japanese Versions
Origin and History of KitKat
Born in the United Kingdom
On August 29, 1935, the British confectionery company Rowntree’s released a chocolate-covered wafer bar called “Chocolate Crisp.”
The idea came from a factory worker who suggested, “Why not make a chocolate bar that can be easily packed with a lunch and taken to work?”
This led to the creation of the iconic four-finger shape that remains a trademark of KitKat today.
Simple, portable, and satisfying, the bar quickly gained popularity throughout the United Kingdom.
The Expansion of the Brand by Nestlé
In May 1937, Rowntree’s renamed the product “KITKAT” to make it shorter and easier to remember.
At the same time, the company launched its first advertising campaign with the now-famous slogan,
“Have a break, have a KitKat.”
This “break” concept has become an integral part of the brand identity and continues to this day, more than 70 years later.
In 1988, Nestlé acquired Rowntree’s and took over the KitKat brand.
With Nestlé’s global network, KitKat began to be distributed in countries around the world, transforming from a British chocolate bar into a truly global brand.
The Arrival of KitKat in Japan
KitKat was first introduced to Japan in 1973.
Although it was not yet produced by Nestlé at the time, it gradually gained popularity as a chocolate wafer snack among Japanese consumers.
In 1989, Nestlé formed a joint venture with Mackintosh to establish Nestlé Mackintosh K.K.,
and production of KitKat began at the Kasumigaura factory in Ibaraki Prefecture.
This allowed for the development of flavors and packaging tailored specifically to Japanese tastes, leading to the unique evolution of KitKat in Japan.
In the 1990s, new varieties such as the “Orange” flavor and larger bar sizes appeared in the UK,
while in Japan, the 2000s marked a cultural turning point: the rise of the “Kitto Katsu” (“Surely Win”) movement.
Originating in Kyushu, the phrase’s similarity to “KitKat” made it a symbol of good luck for students preparing for entrance exams.
Today, KitKat in Japan is not just a snack—it’s a heartfelt “good luck charm,”
given to express encouragement and support in exams, sports, love, and everyday challenges.
Differences Between KitKat in Japan and the Rest of the World
Regional Packaging Differences
While KitKat is loved around the world, each country features unique packaging designs that reflect local preferences.
In Japan, special attention is given to detail — from elegant washi-style wrapping to seasonally themed artwork.
This careful presentation makes Japanese KitKat not only a sweet treat but also a product that embodies the nation’s sense of aesthetics and gift-giving culture.
The Uniqueness of Japan-Only Flavors
Among all countries, Japan stands out for its incredible diversity of exclusive KitKat flavors.
More than 400 varieties have been released to date — far surpassing any other market worldwide.
Nestlé Japan has tailored its product lineup to match the refined taste of Japanese consumers and the cultural importance of enjoying seasonal changes.
Flavors such as matcha, hojicha (roasted green tea), sakura, strawberry, wasabi, sake, plum, and purple sweet potato
represent ingredients and aromas deeply rooted in Japanese culture.
These unique creations transformed KitKat from a simple chocolate snack into a product that communicates the essence of Japan’s regions and traditions.
Furthermore, Japan offers a range of regional-exclusive “Gotochi KitKats” —
from Hokkaido’s Azuki & Strawberry, to Tokyo’s Island Lemon, and Yokohama’s Strawberry Cheesecake flavor.
These local specialties have become highly sought-after souvenirs, especially among travelers visiting Japan.
For many foreign visitors, Japanese KitKat represents the perfect edible memory of their trip —
a sweet, compact, and beautifully designed gift that captures the spirit of Japan.
Today, it is recognized worldwide as “the most diverse KitKat on the planet.”
Japan’s Exclusive KitKat Flavors: The Complete Guide
Popular Standard Flavors
KitKat Original
11 pieces
The perfect balance of rich cocoa chocolate and satisfyingly crispy wafers —
so good you can practically hear the crunch!
KitKat Otona no Amasa (Adult Sweetness)
10 pieces
A refined pairing of crispy wafers and moderately sweet chocolate.
Enjoy a poised, grown-up level of sweetness with every bite.
KitKat Deep Matcha
10 pieces
Uji matcha and biscuit crumbs are kneaded into the wafer dough for an authentic
bitterness and a clean, snappy finish. Savor the deep, traditional flavor of Uji matcha.
KitKat Strawberry
10 pieces
Strawberry granules in the batter highlight the fruit’s natural aroma and tang.
Enjoy a true, fruit-forward flavor wrapped in smooth chocolate.
KitKat Strawberry Chocolat
9 pieces
Refreshing strawberry notes interlace with rich cocoa for a beautifully balanced
dessert-like experience.
KitKat Chocolat Orange
9 pieces
A zesty, juicy orange accent paired with rich cocoa — a classic, aromatic combination
with a refreshingly clean finish.
Limited Editions
KitKat Cookies & Cream
Crunchy cocoa cookie bits blended with smooth cream-style chocolate for a classic cookies-&-cream treat in a crispy wafer format.
KitKat Ito En Matcha Latte
9 pieces
A creamy matcha latte collaboration with Ito En — mellow green tea aroma and silky sweetness wrapped around light wafers.
KitKat Mont Blanc
9 pieces
Chestnut-inspired Mont Blanc flavor with a gently sweet, nutty cream that pairs beautifully with crisp wafers.
KitKat Baskin-Robbins Chocolate Mint Ice Cream
A cool mint chocolate homage to Baskin-Robbins’ iconic scoop — refreshing mint uplifted by rich cocoa notes.
KitKat Strawberry Chocolat
9 pieces
Bright, tangy strawberry layered with rich chocolate for a sweet-tart harmony and a dessert-like finish.
KitKat Halloween Apple Pie
9 pieces
Festive apple pie flavor with cozy spice notes — a playful seasonal treat perfect for sharing.
KitKat Otona no Amasa Double Berry & Nuts
9 pieces
Raspberry powder and nut-paste cream are sandwiched between wafers, then coated in moderately sweet strawberry-speckled chocolate.
Enjoy a poised, grown-up level of sweetness.
KitKat Baskin-Robbins Strawberry Cheesecake
Lush strawberry meets creamy cheesecake notes — an indulgent collab that tastes like a slice of café dessert.
KitKat Sanrio Characters Ichigo Milk
10 pieces
Cute, creamy strawberry-milk flavor in an adorable Sanrio collaboration — sweet, milky, and perfectly giftable.
Regional “Gotochi” KitKats
Hokkaido Azuki & Strawberry
Hokkaido
Blessed with long daylight hours and sharp day–night temperature swings, Hokkaido grows excellent azuki beans. This flavor evokes a wagashi-style treat, pairing gently sweet red bean with tangy strawberry — like a monaka dessert in KitKat form.
Tokyo Island Lemon
Tokyo
Made with Ogasawara’s Meyer lemon — a refreshing cross between orange and lemon. Enjoy a clean sweetness and bright citrus flavor that captures Tokyo’s island vibes.
Yokohama Strawberry Cheesecake
Yokohama
Yokohama is famed for Western sweets. This flavor blends the glamour of strawberry with the rich depth of cheesecake — a taste that echoes the city’s international heritage.
Shinshu Apple
Nagano
Raised in a climate of crisp air, pure water, and strong diurnal swings, Shinshu apples balance sweetness and acidity beautifully. Their fragrant flavor is gently wrapped in milk chocolate.
Shizuoka Wasabi (Tamaruya Honpo)
Shizuoka
Using authentic wasabi from the long-established Tamaruya Honpo (founded in 1875). Enjoy the elegant kick of real wasabi in harmony with a mellow, wasabi-infused wafer cream – an unexpectedly delightful pairing.
Kyoto Uji Matcha (Itohkyuemon)
Kyoto
Crafted with Uji matcha and tea leaves from the historic teahouse Itohkyuemon. Deep tea aroma and a rounded sweetness deliver an elegant, quintessentially Kyoto taste.
Kyoto Uji Hojicha (Itohkyuemon)
Kyoto
Select Uji hojicha is carefully kneaded into the wafer batter. The roasty fragrance and gentle sweetness come together in a calm, comforting flavor.
Osaka Castle Pack — Sakura
Osaka
A festive package featuring Osaka Castle and Dotonbori. Inspired by the city’s famous cherry-blossom spots, this gently floral sakura flavor pairs pink-and-white hues with a light, springlike aroma.
Osaka Pine Ame Flavor
Osaka
A tribute to the beloved Osaka-born “Pine Ame” candy (since 1951). Sweet-and-tangy nostalgia reimagined as a KitKat, using pineapple juice (3.26% reconstituted) for a sunny, juicy finish.
The Cultural Impact of KitKat in Japan
KitKat and Exam Students
From “Kitto Katsu” to a Symbol of Encouragement
KitKat began to take on a special meaning in Japan in the early 2000s.
It all started with a coincidence — in the Kyushu dialect, the phrase “Kitto katsu to” means “I’m sure you’ll win!” and sounds remarkably similar to “KitKat.”
This phonetic overlap turned the chocolate bar into a good-luck charm for students preparing for entrance exams.
By around 2002, word of mouth and media coverage spread the trend nationwide, creating a unique exam-season culture around KitKat.
During exam season, teachers, families, and friends would give KitKat to encourage students with messages like
“Do your best on the test!” or “May your hard work pay off.”
What began as a pun evolved into a powerful social custom — KitKat became more than just a chocolate bar; it became a symbol of support and connection.
Nestlé Japan embraced this organically grown movement by launching limited-edition exam-season campaigns and packaging.
The “Kitto Katsu” message, shared by both brand and consumers, took root as a uniquely Japanese cultural tradition.
Message Packages and Creative Designs
The evolution of KitKat’s packaging design further reinforced this “cheer-up” culture.
Nestlé introduced special seasonal editions with message spaces on the back of the package,
where senders could write personalized notes — To and From — like a mini greeting card.
This simple innovation turned KitKat into a way to send encouragement directly from one person to another.
Other creative collaborations followed, including “Mailing KitKat” — a version that could be sent through the post in partnership with Japan Post.
This allowed people to deliver support even to those far away, making KitKat a heartfelt communication tool.
In recent years, packages have featured printed motivational phrases like
“I’m cheering for your dreams” or “Your effort will surely be rewarded.”
Now, KitKat is exchanged not only during exams but also in moments of challenge — in love, sports, and work —
becoming a confection that carries emotion and empathy.
Through this evolution, KitKat has transcended its role as a simple sweet treat to become a
“medium of encouragement” — a small yet powerful expression of Japan’s cultural value of supporting one another.
Integration into Tourism and Gift Culture
Popular Souvenir at Airports and Train Stations
Today, KitKat has become one of Japan’s most iconic souvenir sweets, available at airports and major train stations across the country.
A particular highlight is the wide variety of regional-exclusive packages and local flavors.
Travelers can take home a taste of the places they visit — such as Yubari Melon from Hokkaido, Uji Matcha from Kyoto,
and Wasabi from Shizuoka — each inspired by local specialties and traditions.
These regional editions appeal not only to Japanese travelers, who enjoy discovering and sharing new flavors,
but also to foreign visitors, for whom they have become “must-buy items that symbolize the journey itself.”
Lightweight, affordable, and easy to share, KitKat is a top choice for souvenirs to give to friends, colleagues, and family members.
Why Foreign Visitors Love It
For international travelers, Japanese KitKat offers a unique cultural experience in edible form.
Its charm lies in the incredible diversity of flavors rarely found elsewhere in the world.
From Matcha and Sakura to Hojicha, Wasabi, and even Sake,
each flavor captures a distinct element of Japan’s culture and culinary tradition.
Eating KitKat in Japan is more than enjoying a sweet — it’s like tasting the culture itself.
Beyond flavor, the packaging design is another key to its appeal.
Japanese KitKats feature refined, playful, and seasonal aesthetics that many visitors find collectible.
They serve as symbolic gifts representing memories of Japan, and have been frequently featured by international media as one of the “Top Must-Buy Souvenirs in Japan.”
Through its creativity and cultural expression, KitKat has transcended the realm of confectionery to become a beloved ambassador of modern Japanese gift culture.
How to Buy and Enjoy Japanese KitKat
Where to Purchase
Convenience Stores and Supermarkets
The easiest way to buy KitKat in Japan is at convenience stores and supermarkets.
Major chains such as 7-Eleven, FamilyMart, and Lawson always carry the classic mini-size series,
with seasonal limited flavors appearing throughout the year.
Affordable and easy to find, KitKat is a favorite choice for a quick snack on the go.
Supermarkets often stock large family-sized bags and variety packs that are perfect for sharing with friends and family.
Some stores even feature seasonal or regional packaging, making KitKat a sweet reminder of Japanese culture in everyday life.
It’s a chocolate you can enjoy casually while still experiencing a touch of Japan’s seasonal charm.
Souvenir Shops at Airports and Tourist Spots
For travelers, regional-exclusive KitKats sold at airports and tourist destinations are especially popular.
Each region offers unique flavors inspired by its local specialties and traditions —
from Yubari Melon in Hokkaido to Uji Matcha in Kyoto and Wasabi in Shizuoka.
These local KitKats are visually appealing, lightweight, and easy to carry, making them ideal souvenirs.
At major airports, it’s common to see foreign visitors purchasing them in bulk as gifts,
further cementing KitKat’s status as a symbolic Japanese sweet.
The packaging is another draw: many feature gold washi-style textures or traditional patterns that give a sense of elegance.
With designs that exude a “special feeling even before opening”, they are as beautiful as they are delicious.
Online Stores and Duty-Free Shops
In recent years, online shopping has made Japanese KitKat more accessible than ever.
On the Nestlé Japan official website, you can find exclusive items such as gift boxes and customizable
“Message KitKats” that let you add personalized notes — perfect for sending heartfelt gifts.
Japanese KitKats are also available on major e-commerce sites like Amazon Japan, Rakuten, and Yahoo! Shopping.
Many sellers offer international shipping, allowing overseas fans to enjoy authentic Japanese flavors
without traveling to Japan.
At duty-free shops in airports such as Narita, Haneda, and Kansai International,
you’ll find exclusive gift sets and travel-friendly multi-packs designed for international visitors.
As a result, KitKat has become a must-buy “final souvenir” before heading home from Japan —
a sweet memory of the journey itself.
Japanese KitKat: More Than Just a Sweet
Japanese KitKat is far more than a simple chocolate snack.
Behind every bar lies the essence of culture, region, and heartfelt emotion.
Born in the United Kingdom in 1935, KitKat found a new identity in Japan —
transformed by the phrase “Kitto Katsu” (“surely win”) into a symbol of encouragement.
Through over 400 unique flavors, it has also become a medium for expressing Japan’s regional traditions and the beauty of its four seasons.
Today, Japanese KitKats are available at airports, tourist destinations, and online,
making them an essential part of the Japanese experience for travelers from around the world.
Whichever flavor you choose, each bar carries a piece of Japan’s spirit —
a blend of creativity, craftsmanship, and the culture of heartfelt connection.
So on your next break, why not savor a special KitKat and enjoy a “sweet taste of Japan”?
