The Japanese KitKat obsession…and 300 great reasons to learn more (2024)

FAQs

Why is Japan obsessed with Kit Kats? ›

Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with "Kitto Katsu", a phrase meaning "You will surely win" in Japanese. Some market research has shown that the brand is strongly correlated to good luck charms, particularly among students ahead of exams.

Have a Break, Have a KitKat Meaning. The meaning behind the 'Have a break, have a KitKat' slogan is that the KitKat bar brings customers the enjoyment of a short break from their long working days.

This name closely resembles the phrase kitto katsutoo (きっと勝つとぉ), meaning 'you shall surely win'. In Japanese, kitto mean 'surely' or 'certainly' and katsu means 'to win'. For this reason, Kit-Kats are given to students not just as treats, but as good luck charms before important exams.

The KIT KAT^® Bar got its start across the pond in 1935. Originally known by Londoners as “Rowntree's Chocolate Crisp,” the candy was renamed in 1937 to “Kit Kat^® Chocolate Crisp.” While KIT KAT^® Bars are a global confection, The Hershey Company has produced the candy in the U.S. since 1970.

Other Kit Kat fans speculate that the name is an acronym for “Keep In Touch, Kappa Alpha Theta.” The wife of Kit Kat inventor Joseph Rowntree was a member of the Kappa Alpha Theta sorority, according to Mental Floss.

Japanese Kit Kats and Good Luck

Kit Kat in Japanese is pronounced “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 word “katsu” means “bound to win”.

"Have a Break, Have a Kit Kat" is a famous tagline that has been used by KitKat since 1957. The slogan is based on the idea that taking a break is important for mental and physical well being.

Kit Kat's target market is both men and women belonging to all age groups. The brand displays itself as “youthful” in nature, and focuses on that segment of consumers who are fond of chocolates, and are willing to indulge themselves in chocolaty snacks.

[rhy. sl.; kit-kat = prat n. 1 (5)] a fool, a general term of abuse.

In June 1988, Swiss company Nestlé acquired Kit Kat through the purchase of Rowntree's, giving Nestlé global control over the brand, except in the US, and production and distribution increased with new facilities in Japan and additional manufacturing operations set up in Malaysia, India and China.

Is Kit Kat American or Japanese? ›

The treat was created by the UK candy company Rowntree's, which debuted the chocolate as Rowntree's Chocolate Crisp in 1935. A few years later, Rowntree's renamed the product Kit Kat Chocolate Crisp.

You see, in Japanese, Kit Kat or Kitto Katto sounds a lot like Kitto Katsu, the Japanese phrase for “you'll certainly win.” Ever since then, these chocolate-coated wafers have become a huge hit in Japan.

KitKat is often given as a gift to students before exams, as “Kitto Katsu,” which translates to “You will surely win,” is a popular expression in Japan. In addition, the chocolate snack is also associated with good luck, making it a popular gift for various occasions, such as weddings and new year celebrations.

The first use of the tagline 'Have a Break. Have a Kit Kat', written by the agency's Donald Gilles, can be traced to May 1957. A year later it was used on the first television spots for the brand and ever since has been a staple of campaigns for the chocolate bar.

Launched in 1866—nineteen years after Fry's created the first moulded, solid chocolate eating bar (in 1847)— Fry's Chocolate Cream is the first mass-produced chocolate bar and is the world's oldest chocolate bar brand.

Instead of imposing Western flavors, Nestlé embraced the Japanese palate by introducing unique and even region-specific Kit Kat flavors. These flavors ranged from matcha (green tea) and sake to sweet potato and wasabi, creating a diverse and appealing product line for Japanese consumers.

One of the reasons behind the popularity of KitKat in Japan is the cultural significance attached to the brand. KitKat is often given as a gift to students before exams, as “Kitto Katsu,” which translates to “You will surely win,” is a popular expression in Japan.

Is KitKat Japan halal or Vegetarian-friendly? Japanese Kit Kats are generally suitable for consumption by vegetarians and halal dieters. While some flavors may contain additional ingredients, the base ingredients do not include animal-derived products. Discover why Kit Kat has become a cultural phenomenon in Japan.

In June 1988, Swiss company Nestlé acquired Kit Kat through the purchase of Rowntree's, giving Nestlé global control over the brand, except in the US, and production and distribution increased with new facilities in Japan and additional manufacturing operations set up in Malaysia, India and China.