Trends in Japan » Japan still Kit Kat krazy with the regionalized “Exotic Series”

Japan still Kit Kat krazy with the regionalized “Exotic Series”

Written by: Michael Keferl on April 4, 2007 at 1:14 am | In Marketing & Ad Trends |

Back in our countryside days in beautiful Ise-shi, one of our close female friends bought us some Kit Kats as a “good luck” present. Why? Well, she explained that because we were about to take the Japanese proficiency test we needed some luck, and “Kit Kat” closely resembles the phrase “kitto katsu”, meaning “I hope you win”. Students say this to each other before the big entrance examinations, and, thanks to a clever marketing campaign, mothers started buying them for their kids before the exam. Heck, they already eat tonkatsu (breaded and fried pork) for the same reason, so that’s one lucky meal!