Peko-peko ? As is very well explained on the Kotoba site, it is a Japanese onomatopoeia generally used when you are hungry. But we can use it in many other cases! In this article, we used it because we salivate in front of … japanese kat kit !

Kit kat japanese tastes japan melon matcha red beans

The reputation of the Kit Kat (and their slogan “Have a break, have a Kit Kat”) is no longer to be done. Created in 1935 by the English Rowntree, this chocolate bar is today one of the most sold in the world by Nestlé, and by Hershey’s, their producer in the United States. Usually known in the form of four juxtaposed wafers covered with chocolate (チ ョ コ レ ー Kit), the Kit Kat is also an unexpected success in Japan, where it is truly part of the country’s culture. But how could a brand of English origin have integrated so strongly into Japanese society? Here is the story of these famous coated cookies …

Ever more surprising flavors

Nestlé knows this: the Japanese market is not a market like any other. In 2014, Stewart Dryburgh, brand manager, made it clear: “Kit Kat is almost a cult product in Japan, and it’s a very special market for us”. It must be said that local consumers not only want a product that is pleasant to eat, but want to be surprised by flavors that they will not find elsewhere. Many variants are thus developed specifically for Japanese.

In Tokyo for example, some exclusive recipes are made with the local chocolatier Takagi. They are sold at “Kit Kat Chocolatory”, the first Kit Kat store opened in Tokyo in 2014. With so much effort, hard not to succumb to the temptation of a Kit Kat flavored with green tea, peppers, potatoes, cheese, beans or even wasabi? Nestlé has taken the care to use local products to offer regional variants (for example Melon flavor kat kit or Kit kat red beans in Hokkaido!), and take advantage of the holidays to market new recipes (Pumpkin Kit Kat for Halloween…). Visually, we also forget the typical color of chocolate! A strawberry flavored Kit Kat is… pink!

How did Kit Kat win in Japan?

The chocolate bar has integrated so well into Japanese culture that we almost forget its English origins. To develop in the land of the Rising Sun, Nestlé has skillfully exploited the pronunciation of its bar in the national language: き っ と 勝 つ (kitto katsu = “you will certainly succeed”). In other words, eating a Kit Kat would almost help you achieve success in your professional and personal life. Interesting, isn’t it?

The Nestlé group did not stop there. He gave a much less general case where the famous bar could work miracles: among students! Take a Kit Kat, you will pass your exams! The success of this campaign was so overwhelming that it is now customary to mail candy bars to friends and family to encourage them. If you are saying to yourself ペ コ ペ コ (Peko-peko, an onomatopoeia to illustrate a gurgling belly, Japanese translation of “I’m hungry”), perhaps you should refrain from watching the few Japanese advertisements listed below. below.

It’s up to you to choose the variant that will appeal to you the most!

Consumed by 650 people every second around the world, Kit Kat has become the Japanese favorite chocolate brand since 2012 already. If you pass in the district of restaurants and shopping Ikebukuro in Tokyo, go to the store of the chain Sebu for a tasting which will transport you far from Western flavors. All you have to do is say two words: 美 し い で す (oishii desu = “it’s delicious”)!

Japanese words learned in this article:

チ ョ コ レ ー ト (chocolatu, written in katakana, from English chocolate)
ペ コ ペ コ (Peko-peko: onomatopoeias for the rumbling belly, I’m hungry!)
味 味 (oishii = delicious!)
美 し い で す (oishii dess = “it’s delicious”)

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