Breaking into Japan: The Sweet Success of Kit Kat’s Market Entry

Kit Kat, a globally recognized chocolate brand, has not only won the hearts of chocolate lovers worldwide but has also achieved remarkable success in the Japanese market.

The journey of Kit Kat in Japan is a fascinating tale of cultural adaptation, innovative marketing strategies, and a bit of serendipity. In this article, we explore how Kit Kat made its mark in Japan, turning a simple chocolate bar into a cultural phenomenon.

An Unusual Connection:

Kit Kats entered the Japanese market in 1973 and today they are one of the best-selling sweets in the country. How did this happen?

One popular theory behind the rise in popularity of Kit Kats can be attributed to the serendipitous coincidence between the name “Kit Kat” and the Japanese phrase “Kitto Katsu,” which roughly translates to “You will surely win.”

This coincidence became a cornerstone for Kit Kat’s marketing strategy in Japan, turning the chocolate bar into a symbol of good luck.

In 2009 a Kit Kat marketing campaign and collaboration with Japan Post was launched with special packaging that allowed the sender to write a message on the chocolate similar to a postcard. Today a small space to write a message is present on nearly all, if not all, of the packaging on Japanese Kit Kats as can be seen in the ad below.

In this ad Kit Kats are shown as a gift to students to help them through “Juken” or Entrance Exam Season

Seasonal Marketing Campaigns and Limited-Edition Releases:

Nestlé tapped into the Japanese culture of gift-giving by launching seasonal and limited-edition Kit Kat releases, each tied to specific occasions or events.

Many campaigns are centered on “Juken” or Entrance Exam Season which occurs throughout February and coincides with the beginning of Japanese Sakura or Cherry Blossom Season.

In this ad, messages of encouragement for students during Entrance Exam Season are floating among the cherry blossoms in a campaign that deepens the association between Kit Kat’s brand and the season.

In addition to themed marketing campaigns, seasonal flavors and packaging are also popular and anticipated.

The video about features an Easter campaign showcasing the unique limited edition Easter Kit Kat with a unique “banana” flavor and special packaging.

Nestlé’s Approach to Localization:

Although Kit Kats in Japan are available in a large and unique array of flavors today, this was not always the case.

Nestlé, the parent company of Kit Kat, recognized the potential of the Japanese market and adopted a strategic approach to localization. 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.

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One of the key factors behind Kit Kat’s success in Japan is its commitment to innovation and variety. Today there are over 400 different regional, seasonal, and special edition Kit Kat flavors across Japan.

This approach has continued to keep the brand fresh and exciting! It has also turned Kit Kat into a collectible item for enthusiasts in Japan and overseas.

Collaborations and Partnerships:

Kit Kat’s expansion into Japan went beyond just chocolates; it became a cultural collaborator. Nestlé has actively sought partnerships with local businesses, artists, and influencers to create special edition Kit Kat packages.

Kit Kat ad campaign featuring a Japanese internet celebrity comedian.

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Collaborations with popular brands and cultural icons has helped Kit Kat integrate seamlessly into Japanese pop culture.

Engaging Marketing Campaigns:

Nestlé invested heavily in creative and engaging marketing campaigns to capture the attention of the Japanese audience. TV commercials, social media campaigns, and interactive promotions focused on the positive and auspicious associations of Kit Kat.

The brand actively encouraged the sharing of Kit Kat bars as a gesture of good luck and success. In the Kit Kat commercial below, you can see that this is the case between a mother and daughter. The anime style of the commercial is also eye-catching and popular with Japanese audiences.

A mother and daughter exchange Kit Kats as a sign of love and encouragement throughout the work and school day.

Conclusion:

Over the years, Kit Kat has become more than just a chocolate brand in Japan; it has become a cultural phenomenon. The variety of flavors, the uniqueness of each package, and the positive messaging associated with the brand have contributed to its widespread popularity.

Kit Kat’s success in the Japanese market is a testament to the power of cultural sensitivity, innovation, and strategic marketing.

By embracing local traditions, flavors, and collaborations, Kit Kat has not only established itself as a beloved chocolate brand in Japan but has also created a unique niche in the market. The story of Kit Kat’s entry into Japan is a sweet example of how a global brand can adapt and thrive by recognizing and appreciating local nuances.

Interested in entering the Japanese market?

Contact us to see how we can help, whether you’re looking to enter or grow your brand in the Japanese or US markets.

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