Dive into the world of matcha-flavored delights with Japan's beloved green tea, Kit Kats. Japan is renowned for its diverse flavors, which change based on seasonal tastes and regional ingredients. From simple flavors like ocean salt to non-alcoholic sake and fruity Hokkaido melon, Japan has remained at the forefront of unique Japanese Kit Kat flavors for years.

Japan remains an innovative Kit Kat flavor creator with its ever-evolving number of flavors (currently 300+). Though it has produced (and continues to produce) a large array of flavors each year, one flavor has captured the interest of locals and visitors - rich green tea. While many of these Kit Kats are Japan-exclusive, you can bring a taste of these sweet treats and other delicious Japanese snacks to your home with Japan Crate, no matter where you reside.

Continue reading to learn more about the cultural phenomenon of Japanese Kit Kats, in particular, the matcha Kit Kats.

The Origins of Matcha Kit Kats

Originating in England in 1935, Kit Kats eventually made their way to Japan in 1973. However, it was not until the 2000s (after Nestlé took over the production of Kit Kats) that their appeal began growing in the country. During this time, the group behind Nestlé Japan was tasked with experimenting and creating new Japanese Kit Kat flavors. This push for new flavors (and packaging) helped the team create strawberry-flavored Kit Kats, first released in Hokkaido and coincided with strawberry season. This flavor was a hit, prompting Nestlé to continue creating Japanese Kit Kat flavors aligned with seasonal and regional tastes.

In 2004, the first matcha Kit Kat ('KitKat Uji Matcha') was released. It used updated chocolate-making technology that allowed the matcha green tea powder to be combined with white chocolate while maintaining its creamy, smooth texture. This flavor, too, became a beloved Kit Kat option in Japan. With the optimal balance of bittersweet matcha and creamy chocolate, the green tea Kit Kat flavor offered a nod to Japan's history with matcha and tea ceremonies while creating an addictive taste.

The Popularity of Matcha Kit Kats in Japan

In Japanese culture, a subtle sweetness is preferred over a rich sweetness like that found in American versions of Kit Kats. Because of this desire for a mild, sweet flavor, the matcha Kit Kat was an ideal offering. The bittersweet taste of green tea powder offsetting the sweet taste of the chocolate bars created the perfect amount of sweetness for Japanese consumers. The popularity of this flavor left room for further experimentation with regional and seasonal tastes.

Since the creation of strawberry and green tea Japanese Kit Kat flavors, Nestle Japan has curated 300+ flavors, with new options launching annually. From wasabi to milk tea, roasted corn, and strawberry cheesecake, Japan has become synonymous with a wide range of flavors that will delight any palate.

Global Sensation: Matcha Kit Kats Around the World

After the launch of the 2004 green tea Kit Kat and its popularity among Japanese residents and visitors, a demand grew for the ability to purchase this flavor outside of the country. Though the demand for this Japanese Kit Kat was high in other countries, Nestle Japan did not bring the matcha candy bars abroad until 2019, when they appeared in Europe. Since then, the demand has continually increased while green tea Kit Kats continue to expand to other countries, including the US.

In the US, there are currently about 15 Kit Kat flavors (including classics like dark chocolate and milk chocolate), with a few seasonal offerings included each year. While other countries, including Canada and Australia, have Kit Kat flavors based on the taste buds of locals, the number of available flavors pales in comparison to those in Japan. Because of the smaller number of available flavors, the options in Japan are often highly desired and requested by family members with loved ones planning to visit Japan. This is especially true, as finding companies that supply Japanese Kit Kats to other countries can be challenging.

Kit Kats in Japan Crate

One way to acquire these beloved Japanese Kit Kat flavors is by subscribing to Japan Crate. Each month, a unique subscription box theme is adhered to, providing insight into Japanese culture. With the theme in mind, 15-17 full-sized seasonal and special edition treats are included and waiting to be unwrapped. These sweet and savory treats always include a full-sized Japanese Kit Kat, allowing subscribers exclusive access to flavors typically only included in Japan. Inside each monthly box, expect a new and exciting Kit Kat flavor, such as the matcha Kit Kat, Cookies & Cream Kit Kat, or Milk Tea Kit Kat.

Each month, users are surprised with various snacks and interactive elements that align with the theme. A booklet offering details on the treats is included in each shipment, leaving subscribers with a deeper knowledge of Japan as you explore traditional and modern Japanese snacks, and fun, interactive elements that create a connection to the country. Be sure to keep an eye out for the bonus item, a non-food collectible in each crate.

Accessibility of Matcha Kit Kats Outside Japan

As mentioned, the beloved matcha Kit Kat became available in other countries (like Europe) beginning in 2019. However, there are claims that the green tea Kit Kat offerings in other countries are suited to the locals' preferred tastes (such as sweeter for Americans). So, while you can purchase green tea-flavored Kit Kats outside of Japan, you'll find the most authentic flavors in Japanese grocery stores and markets. Thus, it's essential to purchase Japanese Kit Kats and treats right from the source.

Besides deliveries from Japan Crate, you can also find authentic Japanese offerings in Sugoi Mart's Kit Kat Collection and Snacks Collection. At Sugoi Mart, you can access Japanese treats ranging from newly launched items to frequently bought/best-seller products. These products include anime-themed snacks, exclusive Japanese beverages, and traditional treats (like taiyaki).

The Cultural Impact of Matcha Kit Kats

Matcha is more than a type of tea in Japan; it represents various aspects of Japanese culture, including the importance of rituals and traditions. Matcha ceremonies symbolize ideals such as purity and harmony. This delicious, bright green powder is also used for various activities in Japanese culture, including for self-care in beauty products, as a natural health remedy, as a Buddhist offering during temple practices, as a meditation aid, and, of course, as a culinary ingredient.

Like the creativity that led to matcha's many uses outside the kitchen and coffee shop, the matcha Kit Kat is an innovative offering representing this same creativity throughout Japan. Including green tea powder as one of the many Japanese Kit Kat flavors connects Japan's rich history with tea (and matcha) and its desire for innovative culinary offerings.

Conclusion

From its humble beginnings as an experimental Japanese Kit Kat flavor to a highly sought-after flavor, matcha Kit Kats have managed to maintain their appeal amongst Kit Kat lovers through the years. Share your own matcha Kit Kat journey through social media, whether it's your first time trying this delightfully bittersweet treat or it's a beloved favorite in the household. Tag @japancrate so we can enjoy your sweet snacking experiences together.

Head to Japan Crate to subscribe to the monthly curated deliveries, which will allow you to uncover even more exciting Japanese Kit Kat flavors. For any additional Japanese snacking needs (like instant noodles, seasonings, sauces, confections, etc.), check out Sugoi Mart's offerings.

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