Discover why Kit Kats are more than just a sweet treat in Japan. Giving gifts is essential in Japanese culture, as it's a major sign of respect and appreciation and bolsters relationships between loved ones, coworkers, and business partners. It's not uncommon to gift items such as kitchen tools, tea, kimonos, or Japanese sweets (like Kit Kats) as a sign of affection or respect to others.

Beyond being one of the most beloved treats in Japan, Kit Kats hold a deeper meaning for those living in and visiting the country. They're an easy way to share Japanese culture with loved ones in a small, convenient package. This sweet treat also helps keep the tradition of gift giving alive throughout Japan. Easily find unique flavors of Japanese Kit Kat and souvenirs with Japan Crate, a monthly subscription service that delivers authentic snacks from Japan to your door.

Below, we explore more about the Kit Kat (a Japanese pop culture icon), from the unique flavors offered in the country to their transition into Japan souvenirs.

The Meaning of Kit Kat in Japan

Though the name of these chocolate bars doesn't have a direct English translation, the Japanese pronunciation of Kit Kat ("Kitto Katto") plays a big part in their popularity as Japanese souvenirs. This pronunciation is close to the phrase "Kitto Katsu," which translates to "surely win" in Japanese.

Because of this proximity in wording, Japanese Kit Kats became associated with good luck and success. This meaning led to the Japanese Kit Kit being a gift for students before important exams and housewarming gifts for loved ones. When gifted during these times, this sweet treat is used as a Kit Kat good luck charm for the recipient.

The Tradition of Omiyage

Omiyage, meaning "souvenir" in English, is a long-held tradition in Japan. However, it's more than simply giving Japan souvenirs as gifts for loved ones. This tradition reflects Japan's cultural heritage and is a significant aspect of Japanese society. It dates back centuries, when it was common to take long trips to Shinto shrines and return with gifts for other family members as blessings.

Unlike in other countries where you purchase a souvenir for yourself, omiyage is specifically related to buying items for loved ones and colleagues while traveling. These souvenirs are usually related to Japanese cuisine as they're typically consumable. However, there are some exceptions to this rule. What's essential is selecting an item that represents the location you most recently visited.

After Nestle Japan began crafting Kit Kats with seasonal/regional flavors in the early 2000s, the use behind this sweet treat shifted to an omiyage as travelers could purchase items related to their most recent travels. Since the early 2000s, more than 300 flavors of Japanese Kit Kats have been created, with most featuring locally inspired tastes. Because of their convenient packaging and regional flavor offerings, Kit Kat gifts are the ideal option for omiyage.

Kit Kat Flavors Catered to Gifting

Nearly any Japanese Kit Kat can be an omiyage, especially those featuring regional flavors. With a large number of flavors available, including purple sweet potato, green tea, soy sauce, and passion fruit, it's easy to find an option that will excite your loved ones' taste buds.

A few of the most common flavors for gifting are strawberry, sake, and matcha. Depending on the region you visit, you'll likely see varying flavors that gear more toward certain tastes or ingredients. For example, Aomori is famous for its deliciously juicy apples, so Kit Kat has crafted apple-flavored chocolates in the past. When visiting Kagawa, you will likely come across a Kit Kat featuring salt from the Seto Inland Sea nearby.

Japanese Kit Kats are not only inspired by regional flavors, but also by seasonal offerings. One of the most popular omiyage options is the Kit Kat special edition Sakura chocolates. It only appears in the spring time, during cherry blossom season in Japan.

Cultural Significance of Gifting Kit Kats

As mentioned, the proximity of the pronunciation of Kit Kat in Japan to "Kitto Katsu" has made this yummy chocolate treat synonymous with good luck gifts for students, friends, and colleagues. Offering Kit Kat gifts for good luck began as a marketing campaign for the company, which encouraged consumers to purchase Kit Kats as encouragement for anyone with upcoming life challenges.

Not only did this help connect the Kit Kat good luck charm with students and individuals reaching major life milestones, but it also massively increased the sales of Kit Kats in Japan. Though the campaign is over, it remains popular to send/gift Kit Kats to others as a blessing or wish for success in a specific endeavor, on special occasions, and even during holidays.

Other Traditional Japanese Souvenirs

While Kit Kats are popular as Japan souvenirs, they're not the only item people traditionally gift to work colleagues, friends, and family. Quite a few other food-related souvenirs are brought back from travels to Japan, including traditional sweets, handmade crafts created by local artisans (like Hello Kitty charms related to a specific location), and regional specialties.

One top souvenir option for Japanese visitors is Tokyo Banana, the official sweet souvenir from Tokyo. It's a delicious sponge cake that features a rich banana-flavored filling. Those visiting Hiroshima will likely bring back a Momiji Manju, a maple leaf-shaped traditional sweet bun filled with sweet red bean paste.

Tips For Gifting Omiyage After Traveling

1. If you bring souvenirs back for coworkers, purchasing one for each colleague is essential according to Japanese etiquette.

2. Be sure to purchase an item (or items) that represent the location you visited during your travels.

3. Each omiyage is expected to cost between 1000 and 5000 yen. The key is to purchase items that are not overly cheap or expensive.

4. Only bring omiyage for the following: teachers and hospital workers (as a sign of appreciation), colleagues, neighbors, classmates, friends, and family.

Kit Kats and Japan Crate

Even without a visit to Japan, it's possible to pursue the tradition of omiyage with a Japan Crate subscription. Each monthly crate includes exciting, unique Kit Kat flavors that align with the monthly Japan-related theme, making this an ideal option for Kit Kat gifts. Beyond limited edition and seasonal Japanese Kit Kat offerings, these crates include traditional Japanese snacks like various senbei (rice crackers), konpeito (sugar candy), and other sweet and savory offerings.

Many Japan Crate customers have enjoyed the addition of Japanese Kit Kats in the boxes, noting the flavor variation each month is a real treat. Some have described the flavors included as a fun, sweet treat to receive.

Conclusion

Though Kit Kats are available outside of Japan in locations like Canada's Kit Kat Chocolatory or local grocery stores, the wide range of regional and seasonal flavors helps distinguish the uniqueness of Japanese Kit Kats. Additionally, their connection to Japanese gifting culture makes them a special souvenir that any coworker or loved one would highly appreciate. Considering the meaning behind offering omiyage to colleagues, family, and friends while providing the gift of a Japanese Kit Kat will show true appreciation and respect for your giftees of choice.

Immerse yourself more fully in the Japanese tradition of omiyage through a Japan Crate subscription. With a unique Kit Kat flavor in each box, alongside a mixture of traditional and exciting new snacks from Japan, you can help encourage loved ones during major life events. Create a more customized gift by including additional Kit Kat flavors from Sugoi Mart's Kit Kat Collection, where you'll find an array of Japan-exclusive Kit Kat options. Sugoi Mart is also home to a wide variety of Japanese snacks, including traditional offerings that are fantastic as omiyage gifts.