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FOOD: Kit Kats as You’ve Never Seen Them Before

A household name in Europe for almost a hundred years, the humble Kit Kat has been leading an exotic Asian double-life since their introduction to Japan in the 1970s. Unlikely as it might sound, Kit Kat has become the nation’s favourite chocolate bar – rapidly growing in popularity as increasingly mind-blowing flavours hit the shelves, from cherry blossom to sake, wasabi to matcha and even sweet potato. Cleverly leveraging the brand’s uncanny resemblance to the phrase “kitto kattsu” – “you will surely win” – Kit Kat have become a symbol of good luck and the perfect present in a country where the giving of sweets is a national custom.

Nestle’s thirst for innovation knows no bounds, continuing to surprise local fans with new Kit Kat concepts – bars wrapped in gold leaf, Kit Kat cakes, Kit Kat sushi and most recently the wildly popular millennial pink Kit Kat – made using chocolate specially developed using the naturally pink-toned ruby cocoa bean.

To get your head around Kit Kat’s Asian alter-ego, head to Tokyo’s speciality store in Ginza: The Kit Kat Chocolatory, 3-7-2 Ginza, Chuo-ku, Tokyo 104-0061