There have been more than 300 limited-edition seasonal and regional flavors of Kit Kat chocolate bars produced in Japan since 2000, many exclusive to the country and not produced elsewhere.Nestlé, which operates the Kit Kat brand in Japan, reports that the brand overtook Meiji Chocolate as the top-selling confection in Japan from 2012 to 2014.The company's marketing campaign, which partnered with Japan Post to sell the bar in 20,000 post offices, won an award in 2010.The campaign encouraged associations of the product's name with the coincidental cognate Kitto Katsu (きっと勝つ), translated as "You will surely win", and could be mailed as a good luck charm for students ahead of university exams.
Kit Kats were introduced to Japan in 1973 when British confectioner Rowntree's made an agreement with Japanese confectioner and restaurant owner Fujiya. In 2014, they were the top-selling confection in the country. The Kit Kat brand took the number one sales position from Meiji chocolate in 2012, though Meiji remains the leading confection company in Japan overall.
Kit Kats in Japan are produced at Nestlé-owned factories in Himeji and Kasumigaura. The milk chocolate used for Kit Kats is made from whole-milk powder and Nestlé buys most of its cacao beans from West Africa.
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