The Art of Gifting: Kit Kats as Souvenirs in Japanese Tradition

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 Sugoi Mart, your one-stop shop for authentic snacks and collectibles from Japan. 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 Kat 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 If you bring souvenirs back for coworkers, purchasing one for each colleague is essential according to Japanese etiquette. Be sure to purchase an item (or items) that represent the location you visited during your travels. Each omiyage is expected to cost between 1000 and 5000 yen. The key is to purchase items that are not overly cheap or expensive. Only bring omiyage for the following: teachers and hospital workers (as a sign of appreciation), colleagues, neighbors, classmates, friends, and family. Kit Kats and Sugoi Mart Even without traveling to Japan, you can still take part in the tradition of omiyage with Sugoi Mart! Sugoi Mart offers a wide selection of Japan-exclusive Kit Kat flavors, from seasonal treats to rare regional varieties. Beyond Kit Kats, Sugoi Mart carries a vast range of authentic Japanese snacks, including traditional sweets and exclusive, limited-time offerings. Whether you’re looking for the perfect omiyage or just want to treat yourself to a taste of Japan, you’ll find plenty of options to explore. Conclusion Though Kit Kats are available worldwide, Japan-exclusive flavors and their deep connection to gifting culture make them truly special souvenirs. Whether you’re traveling or shopping online, gifting Japanese Kit Kats is a thoughtful way to show appreciation and respect for your loved ones. Explore Sugoi Mart’s Kit Kat Collection to find rare and limited-edition flavors straight from Japan. Want more Japanese snacks and goodies? Sugoi Mart has an extensive selection of authentic treats, collectibles, and souvenirs to help you experience the best of Japan from anywhere in the world!