Nestlé is launching a KitKat boutique in Japan.
The KitKat ‘Chocolatory’ store will open in Tokyo with three varieties of the chocolate bar; Sublime Bitter, Special Sakura Green Tea and Special Chilli made in collaboration with Japanese chocolatier Takagi.
“KitKat is close to being a cult product in Japan, and it is a very special market for us,” said Stewart Dryburgh, global brand manager, KitKat.
Globally, 650 KitKat fingers are consumed every second worldwide and, in Japan, the brand has been the country’s favourite chocolate since 2012.
KitKat fans in Japan have been able to choose from varieties including Purple Potato, Cinnamon Cookie, European Cheese, Bean Cake and Wasabi - different from those anywhere else in the world.
These special varieties are available only in certain regions of Japan, using ingredients and flavours linked to the local area. KitKat Kobe Pudding, for example, has a creamy custard pudding flavour, with a hint of citrus and only available in Kobe.