If you're a Kit-Kat fan, you might've noticed that convenience stores in Tokyo have been running low on Kit-Kat supplies in recent weeks. The reason is because it's that time of year when Japanese students must prepare for their National Center Test, which is Japan's university admissions exam. Held annually on a weekend (YES, A WEEKEND) in mid-January, the test determines whether a student will be allowed entrance into college or must endure another year of preparation. There are no retakes or allowances for tardiness (we can't help but wonder what would have happened if the test was yesterday when train commuters faced delays because of the snow).
But what does this have to do with Kit Kat? And aren’t Snickers more satisfying anyway? Well, they're not just gorging on the sugar because of long studying hours. It's because 'Kit-Kat' sounds similar to 'kitto katsu', which means 'you will surely win' in Japanese. Around this time of year, the brand even packages the lucky chocs in a pentagonal box, because 'pentagon' in Japanese sounds like ‘gokaku’, which means ‘passing’. You can pick up the limited-edition box (pictured above) as well as other rare flavours at Kit Kat Chocolatory at Seibu Ikebukuro department store.
And it's not only Kit-Kat that jumps on the commercial wordplay bandwagon. Throughout January, you'll come across snacks like potato chips with ton-‘katsu’ flavour, v-shaped candies and plenty of pentagonal packaging. Even if you’re not taking the Center Test, there’s no harm in snacking on a good luck charm, right?
– By Mineta Suzuki