Tasteful Toast X Yami: Let’s Talk About Japan’s Wild KitKat Industry
Originally published on Yami, with new photos/edits from the Tasteful Toast.
This article has been written by Ossiana, one of Yami’s culinary guides.
What do you think the most popular chocolate in Japan happens to be? Meiji? While that used to be the case, it’s not correct anymore. KitKat has been the top of the list for almost a decade! Surprised? Well, there’s a lot more to this story that might shock you.
KitKats originated in America, but when the brand hit Japan, this classic snack took on a brand new life of its own. Nowadays, KitKats are more popular in Japan than they are in America. They also come in dozens of flavors not normally found stateside.
Much of the popularity boost dealt with the phrase kitto kattsu, which translates into, “you will surely win.” The KitKat company encouraged Japanese buyers to send them to people who need a good luck charm — especially during exams.
Curious about what it’s like to sink your teeth into a now-classic Japanese good luck charm? I hit up Yami for some of the most popular KitKat flavors currently in Japan to find out.
Strawberry Milk Flavor KitKat
Do you remember having pink Nesquik when you were a kid? That lightly berry flavor that had that nice hit of milk? Most of us experienced that delicious flavor. When you take a bite of a Strawberry Milk KitKat, the first hint of flavor is very similar. It also smells identical to strawberry milk.
Once you actually start chewing on the bar, you get to taste a little change in flavor. It turns into something that is more like strawberry shortcake. Love, love, love! This goes really well with a berry tea, if you like to pair drinks.
Melon Flavor KitKat
Out of all the flavors I tried, I was the most nervous about melon. I didn’t know what to expect, but needless to say, it quickly turned into my favorite. Melon flavor smells exactly like a strawberry Starburst candy.
Biting into this is a serious treat. It’s sweet, tastes like a fruitier version of a strawberry shortcake, and have a nice, melon-like aftertaste. It’s not a stretch to call this the ultimate snack for people who want to see a refreshing side of KitKat.
Crepe White Chocolate Flavor KitKat
Out of all the Japanese KitKat bars I tried, this one had to be one of the most similar to American styles — with a twist, of course. As the flavor name suggests, Crepe White Chocolate is meant to mimic the flavor of a French crepe topped with white chocolate. (French crepes, by the way, are super popular in Japan.)
There is definitely a lot of similarity to a regular white chocolate KitKat like you’d find in stands stateside. However, there are literal bits of crepe seemingly blended into them. This gives the KitKat a more pastry-like flavor that’s not cloyingly sweet. It’s absolutely delicious, especially when served with a cappuccino!
Milk Tea Flavor KitKat
Most people think of KitKats and think of lightly flavored, bite-sized treats. Milk Tea might have cute “prep-inspired” packaging, but do not underestimate this flavor! This is actually the only KitKat bar flavor that was so powerfully flavored, you could actually get a whiff of the tea from outside the bag.
Milk Tea KitKats are not for the faint of heart. This is a flavor that will kick you in the tastebuds, in a good way. It’s incredibly similar to the scent and taste of Earl Grey, with a dash of milk. The thing is, this is a shockingly herbal KitKat. I wasn’t expecting it. It’s an incredible tip of the hat to British tea fans everywhere.
Matcha Green Tea Chocolate Flavor KitKat
Fun fact: green tea was the first “designer” KitKat bar to hit Japan in 2004. Nowadays, there are several iterations of it that you can choose from. To get an authentic taste of Japan, you just have to grab one of these green KitKats. It’s currently one of their most popular flavors.
Green tea KitKats have an amazing earthy and herbal taste to them that tea lovers will adore. It’s surprisingly creamy, finishing off with a nice bite of chocolate that you can taste in the center. If you are a fan of green tea cake, then this KitKat flavor will be downright addictive.
