Legend has it that some bright spark noticed that the Japanese pronunciation of Kit Kat (kitto katto) sounds a lot like “kitto katsu” – to surely win. As a result, kids taking exams etc started buying them for good luck and Nestle marketing leaned into it and they started producing these Kit Kats with inspirational messages on them around exam season.
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Legend has it that some bright spark noticed that the Japanese pronunciation of Kit Kat (kitto katto) sounds a lot like “kitto katsu” – to surely win. As a result, kids taking exams etc started buying them for good luck and Nestle marketing leaned into it and they started producing these Kit Kats with inspirational messages on them around exam season.
Fun, but never forget ~ r/FuckNestle
An [article](https://www.bokksu.com/blogs/news/how-japanese-kit-kats-became-a-good-luck-charm-in-japan)/shopping opportunity about it.