Nestlé Opens First KitKat Shop

Nestlé has launched the first-ever KitKat boutique in Japan that features a variety of exclusive flavors created in partnership with Japanese chocolatier Takagi.

The KitKat Chocolatory is located in the Seibu department store in Tokyo's Ikebukuro district and currently features three special varieties created by Takagi: sublime bitter, special sakura green tea and special chili.

“KitKat is close to being a cult product in Japan, and it is a very special market for us,” says Stewart Dryburgh, global brand manager, KitKat. “I’m thrilled that this shop will allow us to showcase new KitKat premium products.”

KitKat’s success in the region has been fuelled by the launch of hundreds of special edition flavors created to reflect regional specialties. Among the flavors that have been featured in the past are purple potato, European cheese, bean cake and wasabi.

These special varieties are available only in certain regions of Japan, using ingredients and flavors linked to the local area. KitKat Kobe Pudding, for example, has a creamy custard pudding flavor and is only available in Kobe.