In Japan, Kit Kats are more than just a simple chocolate bar. They’re a cultural touchstone. What started out as a modest milk chocolate wafer has transformed into a confectionary juggernaut with over 400 unique flavors. 

Thanks to this video, our eyes have been opened to the wonderful world of Japanese Kit Kat creation. You see, Kit Kat has been around in Japan since 1973, and it’s always been quite popular here. 

In fact, today, Kit Kat is Japan’s number one chocolate brand. Now, you’ll be able to find all sorts of Kit Kat flavors in Japan that you won’t be able to find anywhere else. 

There’s even a variety of regional Kit Kat flavors within Japan itself. From Melon up in Hokkaido to Purple Sweet Potato down south in Kyushu, there’s always a unique Kit Kat to try. How could one brand of chocolate possibly come up with so many variations? 

Accomplished Pastry Chef Yasumasa Takagi is the man that makes it happen. 

When Chef Takagi first got involved with the Kit Kat brand, there was only the milk chocolate variety. That was only the beginning. The first flavor to diverge from the basics was passionfruit, or “Passionate Passion Fruit”, as Takagi calls it. From there, the floodgates were opened and Kit Kats would never be the same again in the land of the rising sun. 

Some of the most popular flavors include white chocolate, dark chocolate, rum raisin, matcha green tea, strawberry cheesecake and even sake kit kats! Chef Takagi himself has been responsible for over 50 of Kit Kats most successful and celebrated flavors in Japan. 

But do we really need 400 different flavors of Kit Kat bars? According to Chef Takagi, yes we do. 

The reason? Well, what other reason is there to create candy? Happiness, of course. 

“Ultimately, I want to make people feel happy, moved and surprised,” says Takagi. “Unless there’s a wide variety of Kit Kats, it’s not possible for a wide range of people to be happy.” 

That’s more than enough reason for us. Keep those wonderfully unique Kit Kats coming, Chef Takagi!