キットメール (Kit Kats for mailing!)Posted: September 10, 2009
“キット、サクラサクよ” means something along the lines of “the cherry blossom blooms”. This ‘inspirational’ quote is featured on this special edition Kit Kat in a box, designed for posting. I discovered this one in January 2009. In Japan, in February/March, college entrance exams are held. Nestle, makers of Kit Kat, have latched onto the fact that ‘Kit Kat’ sounds a lot like the Japanese phrase ‘kitto katsu’, which means something like ‘I hope you will win’, and created this specially designed Kit Kat in a box, which you can send to each other to wish luck on the exams, and even write a message on!
This is not a new idea – it seems to have been going on in Japan for a while now! I even found a mention on the BBC website from 2005!
So, why the cherry blossom? Well, the phrase “キット、サクラサクよ” (‘kitto, sakurasaku-yo’), whilst directly meaning that the ‘cherry blossom blooms’ is symbolic of ‘passing the test’. And, it just so happens that the college entrance ceremonies are held during April – which is when the cherry blossom blooms!
It’s all terribly clever, isn’t it? 😉
(See here for a report about how successful this campaign was!)