Nestlé Japan has done a sterling job of marketing KitKats for the domestic market by playing up the phrase “kitto katsu”, which sounds like “KitKat” and also translates to “sure to succeed”. As a result, the chocolate wafer bars have become popular good luck items, given as gifts and consumed by hardworking students hoping to pass their exams.
Now, with the January to March exam season almost upon us, Nestlé Japan has teamed up with the Nishitetsu taxi company in Fukuoka Prefecture, Kyushu, to provide a lucky cab service for locals in the area. Called the “Juken ni KitKat” model, or the “Sure to Succeed in the Exam” model, the eye-catching cars will come in two varieties.
Two yellow KitKat cabs will be available in Fukuoka City, with three in Kurume City.
As an added bonus, the first 2,000 people in each city to catch one of the specially marked taxis will receive a free “exam message” box of mini KitKats. Passengers will have to mention to the driver that they’re studying in order to receive one of the free packs.
Before their inaugural run, the vehicles were blessed by a shinto priest in a special ceremony at Kora Grand Shrine which included prayers for success in examinations.
Those looking to catch a lucky break in a specially wrapped taxi can book one by advance phone reservation during the promotional period to March 8. Phone bookings aren’t necessarily required, however, as the company says you’ll be given a dose of extra luck if you happen to hail down one of these by chance on the street.
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