EATAKU

I travel for work. I eat for fun.

137 notes

Kit Kat Chocolatory, Tokyo

image

As many of you know, I’ve been finding, buying, tasting, blogging and talking about Japanese Kit Kats longer than just about anyone or any other blog I can think of. Which is odd, as I’m not a sweets guy. I just naturally fell into it as I love the diversity and cultural sensibilities attached to the “Japanification” of an iconic American food brand.

I’ve been their biggest cheerleader and supporter for years, so it’s with no great pleasure that I have to tell you that I was rather disappointed with the opening of the world’s first Kit Kat specialty shop in Tokyo, Japan this past weekend.

There was all kinds of hype and talk about Nestle Japan’s marketing, business and expansion plans, but in the end, when you get right down to it, all this “Kit Kat Chocolatory” is is a new way for the company to push three “exclusive” Kit Kats we’ve actually seen before.

But they do it in style, I’ll give them that.

The shop itself is located in the basement of the Seibu Department Store in Ikebukuro Station. And as soon as you get off the train, the signage tells you you’re headed in the right direction…

image

image

image

When you do finally arrive at the Chocolatory, there is, of course, the mandatory Japanese line. The wait when I got there, at around 1:30pm, was about thirty minutes, which ain’t all that bad…

image

However, the gentlemen waiting at the end of the line, as you see here, held a sign informing shoppers the exclusive Sublime Bitter Chocolate Kit Kats had already sold out…

image

However, we were assured that if we do get in line, we were guaranteed  to get our hands on the two other exclusive flavors they offered… Chili and Sakura Green Tea.

Now this is where I call “bullshit” as both are flavors we have seen before in their prefectural/regional offerings in past! Yes, these Kit Kats may be a tad more fancy as they were supposedly made by famed Japanese pastry chef Yasumasa Takagi, but they’re still flavors that us “Kit Kat connoisseurs” are familiar with, no matter how ritzy…

image

And truth be told, Sublime, while the most “original” concept candy bar here, is a nothing but a souped up version of their “Otona” or “Adult” line of flavored wafers….

image

While you wait in line to buy these “exclusive” Kit Kats you’ve probably had before, at least they’ve created a display case full of Nestle related things to look at, like Japanese pop star Miwa’s new “Kito Katsu” packaging for luck in the upcoming examination period in Japan…

image

Or a Kit Kat cake…

image

image

All the while creeping closer to the chocolate covered goal…

image

But not before you check out the “Kit Kat History” display, which is pretty fun…

image

image

image

image

image

Then there’s the cool and kitschy Kit Kat chandelier they’ve created…

image

And the next thing you know, it’s finally time to shop…

image

But you only have two choices as the store sells nothing else…

image

You get Chili…

image

Or Sakura Green Tea…

image

Turns out they only offer 300 boxes of Sublime Bitter Chocolate a day and they sell out by noon, I was told.

After all that, you pay 400 yen a pop for a box of four Kit Kats and are on your way…

image

I do have hope that things in Kit Kit Land Japan will improve once the initial buzz about this place dies down. That they’ll use Chef Takagi’s abilities a bit better, create more unique (and seasonal!) Japanese flavors, and even start offering more regional varieties here in the Tokyo shop.

But as things stand now, you can find these three Kit Kat flavors, as well as several others, in many convenience stores, and all airports and large train stations, across Japan!

Filed under Tokyo Japan Ikebukuro Seibu Kit Kat specialty shop

  1. fujoeshi reblogged this from eataku
  2. emaleemarcela reblogged this from eataku
  3. labellevoie reblogged this from darklightichi
  4. darklightichi reblogged this from eataku
  5. yourbrotherssisterwife reblogged this from eataku
  6. camgoldman reblogged this from eataku
  7. abrooklyngirl reblogged this from eataku
  8. hawaiianbistro reblogged this from eataku
  9. welcome-to-the-flame-nigguh reblogged this from eataku
  10. yorkiedoo reblogged this from eataku
  11. dasdritteauge reblogged this from eataku and added:
    The crazy Japanese passion for KitKat!
  12. razmm reblogged this from eataku
  13. buttonsoverjackets reblogged this from eataku
  14. theotherprofessor reblogged this from eataku
  15. sirdarlig reblogged this from eataku and added:
    Apparently kit-kats are hugely unique and interesting internationally. THIS IS WHY I WANT TO TRAVEL!
  16. togrrishuman reblogged this from eataku
  17. omoshiroianime reblogged this from eataku
  18. iamusing reblogged this from eataku