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Japanese KitKat flavors are special because they are unique and not available in other countries. They are often given as gifts to wish good luck. The unique flavors are part of the marketing strategy to make it more appealing to the Japanese customers.
Nestle Japan, which is the producer of KitKat, has been releasing a wide variety of flavors since 2000, and they are constantly coming up with new and exciting flavors to keep customers interested. Some popular flavors include matcha green tea, sweet potato, and cherry blossom. These flavors are not only delicious, but they are also steeped in cultural significance.
The packaging of these Japanese KitKat's are also special and are designed to be visually appealing and reflective of the flavor.