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The Englishman blog Tokyo Times has a great post about Kit Kats being eaten now in the junior high and high school exam season.

The name Kit Kat you see closely resembles the expression Kitto katsu, which translated directly into English means definitely win. Resulting in the chocolate covered biscuit being adopted as a lucky charm for students to buy for themselves, and parents and friends to proffer as a luck inducing gift.

After some research I found that BBC News also covers this story.