Still Popular! Taste Test Report on 6 Classic KitKat Flavors!
KitKat has been a staple Japanese souvenir for years, gaining worldwide attention as a beloved chocolate treat.
With its perfect balance of crispy wafers and chocolate, along with unique flavors inspired by Japanese culture—such as matcha and sake—KitKat has captivated fans from around the globe. Its wide variety, including regional-exclusive flavors, is another reason for its popularity.
This time, we’ll be taste-testing six carefully selected flavors, from classic to more sophisticated options, and diving deep into the charm of KitKat!
A Popular Souvenir! What is KitKat?
KitKat is a chocolate-covered wafer snack with a delightful crunch and rich aroma. It was first released in Japan in 1973 and celebrated its 50th anniversary in 2023.
With its perfect balance of chocolate and wafer, KitKat is sweet but not overwhelming, making it easy to enjoy multiple pieces without feeling too heavy.
The two-finger bar design makes it easy to eat, appealing to everyone from children to adults. It’s a treat the whole family can enjoy!
Another reason for its popularity is its convenient packaging. The original flavor comes in a large bag containing 13 individually wrapped pieces, making it easy to share or enjoy in small portions.
Each individual wrapper features a different uplifting message, adding a thoughtful touch. This makes KitKat a great small gift to share with others.
On the back of the wrapper, there’s even space to write a handwritten message! This thoughtful design adds to KitKat’s charm. Since “KitKat” sounds similar to the Japanese phrase “kitto katsu” (which means “sure to win”), it is often given as a gift for encouragement and support. More than just a delicious snack, KitKat is a treat that brings positive vibes!
Taste Test Report: 6 Regular KitKat Flavors!
For this taste test, we headed to Don Quijote, a popular store for purchasing Japanese souvenirs. Availability varies by location, but we were able to get the following flavors:
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Original
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Otona no Amasa: Adult Sweetness
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Otona no Amasa: Rich Matcha
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Otona no Amasa: Premium Strawberry
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Chocolate Orange
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Milk Tea
Let’s introduce them one by one!
Classic! KitKat Original
＜KitKat Original＞
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Price (tax included) |
685 yen |
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Quantity |
13 pieces |
The most familiar flavor for Japanese people is the Original. With its perfectly balanced mix of milk and sweetness, this chocolate is especially popular among children.
Among the six flavors we compared, the Original had the most pieces—13 in total—making it a great value.
The crispy wafer stands out just as much as the chocolate, creating the perfect combination that defines KitKat.
Out of all the flavors we tasted, this one felt the sweetest, likely because it delivers the pure chocolate sweetness directly. It’s highly recommended for those who love sweet treats or want a perfect companion for their coffee!
A Richer Flavor with Cocoa Cookies! Otona no Amasa
＜KitKat Otona no Amasa＞
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Price (tax included) |
685 yen |
|
Quantity |
12 pieces |
KitKat Otona no Amasa (Adult Sweetness) is designed with a slightly more refined flavor for adults. The series includes three flavors:
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Otona no Amasa (Chocolate)
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Strawberry
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Matcha
This version of KitKat is a bit more bitter than the Original, but don’t worry—it’s not too intense! Although it’s called “Otona” (Adult), it still has a noticeable sweetness. For reference, I often eat 70% cacao chocolate, and this one tastes sweeter than that.
The difference from the Original isn’t just the bitterness; it also has the toasty aroma of cocoa cookies! It seems that cocoa biscuits are blended into the chocolate, adding extra depth.
Just like the packaging, the individual wrappers are also black, giving them a sleek and stylish look.
The chocolate itself is slightly darker than the Original, and the wafer maintains its signature crispy and toasty texture.
Enjoy the Taste of Japanese Tea! Otona no Amasa Rich Matcha
＜KitKat Otona no Amasa Rich Matcha＞
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Price (tax included) |
685 yen |
|
Quantity |
11 pieces |
KitKat Otona no Amasa Rich Matcha is a flavor that is extremely popular among people from overseas! Since it offers a uniquely Japanese taste, many visitors choose to buy it. According to the store staff, it is so popular that it sometimes sells out.
The appearance is a beautiful green, just like matcha. It uses “Uji Matcha,” which is known in Japan for its high quality. The matcha has an elegant bitterness, deep sweetness, and rich flavor.
This high-quality Uji Matcha is blended into white chocolate and coats the wafer. The perfect balance of bitterness and sweetness makes it addictive.
The dark green granules on the surface of the chocolate are actually crushed cookies mixed with matcha powder. This extra touch seems to enhance the matcha aroma.
Among all the KitKat varieties, this one truly gives the strongest sense of Japan!
Perfect Balance of Sweetness and Tartness! Otona no Amasa Strawberry
＜KitKat Otona no Amasa Strawberry＞
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Price (tax included) |
685 yen |
|
Quantity |
11 pieces |
The “Strawberry” flavor in the Otona no Amasa series is different from typical strawberry chocolate. Its standout feature? Tartness! It’s not just sweet—it has the refreshing tanginess unique to real strawberries, giving it a more sophisticated taste.
The white chocolate is blended with real strawberry pieces and crushed biscuits, creating a slightly textured appearance, just like the matcha flavor. The wafer is also layered with strawberry cream, making each bite feel like you’re savoring fresh strawberries—both flavorful and satisfying!
The natural flavor, reminiscent of real strawberries, makes this a KitKat that can be enjoyed by both children and adults alike.
A Refreshing Aroma That Fills Your Senses! Chocolat Orange
＜KitKat Chocolat Orange＞
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Price (tax included) |
637 yen |
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Quantity |
7 pieces |
Chocolat Orange is bursting with a refreshing orange aroma the moment you take a bite.
The wafer is layered with a special cream infused with fresh orange juice, giving it a luxurious touch. The flavor is so refined, it’s reminiscent of gourmet chocolate from a specialty shop!
It pairs perfectly with coffee or tea, making it an ideal treat for tea time.
At first glance, it looks similar to the original, but the rich citrus aroma sets it apart.
The price is 637 yen (tax included) for 7 pieces. Compared to other flavors, it falls into a slightly more luxurious price range, but its flavor more than justifies the cost.
A Whole New Take on Chocolate! Milk Tea Flavor
＜KitKat Milk Tea Flavor＞
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Price (tax included) |
637 yen |
|
Quantity |
7 pieces |
KitKat Milk Tea Flavor offers a refreshingly unique twist, redefining the traditional chocolate experience.
The outer layer is smooth and creamy white chocolate. At first bite, you’ll notice its mellow, silky texture. Then, gradually, the rich aroma of authentic black tea spreads throughout your mouth.
This genuine tea flavor comes from the tea extract powder blended into the cream inside the wafer.
After finishing a piece, the rich milk tea flavor lingers, just like after sipping a real milk tea! This was a completely new experience for me—such a fun and unique flavor.
The price is 637 yen (tax included) for 7 pieces, the same as the Chocolate Orange flavor. It’s perfect for milk tea lovers and even for those who aren’t big fans of chocolate!
“Regional Exclusive” Flavors Are Worth Hunting For!
Source：KitKat Official website
In addition to regular and seasonal varieties, KitKat also offers “regional exclusive” flavors that can only be found in specific areas of Japan.
As of 2025, the following regional flavors are available:
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Hokkaido Ogura & Strawberry (Hokkaido)
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Shinshu Apple (Shinshu Area)
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Tokyo Island Lemon (Tokyo)
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Strawberry Cheesecake (Kanagawa: Yokohama)
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Wasabi (Shizuoka, Kanto Area)
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Azuki Sandwich (Tokai & Hokuriku)
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Itohkyuemon Uji Matcha (Kyoto)
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Itohkyuemon Uji Hojicha (Kyoto)
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Momiji Manju Flavor (Hiroshima)
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Amaou Strawberry (Kyushu)
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Beniimo (Purple Sweet Potato) (Okinawa, Kyushu)
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Masuizumi Japanese Sake
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Tsurubai Umeshu (Plum Wine)
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Mt. Fuji Pack – Blueberry Cheesecake Flavor
These flavors highlight local specialties and seasonal treats, making them a delicious way to experience each region.
The packaging designs are also uniquely crafted to reflect the culture and beauty of each location—some feature Mt. Fuji, Japanese tea, or other traditional elements. According to store staff, many people buy them not only as souvenirs but also as a memento of their travels.
With a single purchase, you get a taste of the region and a lasting memory of your journey—a perfect travel souvenir!
Where Can You Buy KitKat in Japan?
You can find KitKat at stores like Don Quijote, drugstores, and supermarkets.
Among them, Don Quijote offers a wide selection, from classic flavors to limited editions. In tourist areas, you’ll often find regional-exclusive flavors, making it a convenient place to shop efficiently and discover unique varieties!
Payke offers coupons that can be used at drugstores and Don Quijote! Whether you’re buying classic KitKat or a regional-exclusive flavor, don’t forget to use your coupon and enjoy great savings!