KitKat Lets Japanese Train Riders Pay With Chocolate Bars Instead Of Tickets

KitKat Lets Japanese Train Riders Pay With Chocolate Bars Instead Of Tickets

People can buy special packs of the chocolate bar to ride the Sanriku Railway.

Leah Gonzalez
  • 17 june 2014

As part of an initiative to rejuvenate tourism in the northern part of Japan, train travelers going on the Sanriku Railway can use KitKat as their train ticket.

The initiative is the first time that a Japanese rail company has allowed the use of chocolate bar packaging as a train ticket, but it isn’t the first project that the Nestle confectionery brand has done to support the reconstruction projects of the Sanriku Railway.

The Sanriku region was devastated by the Tōhoku earthquake and tsunami three years ago. The tsunami destroyed parts of the railway network and large areas of that part of the country.

Nestlé found out that team working on the reconstruction of the railway were being given KitKat goodies as a form of encouragement. In Japan, people often give each other KitKat as a message of good luck or encouragement since the name of the brand is similar to the Japanese phrase “Kitto-Katsu,” which roughly translates into “you will surely win.”


The KitKat brand started working with the Sanriku Railway and donating 20 yen — around 20 cents in USD — per bar to the rebuilding efforts. KitKat has also decorated two train stations and two trains with images of cherry blossoms, which symbolize hope in Japan. The Sanriku Railway Co. has already resumed full operations earlier this year, but the company continues to expect challenges when it comes to generating passengers because some areas in the region are still rebuilding.

The KitKat train tickets will be available starting this month and will be valid on the Sanriku Railway until May of next year.

The KitKat train ticket initiative shows how the brand continues to be involved in social projects and also shows how it stays strong in the Japanese market. According to the brand’s page, 150 KitKat bars are consumed worldwide every second. In Japan, it is the country’s favorite chocolate which is probably why the chocolate treat comes in a variety of special edition flavors like Wasabi, Purple Potato, European Cheese, Bean Cake, Kobe Pudding. These are only available in certain regions of Japan and include ingredients and flavors linked to a particular local area.


[h/t] Daily News


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Yesterday

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture Yesterday

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Horace Luke

Product As Service, Cities, Electric Vehicles

Travel Yesterday

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Yesterday

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Yesterday

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Yesterday

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials Yesterday

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Yesterday

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Yesterday

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail Yesterday

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Yesterday

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Yesterday

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Yesterday

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.