Nestlé Japan has changed the outer bags for its KitKat multipacks from paper to plastics, in a move that the company expects will save approximately 380 tons of plastic per year. In addition, consumers will be able to make a paper crane out of the paper packaging.
The crane is a traditional Japanese symbol for conveying thoughts and wishes to loved ones. There's also the opportunity to write a message on the paper cranes.
This ties in with the brand's association as a popular good luck charm in Japan.. Kitto Katto, as KitKat is pronounced in Japan, sounds a lot like kitto katsu, which can loosely be translated as "you will surely win."
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