There have been more than 300 limited-edition seasonal and regional flavors of Kit Kat chocolate bars produced in Japan since 2000, many exclusive to the country and not produced elsewhere.[1][2] Nestlé, which operates the Kit Kat brand in Japan, reports that the brand overtook Meiji Chocolate as the top-selling confection in Japan from 2012 to 2014.[3] The company's marketing campaign, which partnered with Japan Post to sell the bar in 20,000 post offices, won an award in 2010.[4] The campaign encouraged associations of the product's name with the coincidental cognate Kitto Katsu (きっと勝つ), translated as "You will surely win",[5] and could be mailed as a good luck charm for students ahead of university exams.[2]