Spring is approaching (well, for some of us anyways) and no one understands this better than the Japanese. The cherry blossoms (sakura) will be in bloom followed by the intense and dreaded college entrance exams that many Japanese students study so hard for.
Parents of these students express their support buy buying them chocolate in the form of Kitkats! They do this because the the name of Kitkat in Japan “Kitto Katsu” translates to “you shall surely win/be victorious”. The Japanese love plays on words and puns, so of course they see KitKat as a very auspicious chocolate bar. Nestle (who makes KitKats in Japan, not Hershey) noticed the increased demand for the candy and has happily complied. They even released a limited edition Sakura Kitkat last year especially for the occasion.