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# Mystery Chocolate Boxes
KitKat's Blindfold Chocolatory Doesn't Reveal the Flavors on Packaging

By Laura McQuarrie | Published 2020-04-08 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/blindfold-chocolatory
References: [soranews24](https://soranews24.com/2020/04/04/japanese-kitkats-up-the-frisson-of-excitement-with-their-limited-premium-blindfold-chocolatory-line/) & [nestle.jp](https://nestle.jp/brand/kit/chocolatory/mekakushi/)

In Japan, [KitKat](https://www.trendhunter.com/trends/kitkat-bars) is known for creating some of the most [unique chocolate bar flavors](https://www.trendhunter.com/trends/kitkat-nescaf) and its new line, Blindfold Chocolatory, is designed to keep people guessing. The KitKat box features a design by illustrator Misaki Tanaka and depicts one person with their hands over the eyes of another, representing the blind tasting experience.

In the mystery box of chocolates, there are even more unique illustrations to discover, as each of the individually wrapped chocolates is only differentiated by imagery and not a description of its flavor. While some scenes depict people hanging clothes on a laundry line, others show people with their pets or significant other.

To create more of an experience and encourage more enjoyment of products, many food and beverage brands are turning to [mystery product packaging](https://www.trendhunter.com/trends/quality-street-mystery-flavor).

Image Credit: KitKat

## Trend Insights (Trend Hunter)

- Score: 4.9/10
- Popularity: 68% | Activity: 69% | Freshness: 9%
- Audience gender: 30% men, 70% women
- Primary generations: Millennial
- Top markets: Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food)

## Key Themes

### Key Themes Behind This Trend

- **Mystery Product Packaging:** Creating a sense of excitement and surprise by not revealing the product descriptions on packaging.
- **Blind Tasting Experience:** Offering a unique sensory experience by removing the ability to identify flavors before consuming.
- **Unique Flavor Varieties:** Introducing unusual and unexpected flavor combinations to captivate consumers' taste buds.

### Where This Applies

- **Food and Beverage:** Implementing mystery packaging to enhance consumer engagement and enjoyment of products.
- **Confectionery:** Exploring blindfolded tasting experiences to differentiate and attract customers with a sense of adventure.
- **Illustration and Design:** Creating captivating and artistic packaging designs to enhance the mystery and intrigue of products.

## Related on Trend Hunter

- [Whisky Blind Boxes](https://www.trendhunter.com/trends/whisky-blind-box.md)
- [Celebratory Cartoon Candy Bars](https://www.trendhunter.com/trends/japanese-kitkat.md)
- [Anniversary-Honoring Chocolate Products](https://www.trendhunter.com/trends/kitkat-bars.md)
- [Multi-Colored Chocolate Bars](https://www.trendhunter.com/trends/multicolored-chocolate-bars.md)
- [Inclusive Chocolate Packaging](https://www.trendhunter.com/trends/the-holiday-braille-box.md)
- [Mysterious Ice Cream Packs](https://www.trendhunter.com/trends/mystery-tasting-pack.md)
- [Mystery Toothpaste Boxes](https://www.trendhunter.com/trends/blind-box-toothpaste.md)
- [Sweet Bean Shake Chocolates](https://www.trendhunter.com/trends/kitkat-original-zunda-shake-flavour.md)
- [Shareable Dessert-Inspired Chocolates](https://www.trendhunter.com/trends/kitkat-sharing-bars.md)