# Exclusive Postal Chocolates Kit Kat's Limited-Edition Chocolate is Only Available at Japan Post By Laura McQuarrie | Published 2016-10-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/limited-edition-chocolate References: [en.rocketnews24](http://en.rocketnews24.com/2016/10/29/japanese-new-years-kit-kats-available-exclusively-from-post-offices-around-the-country/) & [nestle.co.jp](http://www.nestle.co.jp/media/pressreleases/allpressreleases/documents/20161025_kitkat.pdf) The arrival of the year 2017 also brings in the Year of the Rooster according to the Chinese zodiac, so [Kit Kat](https://www.trendhunter.com/trends/kit-kat-duo) is launching a limited-edition chocolate collection known as the '2017 Kit Kat Otoshidama.' There are a number of giftable boxes to collect, each one with a different image of a rooster on the front, including ones where the bird is dressed up as Mount Fuji, an eggplant and a hawk. On the inside of these boxes are individually wrapped chocolates that also feature the charming rooster character. What's most interesting about the Kit Kat Otoshidama chocolates is that they are being released exclusively through [Japan Post](https://www.trendhunter.com/trends/zukkyunpost-office), meaning that people in Japan will have to head to their local post office in order to get their hands on these [limited-edition Chinese New Year chocolates](https://www.trendhunter.com/trends/year-of-the-fire-horse-chocolate). ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 32% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Limited-edition Postal Chocolates:** The trend of limited-edition postal chocolate collections, like Kit Kat's 2017 Otoshidama, exclusively sold through nontraditional retail channels such as post offices. - **Zodiac-themed Chocolate Collections:** The trend of launching zodiac-themed chocolate collections, like Kit Kat's Otoshidama, as a way of capitalizing upon cultural events and festive occasions. - **Individually-wrapped Chocolates:** The trend of offering limited-edition chocolates in individually wrapped packaging, like Kit Kat's Otoshidama, that allow for personalized and giftable options for consumers. ### Who This Affects Most - **Confectionery:** Opportunities for confectionery companies to diversify their product offerings and sales channels through limited-edition collections like Kit Kat's Otoshidama. - **Postal Services:** Opportunities for postal services like Japan Post to partner with brands for exclusive product releases to increase foot traffic and revenue in their retail locations. - **Gift Retail:** Opportunities for gift retail companies to offer exclusively sold limited-edition chocolate collections like Kit Kat's Otoshidama as a unique offering to their customers. ## Related on Trend Hunter - [Celebratory Cartoon Candy Bars](https://www.trendhunter.com/trends/japanese-kitkat.md) - [Collaborative Bear-Themed Valentine's Gifts](https://www.trendhunter.com/trends/kitkat-x-afternoon-tea.md) - [Customizable Lunar Year Boxes](https://www.trendhunter.com/trends/lunar-new-year-goodies.md) - [Sweet Bean Shake Chocolates](https://www.trendhunter.com/trends/kitkat-original-zunda-shake-flavour.md) - [Mailable Chocolate Bars](https://www.trendhunter.com/trends/postie-chocolate-bars.md) - [Santa-Themed Chocolate Treats](https://www.trendhunter.com/trends/kit-kat-santas.md) - [Collaboration Confectionery Candy Bars](https://www.trendhunter.com/trends/sugar-butter-tree-x-kitkat.md) - [New Year-Inspired Snack Boxes](https://www.trendhunter.com/trends/new-yearinspired-snack-box.md) - [Multi-Flavored Chocolate Bars](https://www.trendhunter.com/trends/kit-kat-duo.md)