I know that tourists (especially some Westerners) get excited when they see the amount of flavors (there are about 300) Japan has for Kitkat (other than chocolate, white chocolate or mint) such as: Matcha, Wholegrain, Chesecake, Sake & etc. Also Kitkats in Japan are given as a gift towards students akin to a good luck charm (so it's not only eaten as a snack), since you can write messages on the back of the packaging. Secondly, Kitkat is also a pun for きっと (as in "surely") while 勝 (かつ) means to "Win".