In Japan, the name Kit Kat sounds similar to the Japanese phrase "Kitto Katsu", which means "will surely win". The brand had been thought of for many years as a good luck charm for students preparing for exams. They were often given to students by family, friends and teachers. 
Examinations were not about competing with others but about the students facing themselves. Kit Kat wanted the students to know that while they were dealing with anxiety and pressure, they did not have to feel completely alone.