BBC News : Japan snaps up 'lucky' Kit Kats

Students in Japan have reportedly caused sales of Kit Kat bars to soar, by adopting them as lucky charms.
The name of the chocolate bar resembles a Japanese expression - "kitto katsu" - used by students to wish each other luck before exams.

The phrase has been translated roughly as: "I hope you will win."
East Asian supersticiousness should be used more often in marketing strategies. Chinese people are even more superstitious.