When it comes to luxury chocolate, a Kit Kat bar may not be the first thing that comes to mind. Although, in Japan, the American Halloween favorite is a delicacy with flavors ranging from Cherry Blossom to Brandy and Orange.

What began as the perfect pairing with a cup of tea, Kit Kat has grown into a chocolate empire, revolutionizing the way the world sees the simple wafer-and-chocolate treat. From its humble beginnings to how it became a full-on specialty chocolate, here is everything you need to know about Japan and the Kit Kat:

Japan has created over 300 exotic Kit Kat flavors.

Ever thought of trying a wasabi-flavored Kit Kat bar? Or a baked Kit Kat? Japan’s unique market for strange and out-of-the-ordinary Kit Kat flavors is something Americans can only dream of. If you live in Japan, mind-blowing flavors like baked potato and soy sauce are your everyday reality.

According to Nestle, 150 Kit Kat bars are consumed every second.

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Kit Kat’s winning combination of crunch and sweetness wins people over across the globe, and the numbers prove it.

In Japan, Kit Kat bars are used as good luck charms for students.

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Initially, Kit Kat rose to fame as good luck presents for students taking college entrance exams. According to the Telegraph, the word “Kit Kat” sounds similar to the Japanese phrase for “surely you will win” or “kitto katsu.” From there, the brand’s name took off.

Chef Takagi’s first exotic Kit Kat flavor was passionfruit.

In 2005, Chef Takagi, a famed Japanese chocolatier, created his first collaborative confection with Kit Kat. The passionfruit flavor was selected by Nestle out of 30 other ideas that Takagi submitted for approval. Takagi explains, “The challenge is how to make something handmade out of an industrial brand. The Kit Kat has three perimeters: the chocolate, the wafer and the cream. The chocolate and cream are where we can be most creative. For me, my goals are the same as in my work as a patissier. I want to surprise people, I want to make them happy and I want to somehow create an emotional reaction. I’m always looking for new textures and new flavours.”

Japan has pioneered countless Kit Kat inventions.

In Japan, the iconic candy serves as much more than just a simple chocolate. According to the Telegraph, Kit Kat launched a bar that doubled as a train tickets to support regional recovery after the 2011 tsunami, earthquake, and nuclear disaster. Additionally, Kit Kat has introduced customizable packaging which fans can design for parities.

[via The Telegraph]