The story of how Kit Kats, once a British chocolate export, became a booming business from Hokkaido to Tokyo — and changed expectations about what a candy bar could be.

The seven-story Don Quijote megastore in the Shibuya district of Tokyo is open 24 hours a day, but it’s hard to say when it’s rush hour, because there’s always a rush. A labyrinth of aisles leads to one soaring, psychedelic display after another presided over by cartoon mascots, including the mascot of Don Quijote itself: an enthusiastic blue penguin named Donpen who points shoppers toward toy sushi kits and face masks soaked with snail excretions and rainbow gel pens and split-toe socks. The candy section is vast, with cookies and cakes printed with Gudetama, Sanrio’s lazy egg character, and shiny packages of dehydrated, caramelized squid. It’s one of the few places where an extensive array of Japan’s many Kit Kat flavors are for sale. Though the chocolate bar is sold in more than 100 countries, including China, Thailand, India, Russia and the United States, it’s one of Japan’s best-selling chocolate brands and has achieved such a distinctive place in the market that several people in Tokyo told me they thought the Kit Kat was a Japanese product.

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