Christmas Miracle with Marketing: “KFC for Christmas” in Japan

Average- 5 Min Read

Christmas Season is Coming!

In many countries, Christmas is celebrated as a major event, bringing joy to people and opportunities to businesses.

For individuals, it’s a time filled with festive sales and special activities like concerts and illuminations. For businesses, it’s one of the most profitable times of the year. With people eager to spend as the year ends, sales of Christmas-themed products rise, often selling out quickly.

The global influence of Christmas is even reflected in pop culture. Every year, the iconic holiday song “All I Want for Christmas Is You” climbs back to the top of global music charts, showcasing the widespread impact of this festive season.

The way Christmas is celebrated varies greatly across cultures. One particularly interesting tradition is Japan’s Christmas food choice—KFC. As shown in the graph below, many Japanese people eat fried chicken on Christmas Day.

When I studied abroad, I was frequently asked if it was true that Japanese people eat KFC for Christmas. It is true, but the question surprised me at first. One reason I was surprised was the belief of Japanese that Americans also eat KFC for Christmas, though that’s not actually the case. This unique tradition has made Japanese Christmas celebrations stand out worldwide.

How did it all start?

In the 1940s and 1950s, Japan’s economy began to flourish, growing at a rapid pace. With increased spending power, people sought more pleasurable ways to enjoy life, including indulging in Western culture, which was highly influential at the time.

Western fashion, food, and trends captured Japanese interest. Reflecting this fascination, the 1970s saw the arrival of several American fast-food chains in Japan, such as Baskin-Robbins and Mister Donut. The fast-food industry in Japan grew by an incredible 600% between 1970 and 1980.

KFC entered the Japanese market in 1970, and by 1981, the brand had opened over 300 stores, generating approximately $200 million annually.

So, how did KFC turn Christmas into a profitable tradition in Japan? The answer lies in their clever marketing strategy that tied their brand to the holiday season.

Let’s explore how KFC combined Christmas and their business to create one of Japan’s most unique and enduring holiday traditions.

Christmas Miracle of KFC

During this period, Christmas was not widely celebrated in Japan due to the small number of Christians in the country. As a result, most people were unfamiliar with how to celebrate this special day.

Even people from foreign countries couldn’t celebrate in their usual ways. In many Western countries, turkey is a traditional Christmas dish, but it was difficult to find in Japan. It made it difficult to experience the authentic Christmas celebration.

KFC Japan recognized this as an unique opportunity. They realized that the growing interest in Western culture could translate into significant profits during the holiday season. By acting quickly, they could establish themselves as a dominant player in the market.

KFC invested heavily in promotions, using TV commercials and posters with the slogan “Kentucky for Christmas” and featuring Colonel Sanders dressed as Santa Claus.

Additionally, the owner of KFC Japan utilized the power of the media to solidify this connection.

During an interview with the national broadcaster NHK, he was asked whether fried chicken was a common Christmas meal in Western countries.

He confidently replied, “Yes,” even though it wasn’t true. Whether this was intentional or an honest mistake, the statement boosted public trust and helped cement the association of KFC with Christmas in Japan.

It succeeded. It aligned with people’s interest in Western culture and the growing trend of celebrating with others at parties, fueled by increased spending power.

Even now, many Japanese people believe that it’s a common tradition worldwide. They dominate the Christmas market.

Today, KFC markets fried chicken for Christmas with the slogan, “クリスマス、ケンタッキーにしない?“ (Why don’t we go to KFC for Christmas?). They link this to their usual slogan, maximizing their identity as a Christmas tradition and using it as a marketing tool

Impact of KFC Christmas

There are two key facts that highlight the significant impact of KFC’s Christmas promotion in Japan.

Firstly, KFC’s profits during the Christmas season are extraordinary. In fact, their Christmas sales reach about 7 billion yen (approximately 47 million dollars), which accounts for 10% of their total annual profits. This shows how crucial the holiday season is for KFC’s overall business.

The company’s marketing strategy and Christmas promotions play a huge role in driving these impressive sales numbers.

Secondly, the popularity of KFC during Christmas can be seen through the increase in online searches. During this time of year, the number of searches for KFC in Japan rises dramatically. The graph below illustrates this trend, showing how people across the country turn to KFC when planning their Christmas celebrations.

(Source: Google Trends)

Every December, KFC becomes a hot topic, with more people looking for information on KFC Christmas to enjoy fried chicken during the holidays. This trend highlights how deeply embedded KFC has become in Japanese Christmas culture, thanks to years of successful marketing and promotion.

KFC analyzed the market and the culture during the early years when Christmas was not yet widely celebrated in Japan. They promoted their products through the right channels with a powerful slogan. Their analysis and promotion worked perfectly, creating a ‘Christmas miracle’ in the fried chicken market

To achieve this success, it’s essential to have the tools to understand the market correctly, identify business opportunities, and have the courage to lead the way.

Let’s explore these tools and techniques together in our upcoming posts!