If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar KitKat.
The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, KitKat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.
[via New York Daily News, images via Nestlé]