Donuts have not been a highlight of the Japanese diet until these past few years when donut stores from abroad began to popup all over in the streets of Tokyo. With the introduction of gourmet donut shops, the local donut shops which were already popular now needed to compete fiercely with the newcomers against their new “premium” style of donuts and services. More stores with stylish interior and higher quality donuts began to popup in response. As a result a whole market has evolved with a new range of customers that were never before considered to be part of the target market which consisted of more children and teenagers. Similar trends have been occurring in every sector of the Japanese market with products from soft drinks, desserts, to running wear, premium products have been developed to include unlikely targets for previously unrelated products.