It's a lifestyle thing. Wherever we go, and especially in the Asia Pacific market, we have a partner there, to help us understand the local culture. That said, the Mei Da Coffee Company did what it could to replicate the Starbucks culture, too. We have to build roots. But we have high hopes.
Coffee can be a new age drink for the young Chinese people.
You are introducing brands into a consumer marketplace that has none of the usual history or baggage. Western brands largely didn't exist in China until 1979. That makes for a big marketing need. That's a great leap from a couple of years ago. It's growing very, very rapidly.