Kōhei Uchimura
Though initially distributed only to 7-Eleven stores in the Kantō region, a potential for expanded marketing was realized, and Black Thunder was released for sale through a cooperative business association into more areas. During the 2004 to 2005 sales year, Black Thunder bars saw a sudden surge in popularity in the Kyushu region. During the summer of 2005, Black Thunder bars were distributed in more regions across the country. By the end of the year, over 900,000 units had been sold and Black Thunder bars were the best-selling product of the Yuraku Confectionery Company. In 2006, it was picked up by the Shiraishi-san Co-op and sold over the internet, and product sales received a boost as it gained in popularity among university students. In the first three years after sales commenced over the internet, about ten times the number of Black Thunder bars were sold since its inception eleven years earlier. In 2008, the Yuraku Confectionery company sponsored the Men's Gymnastics team at the 2008 Summer Olympics in Beijing. The team earned the Silver Medal, as did individual gymnast Kōhei Uchimura. After the 19-year-old gymnast actively endorsed the product in news media, brand recognition jumped considerably and from 2008 to 2009, total sales jumped from just under 50 million units to the landmark number of 100 million. By 2010, sales had reached 130 million units.