Hi-Q's first big move to penetrate the local market came in 1990, when we were the first in the Thai market to introduce "easy open" on our "Hi-Q" product packages. "Hi-Q" was widely accepted by Thai consumers and captured 15% market share in a relatively short period of time. Despite the rapid success, the company was well aware that product differentiation was not enough to maintain brand loyalty. This is why we continue to focus on quality improvement as well as R&D to maintain consumer's confidence and brand loyalty.