Tan insists that his latest monthly data show Ichitan now capturing 40% of the market and Oishi behind at 38%. He may be getting well ahead of himself, even with his promotions goosing sales, but he’s certainly in a hurry to dominate the refrigerators of the country’s 6,600 7-Eleven outlets and 700 Family Mart convenience stores. He’s vying to best position Ichitan for its planned listing in Bangkok late this year. When the road show to flog the shares begins, he wants to be able to tell investors that Ichitan will reach $150 million in sales this year, up from $123 million last year. He’s aiming for between $17 million and $24 million in profits this year, up from $10 million last year.