Bagels by Bell" is in Brooklyn, New Yoork. For years, the core business was selling bagels and other baked goods to east coast distributors in USA. This had been changed at a trade show, when the owner Warren Bell met a Japanese distributor. Unfortunately, the bagels were sold not very well in Japan. The company did not know their overseas customers well, products are not changed to meet the local needs. In New York, nothing can be changed for the way of making Bagels, no matter how little the change is But, Japanese Partner encouraged warren to add sweet taste into the bagels. result is great and bagels were sold well in Tokyo and Osaka.