When Starbucks, the Seattle-based coffee shop chain, first entered China, it faced a country of tea drinkers. Still, Japan too had been a country of tea drinkers but had evolved into a major coffee market. Starbucks itself had recently entered Japan and was already the top-ranked restaurant chain, according to a prestigious industry study. Top management at Starbucks was astounded at the firm's brand recognition across Asia, an awareness that had come about with virtually no investment in advertising. The company soon promoted China to a priority market.