Family Mart has just completed a major brand integration. Following the acquisition of am/pm Japan in December 2009, the company moved all the stores under the Family Mart brand in only two years. As the company looks to maintain growth, expansion in overseas markets is a central theme. 2012 saw the announcement of the 1,000th store in China, entry into the Indonesian market and a planned entry into the Philippines. This network will be supplemented by an existing presence in Taiwan, South Korea, Thailand and Vietnam. Domestically the company is aiming to widen its appeal. The brand operates a flagship “otona store” (grown-up store) in a fashionable Tokyo suburb and recently unveiled a premium confectionary line targeting older consumers. With competitors pursuing similar strategies, differentiation will be critical in a crowded market if Family Mart hopes to see brand value growth next year.