It's funny how in different countries, the same basic product can be positioned and communicated so differently. Anyone who rides the skytrain in Bangkok will be familiar with the Mr Donut video where a group of hip teens sing and dance around pictures of tasty looking donuts. Interestingly the song is in Japanese.
From an American perspective this is curious because 1. we do not tend to associate donuts with the 'hip teen set' and 2. we do not associate donuts with Japan (or J culture). From our perspective donuts are for middle aged people who are not terribly interested in physical fitness and who like something sweet with their coffee. Of course we also have the cliche about the policemen on the beat enjoying the occasional donut break. There are no stereotypes of Asian people being fans of the donut.
Apparently the positioning in Thailand is radically different where the humble donut shop has become a teen hangout and the product itself has been remade into a Japanese delicacy. Perhaps the repositioning of the donut is easier in Thailand than in the US due to its relatively recent entry into the market (I believe the first franchised donut shop in Thailand - in Siam Square - is less than a generation old). Thus, its place in the mentality of the Thai consumer is not bound to a certain geography or lifestyle.
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