While the crisis in Europe is casting a shadow over the world economy, the global air conditioner market has generally remained steady. Japanese air conditioner manufacturers are accelerating the expansion of overseas sales by advancing into global markets from their saturated domestic market. After achieving increased sales in Europe, China and other Asian countries, Japanese manufacturers are aiming to expand their sales in the North American market while the world air conditioner market is continuing to expand in emerging countries. According to an estimate made by the Japan Refrigeration and Air Conditioning Industry Association (JRAIA), air conditioner sales in 2010 totaled 82,770,000 units, up 15% over the previous year (See figue below).