Miku has been heavily promoted since 2008 and was originally aimed at professional musicians.[27] On September 12, 2007, Amazon.co.jp reported sales of Hatsune Miku totaling 57,500,000 yen, making the character the number-one-selling software of that time.[28] She was the first vocal to be developed and distributed by Crypton Future Media and sung in Japanese. Hatsune Miku's instant success is owed to Vocaloid being a cultural hit in Japan and she reportedly sold 40,000 units by July 2008, selling on average 300 units a week.[29] By January 2011, she had sold 60,000 units.[30]