After popularizing sales of comfortable in-soles in the local market, consumers are dissatisfied with in-soles which "superficially overcomes problems". Other than soothing pain, consumers searched for ways and means to overcome problems related to their feet. Wang Sheng Cong who has been in the MyFeet business for years decided to let more people know of this rectification in-soles. As early as 2006, Sheng Cong came to know of foot-care products in Hong Kong and after observing that sales of these comfortable in-soles was hot, he decided to partner with his friends. However question arose after sometime, since there are shoes, why would anyone purchase in-soles? Are these problems caused by shoes or are they caused by the feet?