prospects in China and the use of the BioPhotonic Scanner, particularly in Taiwan. In addition, revenue in Hong Kong was  positively impacted by sales of products to sales representatives from China for personal consumption, particularly to those  sales representatives attending our third quarter sales convention in Hong Kong. We anticipate, however, that the launch  of Pharmanex products into China will have a negative impact on Hong Kong and Taiwan revenue in  2005 . North America.  The following table sets forth revenue for the North America region and its principal markets: Revenue in the United States grew  15 % in  2004  compared to  2003  and was positively impacted by: 2003 2004 Change (U.S. dollars in millions) United States  $  118 . 2 $  135 . 7 15% Canada  9 . 4 10 . 0 6% North America total $  127 . 6 $  145 . 7 14% These initiatives resulted in a  36 % increase in Pharmanex revenue and a  4 % increase in Nu Skin revenue in  2004 compared to  2003 , excluding sales to international distributors at our global distributor convention. These initiatives also  continued to enhance distributor enthusiasm and sponsorship as well as increase retention. The number of executive dis- tributors grew  10 % in  2004  compared to  2003 . The growth in revenue in Pharmanex and Nu Skin in the United States was  partially offset by a decline in Big Planet revenue, primarily as a result of our strategic elimination of low margin products  and services that generated approximately $ 11 . 0  million in revenue in  2003 . Over the last couple of years, Big Planet has  focused on eliminating low margin products while developing and introducing new products and services with margins  comparable to Nu Skin and Pharmanex products.  In addition, in connection with the global roll-out of the BioPhotonic Scanner program, some of our key U.S. distribu- tor leaders spent time promoting the BioPhotonic Scanner in international markets. This negatively impacted revenue and  distributor activity in the United States during the last half of the year as revenue and distributor statistics were rela- tively flat sequentially. The BioPhotonic Scanner was first introduced to our distributor force in the U.S. more than two  years ago. As a result, we are currently working to implement initiatives tied to the BioPhotonic Scanner to maintain dis- tributor enthusiasm and drive revenue in this market.  We are currently involved in litigation with another licensee of the technology utilized in the BioPhotonic Scanner.  The other licensee has alleged that the BioPhotonic Scanner is being used for medical diagnostic purposes in a medical  clinical setting by certain distributors who are medical doctors, dentists and chiropractors. We allow such practitioners to  use the BioPhotonic Scanner solely for promoting the sale of our nutritional supplements and not for medical diagnostic  purposes or in a medical clinical setting, but the other licensee alleges that the way in which the BioPhotonic Scanner is  used by such practitioners violates our license. We disagree. We estimate that we lease  10 % or less of our active BioPho- tonic Scanners in the United States to such practitioners.  South Asia/Pacifi c.  The following table sets forth revenue for the South Asia/Pacific region and its principal markets: Excluding the impact of changes in foreign currency exchange rates, revenue in South Asia/Pacific increased  4 % in  2004  compared to  2003 . The increase in local currency revenue in this region was due primarily to revenue growth in  Thailand as well as an increase in combined Singapore/Malaysia revenue. We have experienced solid growth in Thailand  for the last four years, but revenue was down  13 % in local currency in the fourth quarter compared to prior year results.  We launched the BioPhotonic Scanner program in Thailand in late  2004  to help improve distributor activity and revenue  40 2003 2004 Change (U.S. dollars in millions) Singapore/Malaysia/Brunei $  36 . 7 $  40 . 0 9% Thailand 22 . 7 25 . 6 13% Australia/New Zealand 13 . 5 13 . 1 (3%) Philippines 2 . 9 3 . 1 7% South Asia/Pacifi c total $  75 . 8 $  81 . 8 8% • the BioPhotonic Scanner program; • our monthly product subscription program;  • the launch of a number of new, innovative Pharmanex and Nu Skin products; and • $ 5 . 8  million in sales to international distributors at our global convention held in the U.S. in February  2004 , which  did not occur in  2003 . 