(7 January 2011 – Hong Kong) New World Department Store China Limited (“NWDS” or the “Company”; Hong Kong stock code: 825), one of the largest owners and operators of department stores in the PRC, is pleased to announce that the Company is going to organize an extensive CNY decoration with unified theme cum “Embracing good fortune through delivering gift” triple fun activity in 7 stores of 6 major cities in China, creating a lively CNY atmosphere as well as becoming the ideal place for shopping and leisure of the public during CNY.

In order to spread the blessings to our customers, NWDS invited a famous design house in Hong Kong to design and build the spectacular CNY decoration with the theme of “Embracing good fortune through delivering gift” for 7 stores. Combining modern with Chinese traditional style, the design team uses the gift box and Chinese character “福” as the focus to form a giant “福” gift box. Coupled with a glittering ribbon at the top and blinking lighting effects, the main entrance of NWDS stores are full and rich with joyful and festive atmosphere. The whole decoration is coloured red and gold as they are the predominant colours used in CNY celebrations. Red is the emblem of joy while gold symbolizes wealth. The focal point of the decoration is in the middle of “福”, instead of showcasing a Chinese character “田” straight-a-way, the spaces of “田” are filled with peach blossom, an enduring symbol of love and relationships; “chuan he” (全盒), symbolizing togetherness and a sweet life ahead in the upcoming year; fortune cat (招財貓), representing good fortune, wealth and abundance, all these CNY elements further enhance joyous and festive mood. In addition, peach blossom is a traditional blessed mascot of CNY, also representing relationship with people and sweetness of couples. Thus, the entire decoration is filled with peach blossom element, customers who tour around the decoration may improve their relationships with people as well as love fortune.

The themed CNY decoration displays at Beijing Shishang New World Department Store (“Beijing Shishang Store”), Tianjin New World Department Store (“Tianjin Store”), Shanghai-Hong Kong New World Department Store-Baoshan Branch Store (“Shanghai Baoshan Branch Store”), Shanghai-Hong Kong New World Department Store-Chengshan Branch Store (“Shanghai Chengshan Branch Store”), Shenyang New World Department Store-Zhonghua Road Branch Store (“Shenyang Zhonghua Road Branch Store”), Harbin New World Department Store (“Harbin Store”) and Wuhan New World Department Store-Hanyang Branch Store (“Wuhan Hanyang Branch Store”) from 7 January 2011 to 24 February 2011*. NWDS decorates the 7 stores to enhance the shopping environment, striving to spread the joyous and delightful mood as well as bringing an unforgettable CNY to our customers.

In line with the CNY thematic decoration, NWDS will organize “Embracing good fortune through delivering gift” triple fun activity to enhance atmosphere in such a festive season. From 14 January 2011 to 10 February 2011, God of Wealth will show up in the above 7 stores and take photos with customers, blessing them with good fortune and luck in the year ahead. Moreover, God of wealth will distribute red packets in front of the decoration to bestow fortune and wealth to every customer. To welcome Year of the Rabbit, an array of rabbits will tour around the stores and distribute stickers of “福”. Additional amusement will be given to customers who have collected different colour-stickers of “福” together with a specified amount of consumption receipt of that day. They will be granted blessing bags which are full of vouchers and tiny gifts, having the opportunity to obtain the K gold and diamond jewelry sponsored by Chow Tai Fook, bringing the infinite blessings to home. What’s more, customers with any consumption will be given a greeting card in “Sending warmth blessings” activity. God of Wealth and the rabbit will read aloud the wishes written on the greeting card.# 

Mr. Cheung Fai Yet, Managing Director and Executive Director of NWDS, is expecting the launch of the imposing CNY decoration, “NWDS endeavors to reform in terms of  marketing and promotional aspects in order to abandon the old and originate the trend. After the introduction of the decoration with unified theme last year, NWDS continues to take the lead in the trend of large-scale festival thematic decoration by inauguration of Christmas decoration with the theme of ‘Fantastic Crown’ during last Christmas. In order to further enhance the celebratory atmosphere to customers, NWDS introduces the approximately 5 meters high unified decoration themed as ‘Embracing good fortune through delivering gift’ in CNY this year. The Company will continue to bring customers with elements of trendy and taste, that is consistent with the new image of ‘Enriching Lives．Enhancing Characters’ of NWDS. We hope that every customer who comes to NWDS will experience an unprecedented shopping enjoyment like never before.”

 * The exhibition date of thematic CNY decoration of each store is as follows:

Store Date
Beijing Shishang Store 7 January 2011 – 12 February 2011
Tianjin Store 7 January 2011 – 20 February 2011
Shenyang Zhonghua Road Branch Store 12 January 2011 – 16 February 2011
Shanghai Chengshan Branch Store 13 January 2011 – 20 February 2011
Shanghai Baoshan Branch Store 13 January 2011 – 16 February 2011
Harbin Store 18 January 2011 – 12 February 2011
Wuhan Hanyang Branch Store 18 January 2011 – 24 February 2011

# Form of activities and gifts will be changed or adjusted according to different stores

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