(10 January 2012 – 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, has set up a large scale Chinese New Year (“CNY” ) themed decoration at five stores across the nation’s five major cities in order to create a joyful festival ambiance, becoming the hot CNY shopping and entertainment spots for the people. 

Stepping into 2012, while farewell the year of the Rabbit, the year of the Dragon that symbolize aggressive and energetic spirit has arrived, therefore NWDS has especially created the large dragon-themed CNY decoration. With a glittering dragon as the main part of the decoration, there is also an eye-catching traditional Chinese "Fu" red banners being the design highlight, passing the wishes of "Happiness and Auspicious" to the customers. Spring is the season of flowers and CNY is the blooming season for peach blossom, China's traditional mascot. The design incorporated many peach blossom elements that represent popularity and sweet happy marriage. In addition, for the convenience of our customers to take photos around the decoration, so as to boost up the luck of popularity and marriage, the themed device adopted a circular design, symbolizing "Perfection and Reunion". During 2012 Lunar New Year, the large-scale CNY themed decoration will be displayed in five stores of NWDS, including Shanghai-Hong Kong New World Department Store -Wujiaochang Branch Store (“Shanghai Wujiaochang Branch Store”), Tianjin New World Department Store (“Tianjin Store”), Shenyang New World Department Store - Zhonghua Road Branch Store (“Shenyang Zhonghua Road Branch Store”), Wuhan New World Department Store - Qiaokou Branch Store (“Wuhan Qiaokou Branch Store”) and Harbin New World Department Store (“Harbin Store”).

Along with the CNY thematic decoration, the above five stores of NWDS will launch a series of activities named "New World Dragon Dance, Joyful Family" on 6 January to 29 January 2012. There are a wide variety of "dragon" themed activities: "New World Dragon Dance" Dragon Dance performance, "Spotting Golden Dragon" lucky draw, renowned calligrapher show in “Dragon Calligraphy", "Naming the Dragon" CNY decoration naming activities, “Dragon Prizes” that offers gift for those who come to the store with the word “Lung” in their name or born in Year of the Dragon, "Dragon Seal" that makes a hand print for the mothers of the dragon babies, etc. Another theme of the event is "home", which contains the pursuit of kinship, warmth, love, happiness and others. The focusing activities include "A Blessing Family in Store" that offers gift for the whole family who come to the stores, "Dragon Family Portrait" take free family photo by professional photographer for those purchased specific amount with Fu card, "Happy New Year New Home" provides special privileges for newly married couples in specified period. Besides, the stores will base on the theme of “Joyful family, Fortune Full House" to decorate by using the "dragon" paper-cut silhouettes and "blessing family" CNY decorations, creating a full festival atmosphere. 

At the same time, other NWDS stores will also hold different CNY activities for customers to enjoy a rich and varied holiday. Among them, the five stores in Beijing will organize the "NWDS Five Stores CNY Crazy Shopping Fun” activities, bringing customers the stamp collection rewarding event, Lucky Bag for the Year of the Dragon, FAND Lottery Monopoly and other activities. Exciting activities of other stores in different regions also include the VIP Passion Sale, various popular merchandise discounts, numerous lucky bag/scroll/red pocket gift offers, different kinds of lucky prizes for specific purchase, brand sales, etc. 

Mr. Philip Cheung, Managing Director and Executive Director of NWDS said, “CNY is the grand festival of Chinese people to celebrate harvest, let go of the old and make way for the new. To celebrate the joyful festival with the people, NWDS especially designed the dragon-shaped device and prepared wonderful events for our customers. The Company has been promoting unified theme decorations since 2009, which were warmly welcomed by customers. In December 2011, the 10- meter high large scale ‘Christmas Merry-go-round’ themed decoration has received many positive reviews, increasing the traffic of the five stores by 13.4% during the Xmas promotion period. The Company's bold and innovative ideas in festival decoration have nurtured a unique selling point of NWDS, causing customer to look forward to it in every special occasion. Coupled with stores’ continuing introduction of diversified marketing activities to fulfill the needs of different customer groups, we are committed to developing NWDS as the public’s ‘Enriching Lives‧Enhancing Character’ department store.”

-End-