(12 November 2014, 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 Mainland China, echoed with the “NWDS Sowers Action Challenging 12 Hours Charity Marathon 2014” and therefore organized a nationwide sustainability activity,  “Half-Hour Parent-Child Sowers Action Hunt Challenge”, which concluded successfully on 2 November (Sunday). The challenge was greatly welcomed by customers, with participation of over 450 family teams of approximately 1,000 participants. It has successfully raised customers’ awareness on the marathon, and concurrently further reinforced the Company’s image of actively undertaking corporate social responsibility.

NWDS especially organized the “Half-Hour Parent-Child Sowers Action Hunt Challenge” at all stores on the same day of the marathon to recreate its excitement for Mainland customers. Making use of Weibo, WeChat, physical stores and other online and offline platforms for promotions, over 450 family teams of approximately 1,000 people were recruited. On the day of the challenge, the family teams cooperated to accomplish various challenges found inside NWDS stores, including radish squatting, collection of ribbons and passing checkpoints in the Marine Park within a specific time period. During the course of completing challenges in thrill and excitement, family teams managed to demonstrate great team spirit and enjoyed a lot from the process. Teams which got back to the starting point within the shortest period of time won the honor of “Sowers Action Ambassador” with fabulous prizes including oven, vacuum flask and cash vouchers, while other participants could also receive a wide range of small gifts.

In addition to organize exciting challenge, NWDS stores also arranged a wide variety of activities with festive and family-related elements to cater to a wider group of customers. As Halloween was approaching, Wuhan New World Department Store-Xudong Branch Store and Xi’an New World Department Store both integrated the challenge and Halloween party by allowing children participants to wear sparkling and lovely Halloween costumes during the challenge and arranging them to help distributing candies to other customers. Harbin New World Department Store and Wuhan New World Department Store-Hanyang Branch Store invited professional pottery teachers to lecture a creative color clay DIY class for families. Furthermore, Hong Kong New World Department Store-Shanghai Wujiaochang Branch Store held an in-store carnival with clown performance and balloons distribution to let all customers to immerse into the relaxing and joyful atmosphere after the competitive challenge.

Ms. Rebecca Woo, Corporate Affairs Director and Chairman of Sustainability Steering Committee of NWDS, said, “Despite the fact that ‘NWDS Sowers Action Challenging 12 Hours Charity Marathon’ had an overwhelming participation of over 2,220 Hong Kong runners, we are devoted to utilize our huge store network in Mainland China to further spread the words by transforming our stores into picturesque countryside and organizing the ‘Half-Hour Parent-Child Sowers Action Hunt Challenge’ for Mainland customers. We are very grateful that the challenge has received very positive feedbacks from customers. Team members generally believe that it is an entertaining yet educational activity, which is effective in raising children’s awareness on the charity marathon and boosting their physical strengths and fighting spirit. As a whole, it is very encouraging to see customer’s appreciation to our sustainability efforts and indication of willingness to continue to support our other community activities. It gives us tremendous confidence in our future work in the related area.”

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