(16 November 2010 – 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 Christmas decoration with unified theme cum “Fantastic Crown．Dreams Come True” activity in 7 stores of 6 major cities in China, bringing the enjoyment of a fantastic Christmas to customers.

Mr. Adrian Cheng, Executive Director of NWDS, is expecting the launch of the imposing Christmas decoration, “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. Large-scale Christmas decoration with the theme of ‘Fantastic Crown’ is introduced this year, bringing a wonderful Christmas experience to our customers like never before. With ‘Fantastic Crown．Dreams Come True’ activity, we expect to drive customer flows as well as leading to a customed anticipation of the public towards the festival decorations of NWDS in future. We hope that every customer who comes to our stores this Christmas will create memories that will last a lifetime.”

The themed Christmas decoration will be displayed 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 20 November 2010 to 12 January 2011*, enhancing shopping environment as well as accentuating festival ambience.

The nearly 5 meters high radiant Christmas decoration will be anchored in outdoor plaza of NWDS. The design concept of this Christmas decoration is “Fantastic Crown” with the giant diamond sharp crown as the focus. The front of the decoration is a splendid golden crown surrounded by a gorgeous shining diamond, together with the sparkling Christmas star and lighting effects, the main entrance of the stores will be filled with distinguished royal momentum, representing our customers can enjoy unprecedented shopping experience in NWDS. A diamond sharp room is imposed at the back of the crown, which has an imperial chair stacked by a number of gift boxes. Accompanied by a sparkling Christmas tree, customers can take photos there to experience the joyous Christmas atmosphere. In addition, Christmas is a festival of giving and sharing, the design team adopts a lot of gift elements, such as high heels, Christmas bears, handbags and gift boxes, enhancing the joyous and delightful atmosphere to NWDS.

To cope with the Christmas thematic decoration, NWDS will organize  “Fantastic Crown．Dreams Come True” triple fun activity. Customers can gain a chance to win fabulous prizes; their dreams will also have opportunity to come true. Wish cards and application forms can be collected at the customer service counters and cashiers of our 7 stores mentioned above from 27 November to 26 December 2010. Customers can write down their wishes on the wish card and hang it on the Christmas tree or wish wall placed in the store. What’s more, customers can participant in “Fantastic Crown．Dreams Come True” activity if they submit with a self-made entry with crown element, such as a photo taken in front of our Christmas large-scale decoration, a hand-drawing or a handicraft with crown pattern, the most affectionate wish will be selected and achieved by each store. In addition, gold, silver and bronze awards will be presented to 3 delicate entries of each store. All awardees will be granted fabulous prizes while the winner of gold award will be granted the Disney crown pendant sponsored by Chow Tai Fook. If the awardee is VIP member or Platinum VIP member, extra bonus will be given. Winning entries of the competition will be chosen by professional judge panel and via public voting. Customers who cast their votes will enter into lucky draw activity automatically to gain the opportunity to win prizes.

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

Store                                                        Date
___________________________________________________________________
Beijing Shishang Store                             20 November 2010 – 3 January 2011
Shenyang Zhonghua Road Branch Store    25 November 2010 – 6 January 2011
Shanghai Chengshan Branch Store           26 November 2010 – 6 January 2011
Shanghai Baoshan Branch Store              26 November 2010 – 6 January 2011
Harbin Store                                            30 November 2010 – 11 January 2011
Wuhan Hanyang Branch Store                  1 December 2010 – 12 January 2011
Tianjin Store                                            4 December 2010 – 3 January 2011
 

– End –