(9 July 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 the PRC, is pleased to announce that the Company has garnered the “Nomination Award” in the category of Corporate Social Responsibility in the “11th China Golden Awards for Excellence in Public Relations” with its “@Dream Sustainable Development Program” (hereinafter referred to as “@Dream Program” or the “program”), recognizing the outstanding practice of its public relation and corporate social responsibility strategies.

Launched in July 2013, “@Dream Program”, the largest nationwide sustainable community project in the Company’s history, aims to foster Chinese under-resourced children’s whole-person development in a sustainable and focused approach through musical and sports training, facilitating social mobility in the long run. Making use of its extensive nationwide network of 43 stores and the diversified promotional channels of NWDS, its affiliated companies and supporting organizations, including publications, websites, printed materials, online and social media, the Company strives to promote the program to its staff members, customers as well as the public. To raise peoples’ awareness on under-resourced children, the Company organized material recruitment campaigns and different kinds of volunteering activities to engage customers and employees. The program has successfully helped over 6,000 children pursue their dreams since launched, which exceeds its target by 140%. “@Dream Program” is widely endorsed by people from all walks of life and has effectively enhanced stakeholders’ understanding of the Company’s sustainability belief, so as to build a good corporate citizenship image.

The biennial “China Golden Awards for Excellence in Public Relations” was established by the China International Public Relations Association in 1993 to recognize excellent and outstanding public relations projects. It is the most prestigious and respected public relations awards in Mainland China with a judging panel comprising renowned public relations experts, scholars and media veterans, earning high acclaim from public relations industry in Mainland China. To be eligible for the awards, projects have to undergo three rounds of screening based on the objectives, planning, creativity, implementation and outcomes of the entries.

Ms. Rebecca Woo, Corporate Affairs Director and Chairman of Sustainability Steering Committee of NWDS, said, “We are honored to receive the award at the first attempt out of 192 entries and much grateful that our efforts exerted on the public relation, event management and marketing promotion of the “@Dream Program” have won wide recognition. We will continue to reinforce the direction of supporting under-resourced children and plan to carry out all-direction promotions by optimizing our online and offline resources, so as to arouse consciousness of the public to our target beneficial group.”

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