(16 October 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, will organize a nationwide in-store “Half-hour Parent-Child Sowers Action Hunt Challenge” on 2 November (Sun) to echo with the “New World Department Stores Sowers Action Challenging 12 Hours Charity Marathon 2014” (“NWDS Sowers Action Challenging 12 Hours”) which will take place on the same day in Hong Kong. Stores will transform themselves to be picturesque countryside and invite customers to take part in the treasure hunt to cheer on the marathon participants in Hong Kong.

“Half-hour Parent-Child Sowers Action Hunt Challenge”, an adventurous and interactive game, welcomes children aged 4 to 15 to join with one of their parents. On the game day, participants will be required to look for missions from “NWDS Sowers Action Challenging 12 Hours” posters put up inside the stores and accomplish them with the shortest time possible, experiencing an exciting and fun 30-minute journey. Winners will be awarded with shopping privileges and the honor of “Sowers Action Ambassador” while participants who can accomplish the missions within half an hour will also be given small prizes. The hunt emphasizes parent-children cooperation which can foster stronger family bond, and also nurtures children’s persistence spirit in pursuing studies. To align with the theme of “NWDS Sowers Action Challenging 12 Hours”, all stores will put up greenery decorations to imitate the scene on Wilson Trail in Hong Kong. A mini-carnival, which is composed of many game and snack booths, will also be organized at stores to let participants and customers relax and enjoy after the competitive game. From now on to 31 October (Fri), interested families can apply at NWDS customer service centers and 20 places will be available on a first-come, first-served basis.

To enhance customers’ understanding about the marathon, NWDS makes use of both online and offline channels in its promotion. Starting from 20 October to 2 November, exhibition, leaflet and video featuring the marathon and Sowers Action’s education-related works will be available in NWDS stores. On the other hand, “Look for ‘Sowers Action’” Wei-event will be organized from 20 to 24 October to encourage over 400,000 NWDS CSR Weibo fans and other online users to forward this meaningful event to one of their friends and gain an opportunity to win some fabulous prizes.

The game is organized to echo to the “NWDS Sowers Action Challenging 12 Hours” to be held on Wilson Trail in Hong Kong on the same day, which was found by Sowers Action in 2000 with the aim of raising fund for under-resourced high school students in Mainland China. Marathon participants have to complete the designated routes on Wilson Trail within 12 hours to imitate the hardship of walking one to two hours to school every day endured by students in China’s rural mountainous regions, so as to experience their persistence in pursuing studies. The marathon successfully raised over $2.43 million last year, which subsidized the three-year tuition fee for 649 high school students.

Ms. Rebecca Woo, Corporate Affairs Director and Chairman of Sustainability Steering Committee of NWDS, said, “ ‘Sowers Action Challenging 12 Hours’ has helped enormous under-resourced high school students to sustain their studies. In recognition of their ambition in education support, in addition to fund raising among our staff, our management and employees make extra effort by participating in its marathon and volunteer force to help more high school students in need. To recreate the excitement of the marathon in Mainland China for our customers, ‘Half-hour Parent-Child Sowers Action Hunt Challenge’ will be held on that day. Customers are welcome to join the game with their children to cheer on the marathon runners as well as inspire children with student’s persistent spirit. Please take action now!”

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