(13 September 2016 – 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 its annual signature nationwide green event – “Green Mid-Autumn Festival – Moon Cake Box Recycling Campaign” for the sixth consecutive year from 14 to 30 September. The first “Be a Blessed Giver – Moon Cake Donation Drive” will also be organized to extend the Company’s care and love to the communities. Extra and unconsumed moon cake boxes and moon cakes will be collected from customers so that excess festive resources can be redistributed to those in need through social and charitable organizations. 

NWDS has been organizing the “Green Mid-Autumn Festival – Moon Cake Box Recycling Campaign” every year since 2011. An accumulative total of over 25,000 moon cake boxes have been collected and sent to paper and metal recycling companies over the years. In addition to promoting the important message of turning wastes into useful resources, NWDS has specially incorporated an element of happiness into the event to complement its newly-promoted “NWDS’ Theory of Happiness” and its customer-oriented operations strategies. Held for the first time, “Be a Blessed Giver – Moon Cake Donation Drive” collects unopened and individually packed traditional moon cakes from customers, which are then given to those in need in the communities through social and charitable organizations as a way to infuse happiness to every corner of the society. Chengdu New World Department Store will join up with international charitable organization SOS Children’s Villages to bring moon cakes and festive blessings to the households in the SOS Children’s Villages. To encourage customers to participate in the event to spread blessings and happiness in the festival that brings family together, customers who have donated a designated number of moon cakes or moon cake boxes will receive a donation coupon, which can be used to redeem gifts or enjoy discounts at NWDS’ stores upon purchase.

Concurrently, the “Blissful Mid-Autumn Festival – the NWDS’ Graffiti Story” will be held in NWDS’ stores across the country. Customers can write down and share their blissful memories associated with the festival or festive blessings for their loved ones on the mega-sized backdrops available at NWDS’ stores. On top of a variety of in-store activities, the Company will be running a Weibo retweeting activity on its “NWDS CSR Weibo” during 14 to 30 September. Hash-tagged “Blissful Mid-Autumn Festival – the NWDS’ Graffiti Story”, the activity invites Weibo fans to retweet the activity’s feed to three friends and leave comments to share their blissful memories associated with the festival or festive blessings for their loved ones. Participants will stand a chance to win fabulous prizes such as Bluetooth speaker, portable photo printers, beauty moisture ionizers, etc. 

Ms. Violet Chan, Assistant General Manager of Corporate Communication and Chairman of Sustainability Steering Committee of NWDS, said, “The ‘Green Mid-Autumn Festival – Moon Cake Box Recycling Campaign’ has been enthusiastically received and supported by our customers over the years. With the event entering into the sixth year, we hope to add another layer of significance to it and thus we have broadened the scope of collection to include moon cakes this year. We believe that happiness can be found in the most unnoticed aspects of our lives. Something as humble as a moon cake can illustrate our care and bring warmth to people around us. We hope to inspire our customers to express their festive wishes to the under-privileged as they respond to a recycling initiative. We hope to contribute to extending happiness and a caring attitude throughout our communities.”

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