Cedar Hong Kong launches new title for Taikoo Li Qiantan in Shanghai

Cedar Hong Kong has launched the new magazine YŌU for Taikoo Li Qiantan in Shanghai, targeting local millennial customers with lifestyle content.

Produced in Simplified Chinese and English, YŌU is a WeChat magazine and named after a Chinese character meaning excellent, superior and outstanding. The magazine showcases a wide variety of content at Taikoo Li Qiantan, including lifestyle solutions, wellness resources and leisure facilities. The name of the magazine also represents that it is created for "you" as readers are part of the community.

The title supports the launch of Taikoo Li Qiantan in Shanghai, due to open in H2 2021. The inaugural issue of YŌU kicked-off the wellness conversation with the "A Better Way to Live" cover story, an interview with a 70-year-old fitness influencer, and introduced "The Wellness Diary" column with local life coach Julia Zhu discussing the topic of inner happiness.

"We’re thrilled to be the first retail complex in Shanghai to launch a WeChat magazine before its opening. In creating something special that resonates with our brand messaging, together with such a professional team at Cedar (Hong Kong), we hope that YŌU will inspire our customers to 'live well' with us at Taikoo Li Qiantan," said Alan Lo, general manager – portfolio, Taikoo Li Qiantan.

Following a successful tender in October 2019, Cedar Hong Kong was appointed by Shanghai Qianxiu Company, a joint-venture company of Swire Properties and Lujiazui Group, as its content partner for a new bilingual WeChat magazine.

Located in the Qiantan International Business District in Pudong, Shanghai, Qiantan is billed as Shanghai’s newest wellness district, with Taikoo Li Qiantan as the heart of urban living. The WeChat magazine’s primary focus is to embody the Taikoo Li Qiantan brand proposition to "live well with heart"."Defining the idea of wellness in China, especially when there is not yet such a term in Chinese, is challenging, but equally – if not more - rewarding. Our goal is for each issue to motivate our readers as they embark on their wellness journeys," said Emily Chu, editor of YŌU.