The Miss Happiness competition is growing

24 September 2012Fashion & Lifestyle

Emneord Kopenhagen FurMiss HappinessChina


52 different media houses appeared at the launch of this year's Miss Happiness competition, which took place at the Danish Embassy in Beijing. This years competition will be much larger and more professionally minded than last year.

Business partners, professionals and massive media turnout were present at Kopenhagen Fur's Miss Happiness press conference on the Miss Happiness competition. The competition, which aims at finding Kopenhagen Fur's face in China, is going to be a major campaign, with several events spanning several days.

Kopenhagen Fur's face in the East

 - This contest will give Kopenhagen Fur a branded face in China. This is why we are searching for girls from all over China, aiming at finding a young, beautiful and strong woman to represent us not only in China, but also internationally, says Ditte Sorknæs, PR & Marketing Manager at Kopenhagen Fur.

At the launch, last year's winner, Niu Weiwei, led a catwalk through the crowd in an innovative fur piece. Michael Holm, Design Manager of Kopenhagen Fur, Mr. Jesper Kamp, Commercial Counsellor of the Royal Danish Embassy, and Madam Deng Xiaolan, Honorary President of the International Fur Trade Federation China office, also participated in the event and expressed their best wishes for this years competition.

Miss 'hygge'

The Miss Happiness competition is based on Danish values. The Chinese people find it very interesting that the Danish people are called the world's happiest. Consequently the theme of this year's competition: 'Happiness Shines'. And a important part of Danish happiness is the term 'hygge', according to the Chinese.

 - The Chinese people are crazy about the Danish 'hygge' and they have put a lot of meaning into the word, says Ditte Sorknæs. - We want to teach them about the values which describe the elusive word 'hygge'.

Being 'hyggelig' is not just a feeling. It is the ability to spread happiness and harmony throughout ones mentality. Therefore, the ability to spread 'hygge', is one of the main criterias for being Miss Happiness.