Seiyu has been a fixture in Shatin for 18 years and a favourite with Hong Kong people. The store is constantly improving and recently underwent a complete renovation to create a brand new image. A ceremony today unveiled the reborn Seiyu as the YATA Department Store. YATA Chairman Raymond Kwok was joined at the ceremony by Consul-General of Japan in Hong Kong Shigekazu Sato, Director General of Japan External Trade Organization (HK) Minoru Suzuki and Asian super star Kelly Chen.

Mr Kwok said: "Japanese products are well known for being trendy and of premium quality. Hong Kong people are especially fond of the latest Japanese merchandises. Seiyu has offered premium Japanese merchandise and service for 18 years, making it one of the most popular shopping spots in the New Territories. We have just completed renovations costing HK$1.2 billion and expanded to store 170,000 square feet. Today's announcement of the new YATA Department Store ushers in a refreshing new image that promises customers new shopping experience, and YATA is also planning to expand outside Shatin."

YATA will import the latest Japanese products as part of its role as a modern Japanese lifestyle department store and work closely with Japanese government and various provinces. Mr Sato said that he is happy to know that Japanese products are popular among Hong Kong people, and they will continuously support YATA's efforts to provide the best Japanese products.

YATA sounds like the Japanese word for 'I made it'. The name is meant to convey vitality and the store’s efforts to improve quality of life for customers. YATA will provide one-stop shopping convenience for customers looking for a high-quality lifestyle.

Business has grown significantly since the renovations were finished at the end of last year. YATA Managing Director Daniel Chong said monthly turnover has increased by 40% for the five months from November 2007 to March 2008, setting a new record. He anticipates the repositioning and renaming will continue to lift store traffic and turnover. Mr Chong said that YATA would keep its focus on Japanese goods, boosting Japanese products in the supermarket from the current 50% to 60 or 70%. Clothing and home appliances will go from the current 20-25% to 30-40%, and special counters for Japanese sake and health care products will open soon. Mr said that HK$10 million has been budgeted for a promotion campaign this year to emphasize Japanese-style decorations to match the new name and image.

YATA has several firsts in Hong Kong including the first BB restaurant and the first beef counter offering premium waygu imported from Japan. It is the largest retailer of Japanese trendy socks and offers make-up and skincare products including 23 international brands and facials.

Eight members of the YOSAKOI SO-RAN from Hokkaido in Japan staged their first dance performance in Hong Kong in the YATA opening ceremony. A lucky draw with a HK$1 million grand prize is on from 28 April to 4 May. Customers wearing green or with the number one in their HK ID card number will get a lucky bag. There is also a new YATA VISA card with Fubon Bank.