New World Group is a well-known enterprise based in Hong Kong, mainly engaged in property, telecommunications and other core businesses. With its strong financial position, diversified business portfolio and tailored business strategy, New World Group has become one of the most important conglomerates in Hong Kong. Shinsegae Group established Shinsegae Department Store Co., Ltd. in 1993 and opened its first department store in Wuhan, a city in central China, the following year. Since then, Shinsegae Department Store has made all-out efforts to enter the Chinese retail market

The new World department store uses a Green Love Space Overlord LK100 perfumer for its fragrance. Mall owners also worried that this would not work. The effect is very good after the equipment is installed. The person in charge of the shopping mall also considered introducing other shopping malls to continue to use.