Zaobao.com, the online portal of Lianhe Zaobao, launched a brand new lifestyle channel Z-Style (早尚Z-Style). Representatives from the fashion industry, luxury brands as well as advertising agencies were invited to the trade launch on Dec 10 at The Portman Ritz Carlton, Shanghai.

Z-Style (www.zaobao.com/zstyle) provides the stylish Chinese readers with the most up-to-date news on fashion and luxury lifestyle as well as exclusive features and profile stories about the up market fashion industry. The main sections of Z-Style include style and beauty, watches and jewellery, food and fine wines, cars and technology, interior designs and travel.  Z-Style will also be available on iPad and other mobile platforms by early next year.

Mr Goh Sin Teck, Editor of Lianhe Zaobao, said: "Z-Style is a strategic expansion for Zaobao.com to provide timely products for various audiences, allowing Zaobao.com to become an indispensable partner in our readers' lives. This will also allow Zaobao.com to extend its lifestyle and fashion sense to the overseas market, servicing a wider pool of audience."

Dr Zhou Zhao Cheng, Editor of Zaobao.com, said: "Z-Style combines Singapore's metropolitan position in the fashion world with Zaobao's understanding of our readers' needs to offer a unique experience to the readers."

Apart from featuring lifestyle content published in Lianhe Zaobao and ZbBz, a monthly lifestyle "newsgazine" by the Chinese daily, Zaobao.com also partnered China's lifestyle interactive media Touchic to produce exciting content focusing on luxury lifestyle. Touchic, a digital media company, which specialises in fashion and lifestyle provides innovative online shopping experience for fashionable high-end users via mobile platforms such as iPhone and iPad.

Mr Johannes Neubacher, Chief Operating Officer of Touchic, said: "Zaobao.com is a reputable news portal in the Chinese community. Touchic is pleased to share our knowledge in fashion and lifestyle preferences with Zaobao.com readers through Z-Style.”

Advertisers who are keen to find out more about Z-Style can contact Michael Chng at 6319-2036 or mikechng@sph.com.sg.