In May 2003, a 100% Macao owned brand label: “NEKO” was created to capitalize on the foreseeable opportunities emerging after the People’s Republic of China (PRC) has joined the World Trade Organization and with the upcoming 2008 Olympics in Beijing. The “NEKO” brand and “NEKO” spirit of “Be Yourself” have been applied to a collection of chic and cool designed sports and casual wear. A wide range of products from garments to accessories such as caps, socks and knapsacks, which are catered for the young adults market in the PRC, have been produced under the “NEKO” brand name. Since July 2003, “NEKO” branded products have gradually built up its market share through company owned distribution network in the PRC and the “NEKO” branded stores have expanded exponentially from a mere 30 wholesale, retail and concession points in July 2003 to a current 130 “NEKO” branded stores throughout the PRC. In December 2006, an additional higher end label under the name of “NEKOBERRI” was created especially for markets outside of the PRC and one local sales point located at the Macao Golf and Country Club has been established in Macao.