"We are building up the brand and personality of Park Life through our trademark holistic approach. At the core of the brand, we use a concept rooted in Chinese culture and that resonates deeply with Yintai's aspiration, or the 'appreciation of beauty in life.' We created a magazine that became the point of focus for building the brand. In an almost 'reversed' process, we put the content at the core rather than the periphery. It establishes a unified 'voice' for all related activities."