Su Siqi was named the winner of Miss Happiness Competition 2013, a pageant searching for the new image ambassador, spokesperson for Kopenhagen Fur in Beijing.
Over 500 VIP guests attended the event in which 20 finalists from seven regions took to the stage wearing a wide variety of fur styles and were challenged with three tests: to strut the catwalk, to give a personal statement about happiness, and to put on their best talent show.
All candidates were in top form and put on a brilliant show but the title eventually went to Su Siqi who will be the company’s image ambassador for 2013-2014.
Ms Bodil Binner, the Danish goldsmith and jewellery designer, in cooperation with Kopenhagen Studio, has created this year’s crown which is covered with Danish mink and crystals.
The annual competition is run by Kopenhagen Fur, the largest fur auction house in the world, and is the biggest modelling contest in the fur industry worldwide.
This year, about one thousand candidates competed in the regional rounds which first took place in Harbin, before touring to Changchun, Shenyang, Taiyuan, Dalian, Beijing and Shanghai.
20 finalists were trained by famous Danish photographers and European supermodels.
The Danish ‘Hygge’
The grand finale of Ms Happiness is also fully supported by the Danish Embassy in China. Ms Karin Gaardsted, the chairman of the Business Committee of the Danish Parliament, attended the event and shared the Danish concept hygge, which has brought fashion, youth, warmth and happiness to Chinese customers.
Great donations for Operation Smile
In the grand finale last year, Kopenhagen Fur and its partners raised a large amount for Operation Smile. The charity partnership continued this year, and 500,000 RMB has been raised to provide free cleft lip surgery to children in underprivileged families. In the past 20 years, Operation Smile has given happy smiles to 22,000 children and their families.
Mr Kenneth Loberg, Director of Marketing and Business Development at Kopenhagen Fur, stated: “We are very proud to see that more and more Chinese customers are choosing fur from Denmark. Kopenhagen Fur is committed to offering the best quality of mink skins to the world. At the same time, we will make an effort to continue spreading happiness and to find new ambassadors in China to shine on the international stage.”