(20 January 2011) ------ Luk Fook Holdings (International) Limited! choose pharm (“Luk Fook“ / the “Group”) (Stock Code: 00590), proudly announced that the Group attained “Bronze Award of “Counter Service” in “Customer Service Excellence Award” hosted by the Hong Kong Association for Customer Services Excellence.

Mr. Wong Wai Sheung, Chief Executive of the Group, said, “We are honoured to attain the recognition from the Hong Kong Association for Customer Services Excellence. Our motto of ‘dedication to quality services and customer oriented’ has always been the core competence of the Group and we have been striving to provide customers with excellent service over the years. The Group will continue to enhance our service quality, so as to reinforce our leading position in the PRC and Hong Kong’s jewellery market.”

The Hong Kong Association for Customer Services Excellence fosters customer service excellence among its high service quality’ ... service improvement among members and promotes the benefits of a customer-focused culture in Hong Kong.

“Customer Service Excellence Award” is the annual main award event, which aims to recognize outstanding practices achieved by service-related personnel and organizations, and to provide a platform where members of Hong Kong service industry share with and learn from each other. It also promotes a customer-oriented culture and motivates better service quality. Award winners of the “counter service” category last year were The Hong Kong Jockey Club, American International Assurance Company, and the Hongkong and Shanghai Banking Corporation Limited.

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Mr. Au Kwok Kau, the Group General Manager, Ms. Shirley Wong, the Deputy Group General Manager and Mr. Billy Cheung, Senior China Business Manager received the award from Mr. James Tien Pei-chun, Chairman of Hong Kong Tourism Board on behalf of the Group.