Cedar Publishing sets up in Shanghai, launches Tesco mag

It is understood that Cedar will partner with Yoho, publisher of youth magazine Yoho.

The magazine, named 'Tesco Lifestyle' is expected to be officially launched in China on June 24. The magazine will be targeted in line with a similar customer publishing arrangement between Tesco and Cedar in the UK, aiming at family shoppers with news and features on fashion, celebrities, travel and healthy living.

Tesco currently has more than 100 hypermarkets and four larger 'Lifespace' shopping malls in China. While it is a relative newcomer on the retail scene, it has big ambitions. Tesco China CEO Tim Ashdown has told media he hopes to at least double this investment to over 200 hypermarkets.

Cedar's custom publishing unit in Shanghai will conduct work in Chinese.