Yee rejigs NiHao

CHIANG MAI  Versatile travel and book publisher, Jaffee Yee, is branching out with a new publication focusing on Chinese travellers visiting North Thailand.
Following on from his launch of Thailand’s first Chinese travel magazine NiHao, two years ago, Yee, who is the publisher & editor-in-chief, says he is rebranding the publication to cover Thailand by region starting with the North.
The first edition of NiHao Chiang Mai has been released, according to Yee, who noted the editorial focus extends beyond the Chiang Mai gateway to Chiang Rai and other parts of northern Thailand.
inside no 6“It is positioned as a premier Chinese language magazine on travel, property and lifestyle of this region targeting Chinese readers and affluent FIT visitors covering Greater China as well as overseas Chinese mainly from Singapore and Malaysia,” the launch preamble states.
Besides mainstream tourism, the editorial includes adventure, sustainable tourism, arts and culture, contemporary Lanna lifestyle and property investment.

In his publisher’s note, Yee writes: “Chinese visitors to Thailand… will exceed 8 million this year and for Chiang Mai the number is fast approaching a million… it’s timely to launch NiHao Chiang Mai.”
Other regional titles are being planned as franchisee arrangement working with established local publishers. In the long-term Yee intends to cover all tourism regions in Thailand visited by Chinese with specialised publications under the NiHao brand.
NiHao Chiang Mai is published by Knowledge Media Group Limited. On its website, Yee is identified as managing director of the company incorporated in Chiang Rai in 2006.

sourced:ttrweekly.com