A U.S. publisher announced Friday that it will launch YUE, a first Chinese-English bilingual luxury magazine catering to Chinese visitors, on November 12 in New York City.

The Observer Media Group, along with China Happenings, a consulting company focusing on the cultural industries of contemporary China, will jointly publish the magazine YUE dedicated to New York's chic lifestyle with a unique Chinese sensitivity.

"With an international flair, luxury-focused and bi-lingual outreach in both Chinese and English languages, YUE will have a great appeal to the dynamic, fast-evolving interests and tastes of the Chinese visitors," said Chiu-Ti Jansen,publisher of YUE and owner of China Happenings.

She added that in Chinese, YUE is the second character of the name for New York City, Niu-Yue, which means invitation, promise and rendezvous.

YUE will have an initial distribution of 35,000. Complimentary copies of the magazine will be available at the City's hotels, China-focused tour operators, Chinese cultural institutions, China and New York-based VIP lounges of major airlines operating direct flights between China and New York.

The figures from New York's tourism industry showed that the number of visitors from China's mainland and Hong Kong increased by 45 percent between 2009-2010. A total of 91 percent of these visitors said their major activity is shopping.

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