The 'Asia Model Festival Awards New Face Search' 2011' will kick off in October as
international model and actress Amber Chia scouts for promising models to represent
Malaysia, for the first time ever, of the Asia New Face Model Search (ANFMS) 2012, which will
be held in conjunction with the 7fh Asia Model Festival Awards (AMFA) in Seoul, Korea.

Two winners - one female and one male - will be crowned the new faces of Malaysia of a
grand finale in November 2O11. Both these winners as well as both their respective runners-up
will win on all-expense paid trip to the 7th AMFA in Seoul to compete at the ANFMS 2012.
Winners of the ANFMS will stond o once in o lifetime chance to make their international
debuts on Fashion Week runways all across the Asian region.

"To be able to represent our country of the Asia New Face Model Search 2012 will be such a
prestigious honor, and it will also serve as an excellent platform to open many international
doors for a model. As such, I am extremely grateful to the Korea Model Association {KMA) for
allowing me to bring this amazing opportunity to Malaysia!", explains Amber Chia, who was
appointed the exclusive representative to select up-and-coming models from Malaysia to
compete of the annual ANFMS during her trip to Seoul, where she signed a memorandum of
understanding (MoU) with KMA chairman Yong Eui-sig on 29tn April 201 l.

Established for the appreciation and cultivation of modeling talent, AMFA plays an important
role in promoting harmony and exchange between models all over Asia. Organised annually
by the KMA, which is the only government-sanctioned body under South Korea's Ministry of
Culture, Sports and Tourism, the prestigious AMFA is touted as the Academy Awards
equivalent to the Asian modeling and fashion industry.

An estimated 1.3 billion people, across 128 countries around the world, are expected to
watch next year's AMFA as it will be aired over more than 20 channels such as SBS Plus,
China Guangxi TV, KNTV Asia and Arirang TV, just to name a few. Set to be held during the
second half of January 2012 at the majestic Olympic Hall of the Seoul Olympic Park, the 7m
AMFA will toke ploce throughout on eventful three-day, which will include fashion shows,
beauty fairs, an awords ceremony and of course, the ANFMS 2012.

At the 6th AMFA, which was held early lhis yeor, our very own Ford Models Supermodel of the
World Malaysia 2009 winner Kelly Jagan proudly brought home the 'Stor Model Awqrd -
Malaysia' trophy. Besides that, Malaysian top model Tinie also won the 'Star Model Awords'
back in 2008.

Other post award recipients of AMFA included the crerne de la creme of the international
fqshion, modeling ond entertoinment industry such as Taiwanese supermodel Lin Chi-Ling;
Taiwanese actors and singers Jerry Yan and Joe Cheng; China's Next Top Model Cycle 3
winner Susanna Moo; international recording artist and actor Rain; American actresses
Celeste Thorson and Esther Choe; Japanese actress Hayashi Tonton; Thai octress
Khemupsorn 'Cherry' Sirisukho; South Korean girl groups Wonder Girls, Girls' Generation ond
4Minute; South Korean boy bands Super Junior ond 2PM; Filipino aclors Aljur Abrenico ond
lzo Colzada; Filipino singers Frencheska Fan and Freddie Aguilor; South Korean designer the
late Andre Kim; and many more.

APPLICANTS for the 'Asia Model Festival Awards New Face Search 201I may
register online via one of the following links:
(l )
(2) /
For MEDIA, please feel free to contact James Tan via

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