Kopenhagen Fur will stage the second Ms Happiness pageant at the Danish embassy in Beijing. Happiness Shine is a beauty competition that selects candidates to represent the fur industry.

From October to January, the competition will run through seven cities in China - Harbin, Changchun, Shenyang, Dalian, Taiyuan, Beijing and Shanghai. It is expected to attract more than 1,000 contestants. The winner will be invited to Copenhagen International Fashion Week. His or her image will be used in Kopenhagen Fur's boutiques around China.