Reportedly, Beijing Oriental Joy Culture Arts Development Co., Ltd. (Oriental Joy) completed its Series A funding from Sequoia Capital China days ago. The investment detail had yet to be disclosed.

Founded in 2000, Oriental Joy secures its profit from its star interview and living style programs broadcasted in satellite TV stations and local TV stations. The founder is Jing Li, a TV program producer and DJ.

Sources say Sequoia Capital China shows confidence of investing such a company related to living styles change of middle or high-income groups. The business model is copied from US Martha Stewart Living Omnimedia Inc. The business scope includes magazine, TV program and household products sales. It aims to influence the audience consumption practice via the above-mentioned media and enhances the selling of offline related products.