JCPENNEY SPONSORS THE 2007 AZN ASIAN EXCELLENCE AWARDS®

							                                                        Contact:
                                                        Heidi Hsu
                                                        interTrend Communications
                                                        562-733-1887
                                                        Heidi@intertrend.com



   JCPENNEY SPONSORS THE 2007 AZN ASIAN EXCELLENCE AWARDS®

Nationally Televised Award Ceremony to Air on E! Entertainment Television May 24
                           and AZN Television May 28


PLANO, Texas (May 22, 2007) – Reflecting its ongoing dedication and commitment
to the Asian American community, JCPenney, one of America’s leading department
store retailers, proudly announces its role as the presenting sponsor for the 2007
AZN Asian Excellence Awards®, the only nationally televised event celebrating
significant Asian and Asian American achievements in entertainment, the arts and
other disciplines that have had a profound impact on American culture.


“JCPenney is delighted to be a part of the AZN Asian Excellence Awards®,” stated
Mike Boylson, executive vice president and chief marketing officer for JCPenney.
“We recognize the deep and meaningful sentiments of the Asian American
community nationwide and honor its immense impact within American history.”


The 2007 AZN Asian Excellence Awards will premier on AZN Television, the network
for Asian Americans, on May 28 at 8 p.m. ET/PT in celebration of Asian Pacific
American Heritage Month. Additionally, the hour-long special will air on E!
Entertainment Television on May 24. The ceremony was taped live on May 16 at
UCLA’s Royce Hall during Asian Pacific American Heritage Month with 1,200
attendees.



Celebrities who attended the 2007 AZN Asian Excellence Awards included: Chow
Yun Fat, Daniel Dae Kim, Grace Park, Lou Diamond Phillips, Jeffrey Rush, Russell
Wong, Rob Schneider, Margaret Cho, Dat Phan, Russell Peters, Maggie Q and many
more.
As part of the presenting sponsorship, JCPenney will be represented on all of AZN’s
promotional and advertising material related to the broadcast, in addition to having its
commercial spots featured online at www.azntv.com and during the awards
presentation on AZN and E!




About JCPenney

JCPenney is one of America's leading retailers, operating 1,039 department stores
throughout the United States and Puerto Rico, as well as one of the largest apparel
and home furnishing sites on the Internet, jcp.com, and the nation's largest general
merchandise catalog business. Through these integrated channels, JCPenney offers
a wide array of national, private and exclusive brands which reflect the Company's
commitment to providing customers with style and quality at a smart price. Traded as
"JCP" on the New York Stock Exchange, the Company posted revenue of $19.9
billion in 2006 and is executing its strategic plan to be the growth leader in the retail
industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning,
intended to generate deeper, more emotionally driven relationships with customers
by fully engaging the Company's 155,000 associates to offer encouragement, provide
ideas and inspire customers every time they shop with JCPenney.


                                          # # #
(From Le ft to Right): Multicultural Marketing Director, Manny Fernandez
with actor Dustin Nguyen; Yvonne Fernandez; Corporate Consumer Brand
Marketing Director, Merianne Roth and her spouse, Mr. Roth.
(From Le ft to Right): Multicultural Marketing Director, Manny Fernandez;
Yvonne Fernandez; actress Michelle Krusiec and Corporate Consumer
Brand Marketing Director, Merianne Roth.
(From Le ft to Right): Corporate Consumer Brand Marketing Director,
Merianne Roth; Restaurant Pioneer, Nobuyuki Matsuhisa; Fashion Designer,
Vivienne Tam and Multicultural Marketing Director, Manny Fernandez.
(From Le ft to Right): JAAG members Christine Chu-Ba, Jaime Kamerud,
host Daniel Dae Kim and JAAG member Tina Ngo.
(From Le ft to Right): JAAG member Christine Chu-Ba, actor Kal Penn,
JAAG members Tina Ngo and Jaime Kamerud.
(From Le ft to Right): JAAG member Jaime Kamerud, actor John Cho and
JAAG members Tina Ngo and Christine Chu-Ba.
(From Le ft to Right): JAAG member Justin Hung with co-host Grace
Park.