In 1982, China's supreme leader Deng Xiaoping pronounced that it was 'time for China to prosper, for it had been poor a thousand years ... to get rich was glorious'. This pronouncement is realised in China, as Deng's economic reform and efforts of subsequent leaders in the last three decades, have produced a phenomenal economic transformation. This transformation has propelled China into one of the world's super economic powerhouses, creating a large and growing middle-class. Forecast to be numbered more than 520 million, the middle-class, will form the largest consumer market in the world in the next two decades.