Chow Tai Fook Jewellery Launches Next Phase of International Expansion with New Bangkok Opening and Appointment of Global Brand Ambassador

Core Insights - Chow Tai Fook Jewellery Group is accelerating its overseas strategy as part of its brand transformation, highlighted by the opening of a strategic store in Bangkok and the appointment of Yang Yang as Global Brand Ambassador [1][3]. Group Overview - The Group operates over 5,000 stores globally and has a market capitalization of approximately HK$122 billion (US$16 billion) as of December 31, 2025, focusing on luxury destinations in international markets [2]. Brand Transformation - The new store at Siam Paragon showcases a blend of modern sophistication and cultural heritage, featuring exclusive pieces that honor local Thai culture [4]. - The appointment of Yang Yang aims to engage new audiences and enhance emotional connections with overseas consumers, positioning the brand as a modern embodiment of Chinese luxury [3][6]. International Expansion Strategy - Chow Tai Fook's international expansion is guided by revitalizing existing markets and entering high-potential new territories, with retail sales in the Other Markets segment growing nearly 17% year-on-year [6]. - The Group plans to open its first store in Australia and an additional store in Canada by June 2026, along with intentions to expand into the Middle East within two years [7]. Heritage and Modern Luxury - Celebrating its 95th anniversary, the Group's brand transformation journey began in 2024, blending heritage with contemporary designs to showcase Chinese artistry globally [8]. - The Group has appointed a Creative Director with international exposure to enhance innovative design and branding, introducing signature collections like CTF Rouge and CTF Joie [9]. Product Portfolio - Chow Tai Fook's brand portfolio includes the flagship brand, HEARTS ON FIRE, ENZO, and MONOLOGUE, offering a wide variety of products and expanding its range of IP collaborations [11].