Chow Tai Fook Jewellery Group, the largest jewellery retailer in China with an extensive network of stores across mainland China and Hong Kong, is accelerating its international expansion as it seeks new growth opportunities beyond its domestic market. The company has marked its entry into Southeast Asia with the opening of a flagship store in Bangkok, Thailand, located in the luxury lifestyle and shopping destination Siam Paragon, which officially launched on Friday.
This move reflects a broader trend of Chinese and Hong Kong consumer brands expanding overseas to counter slowing domestic growth, increased market saturation, and pricing pressures in China, the world’s second-largest economy. Sonia Cheng, vice-chairman of Chow Tai Fook, said the company’s international expansion, particularly in Southeast Asia, “is seeing strong momentum,” signaling the group’s strategic pivot toward markets with high potential for luxury retail growth.
The Bangkok store is just the beginning of Chow Tai Fook’s global expansion plans. The company aims to open its first stores in Australia and Canada by the end of June 2026 and is targeting the Middle East, with planned openings in Dubai and Doha within the next two years. “We remain committed to measured, value-adding growth, with Dubai and Doha next on the horizon — a testament to our brand’s enduring global appeal,” Cheng added.
As part of strengthening its global brand presence, Chow Tai Fook also appointed Chinese actor Yang Yang as its global brand ambassador, further reinforcing the company’s image as a contemporary and internationally recognizable luxury brand.
The company’s push into international markets comes amid increasing competition in China from emerging players like Laopu Gold, which has attracted attention with its luxury retail experience and focus on traditional Chinese craftsmanship in jewellery. By diversifying geographically, Chow Tai Fook aims to balance its exposure between domestic and international markets, leveraging its nearly century-long heritage to attract new consumers and reinforce its position as a leading global jeweller.
This expansion also aligns with a larger trend of Chinese consumer and lifestyle brands, such as Pop Mart, Miniso, Xiaomi, and Anta, pursuing international growth as a way to build stronger global footprints, diversify revenue streams, and enhance brand prestige. Chow Tai Fook’s strategy highlights its ambition to evolve from a regional powerhouse into a truly global luxury jewellery brand.
