Chow Tai Fook Jewellery Group Limited has announced its entry into Thailand with the opening of a strategically significant new store at Siam Paragon, Bangkok’s landmark shopping mall. This move marks an important milestone in the Group’s brand transformation, as it seeks to redefine the global luxury landscape through Chinese craftsmanship and aesthetics.
Chow Tai Fook Jewellery operates more than 5,000 stores worldwide and has a market capitalisation of approximately HKD 122 billion (as of December 31, 2025). As a key component of its brand transformation, the Group is actively strengthening its presence in prime luxury locations across international markets.
The new Siam Paragon store features the brand’s iconic “Chow Tai Fook Red” as its main colour palette, complemented by refined materials and carefully designed lighting to create a warm atmosphere reminiscent of an exquisite museum. The space highlights the charm of traditional Chinese craftsmanship and aesthetics. To deepen its connection with local culture and foster emotional resonance, the Group has also introduced exclusive high-jewellery pieces with Thai characteristics, paying tribute to local traditions.
Chow Tai Fook Jewellery’s international expansion follows a dual-track strategy: revitalising major existing markets while proactively expanding into new high-potential markets to achieve sustainable growth. As of the first half of fiscal year 2026 (April to September 2025), the Group operated around 60 retail points in international markets. Retail sales from international markets (including the Chinese Mainland duty-free business) recorded a year-on-year increase of nearly 17%.
Chow Tai Fook Jewellery’s journey overseas has a long history. The Group opened its first overseas store in Singapore 15 years ago, marking its entry into the Southeast Asian market. Following the opening of its first newly designed store in Southeast Asia at Jewel Changi Airport, Singapore, in November 2025, the new store at Siam Paragon in Bangkok was unveiled shortly thereafter.
Looking ahead, Chow Tai Fook Jewellery will further expand its international retail network. The Group expects to enter the Australian market for the first time by the end of June 2026 and to open another new store in Canada. In addition, it plans to enter the Middle East market within the next two years.
Sonia Cheng, Vice Chairman of Chow Tai Fook Jewellery Group, said, “As the Group actively advances its brand transformation, creating exceptional retail experiences in international markets is a key pillar of Chow Tai Fook Jewellery’s global expansion strategy. This business expansion demonstrates our determination to build Chow Tai Fook Jewellery into a leader in the global luxury sector, while further reinforcing our steadfast commitment to innovation, excellence in quality, and cultural resonance.”
丨Source: Official press release
丨Image Credit: Official press release
丨Editor: LeZhi
