Chow Tai Fook Jewellery Group announced last Friday its entry into Bangkok's iconic Siam Paragon mall, while concurrently appointing Chinese actor Yang Yang as its global brand ambassador. [Photo provided to chinadaily.com.cn]
Chow Tai Fook Jewellery Group announced its entry into Bangkok's iconic Siam Paragon mall. With over 5,000 stores worldwide, Chow Tai Fook's Thailand expansion is a crucial part of the group's brand transformation, which aims to further advance its global market penetration.
As a landmark luxury retail destination in Southeast Asia, Siam Paragon now houses Chow Tai Fook's store featuring the brand's signature "Chow Tai Fook Timeless Red" as the main tone, showcasing the charm of traditional Chinese craftsmanship and aesthetics. To enhance local cultural connection and emotional resonance, the group launched exclusive Thailand-themed premium products to pay tribute to the local traditional culture.
"As we advance our dynamic brand transformation journey, curating exceptional retail experiences in international markets is pivotal in Chow Tai Fook Jewellery's overseas expansion strategy," Sonia Cheng, vice-chairman of Chow Tai Fook Jewellery Group, said. "This expansion is part of our ambition to establish Chow Tai Fook Jewellery as a leading force in global luxury, while reinforcing our legacy of innovation, excellence, and cultural resonance."
Chow Tai Fook Jewellery Group announced last Friday its entry into Bangkok's iconic Siam Paragon mall, while concurrently appointing Chinese actor Yang Yang as its global brand ambassador. [Photo provided to chinadaily.com.cn]
Founded in 1929, Chow Tai Fook made its first foray into the Southeast Asian market 15 years ago with its first overseas store in Singapore. In November 2025, it opened its first newly designed store in Southeast Asia at Changi Airport. As of the first half of the 2026 fiscal year — April to September 2025 — the group operates approximately 60 retail outlets in international markets, with retail sales in these markets growing by nearly 17 percent year-on-year.
Chow Tai Fook Jewellery Group announced last Friday its entry into Bangkok's iconic Siam Paragon mall, while concurrently appointing Chinese actor Yang Yang as its global brand ambassador. [Photo provided to chinadaily.com.cn]
Looking ahead, Chow Tai Fook will continue to expand its international retail network. It plans to enter the Australian market for the first time by the end of June 2026, open another new store in Canada, and make inroads into the Middle Eastern market within two years.
