Chow Tai Fook Jewellery Group is officially taking its “Timeless Red” branding to the global stage. The Hong Kong-based luxury powerhouse has inaugurated its first store in Bangkok, Thailand, located in the prestigious Siam Paragon mall. This opening serves as a key milestone in the company’s aggressive strategy to pivot toward international markets.

The new Bangkok boutique is more than just a retail space; it is a showcase of the brand’s “brand transformation” journey. Featuring a blend of modern sophistication and traditional Chinese craftsmanship, the store offers exclusive collections tailored specifically for the Southeast Asian market to celebrate local Thai culture.

Strategic Global Roadmap With a massive network of over 5,000 stores primarily in Greater China, Chow Tai Fook is now looking far beyond its traditional borders:

• Southeast Asia: Following a successful launch at Singapore Changi Airport in November 2025, the Bangkok store reinforces the brand’s regional presence.
• Western Expansion: The group plans to enter Australia for the first time and open an additional location in Canada by June 2026.

• Middle East: A formal entry into the Middle Eastern luxury market is projected within the next two years.

A Vision of Modern Luxury “This expansion is part of our ambition to establish Chow Tai Fook as a leading force in global luxury,” said Sonia Cheng, Vice Chair of Chow Tai Fook Jewellery Group. She emphasized that the move reinforces the brand’s legacy of “innovation, excellence, and cultural resonance.”

To support this international push, the company has appointed renowned Chinese actor Yang Yang as its Global Brand Ambassador. By aligning with one of Asia’s most recognizable faces, the jeweler aims to cultivate a “refined, modern identity” that resonates with a younger, diverse, and global audience.