Hong Kong-based jeweler Chow Tai Fook has opened its first store in Bangkok, Thailand, marking an important step in its growth amid plans for further locations in Australia and Canada.
“This expansion is part of our ambition to establish Chow Tai Fook…as a leading force in global luxury, while reinforcing our legacy of innovation, excellence, and cultural resonance,” Chow Tai Fook vice chair Sonia Cheng said last week.
The new location in Bangkok’s Siam Paragon mall features the company’s signature “timeless red” and showcases a blend of modern sophistication and cultural heritage, it said. It has introduced a selection of pieces that are exclusive to the Southeast Asian country and celebrate the local culture.
The group, which operates more than 5,000 stores around the world, aims to increase its presence in international luxury markets beyond its core business in Hong Kong and China.
It intends to open its first store in Australia and an additional one in Canada by the end of June 2026, with plans to enter the Middle East market within two years. This follows the launch of a shop in Singapore Changi Airport in November 2025.
The company has appointed Chinese actor Yang Yang as its global brand ambassador to help promote the brand internationally. It hopes the collaboration will help establish a refined, modern identity for the label.
Image: Chow Tai Fook’s new store in Bangkok. (Chow Tai Fook)
