Bangkok, Thailand – Chow Tai Fook Jewellery has opened a new store at Bangkok’s Siam Paragon, its second location in Southeast Asia following its Singapore debut at Changi Airport last November.
One of Asia’s largest jewellery groups, Chow Tai Fook Jewellery said the expansion is part of its brand transformation strategy, positioning its heritage craftsmanship within a more contemporary luxury market. The Bangkok store features collections designed specifically to honour Thai culture and traditions.
“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,” said Sonia Cheng, vice chairman of Chow Tai Fook Jewellery Group.
Alongside the launch, the company named Chinese actor Yang Yang as its new global brand ambassador.
The brand also confirmed broader international plans, with a flagship store in Australia and an additional store in Canada scheduled to open by June 2026, and further Middle Eastern locations expected within two years. The recent Bangkok opening signals Chow Tai Fook’s efforts to bring Chinese luxury products to a broader global presence.
