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Chow Tai Fook, the world's largest jeweller from China, opens in Bangkok and plans to expand globally

Chow Tai Fook Jewellery Group is China's largest jewellery retailer with thousands of shops across mainland China and Hong Kong. The group has begun to look further afield in search of new growth. It started?in Southeast Asia, with a brand-new store in Thailand.

The company opened its flagship store at Bangkok's Siam Paragon, a luxury shopping and lifestyle center in Bangkok. This move is part a 'wave' of Chinese and Hong Kong brands moving abroad to offset slowing domestic demand and rising market saturation in the world’s second-largest economic powerhouse.

Sonia Cheng said that the company's expansion abroad "sees strong momentum in Southeast Asia". Chow Tai Fook plans to open its first store in Australia and another one in Canada before the end of June. It also plans to enter the Middle East within the next two-years. Cheng stated that "we remain committed to measured and value-adding growth with Dubai, Doha, and other markets next on the horizon – a testament to brand's global appeal." Chinese brands, such as Pop Mart and Miniso are actively expanding globally. They have moved beyond low-cost production to establish a stronger presence in the consumer and lifestyle sector. Chow Tai Fook, founded 97 years ago, has been challenged by newcomers like Laopu Gold. This brand is gaining popularity for its luxury retail experience, and traditional Chinese craftsmanship jewelry.

On Friday, the jeweller named Chinese actor Yang Yang its global brand ambassador.

(source: Reuters)