Chow Tai Fook's gold products featuring Chiikawa sold out in hours

Chow Tai Fook Jewellery Group has partnered with the beloved Japanese manga Chiikawa to launch an exclusive themed jewellery collection that has won the hearts of fans and younger generations. The first batch of the collection was sold out in a few hours since its release. 

Officially launching on 23 March morning at its iSQUARE store in Hong Kong and MGM store in Macau, the first batch of the collection includes nine Chow Tai Fook Chiikawa gold charms and gold coins, priced between HK$540 and HK$2,100. The partnership aims to keep Chiikawa always by customers' side, embodying the innocence and wonder of a childlike heart.

The collaboration has attracted large queues of dozens of people outside the iSquare store before its opening, according to multiple media reports such as HK01 and Sing Tao Headline. The queue had surged to over a hundred people by noon. The number of people in the queue had exceeded a hundred by noon, with some products selling out within two hours of the commencement of the sale. Chow Tai Fook only accepts pre-orders currently, with delivery scheduled for mid-May. 

According to HK01, a university student spent around HK$8,000 on buying six items, expressing a desire to purchase more had there been no restrictions. Meanwhile, some parents bought Chiikawa gold charms for their daughter, believing that the "Chiikawa economy" is better than the "panda economy”, proposed by Hong Kong lawmakers, stating that Chiikawa is now more popular.

On the other hand, some customers who successfully purchased the themed products quickly resold them on online marketplace Carousell, according to a check by MARKETING-INTERACTIVE. The prices varied slightly depending on the specific item, with the original HK$540 charms being listed for resale starting from HK$800. Additionally, the original HK$2,100 bracelet charms were being resold for prices ranging from HK$2,300 to HK$2,900, marking an increase of HK$200 toH$800.

Chiikawa, meaning "small and cute" in Japanese, is a manga series by artist Nagano that debuted in January 2020. The comic follows charming creatures in a world of sweet and challenging moments, quickly gaining a broad fan base. Its transition from web to TV propelled Chiikawa's popularity, leading to collaborations with brands to introduce a range of merchandise. For example, last December, CASETiFY partnered with Chiikawa to release a collection of phone cases and accessories featuring the main characters - Chiikawa, Hachiware, and Usagi - with travel-inspired elements.

MARKETING-INTERACTIVE has reached out to Chow Tai Fook for more information. 

Don’t miss: Chow Tai Fook modernises retail experience with new concept store in HK

Back in September last year, Chow Tai Fook Jewellery Group launched a new concept store in Hong Kong, showcasing Chinese culture and exquisite craftsmanship which align with the brand’s values.

The new concept store, occupying 2,880 square feet of prime retail space on Queen’s Road, Central, celebrates Chinese history and design, while infusing modernity across the collections and overall customer experience.

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