Chow Tai Fook taps Yang Yang as global brand ambassador

Chow Tai Fook Jewellery Group has appointed popular Chinese actor Yang Yang as its global brand ambassador, signalling a bold step in its brand transformation journey.

The appointment reflects the commitment to engaging new audiences and deepening emotional resonance with overseas consumers. Yang is set to strengthen the brand’s presence in key international markets, positioning it as a modern, elegant embodiment of Chinese luxury on the world stage.

In tandem, the group has also launched a flagship store at Bangkok’s iconic Siam Paragon, further cementing its global expansion in luxury retail.

These initiatives are part of Chow Tai Fook’s broader strategy to redefine global luxury through the lens of Chinese craftsmanship and artistry. With a market capitalisation of approximately HK$122 billion (US$16 billion) and a network of over 5,000 stores worldwide (as of 31 December 2025), the group is actively strengthening its footprint in international luxury destinations.

The new Siam Paragon store features the brand’s iconic “Chow Tai Fook timeless red” throughout. The space celebrates the beauty of Chinese craftsmanship and artistry with the use of refined materials and thoughtful lighting that create a warm, gallery-like ambience. To build connections and emotional resonance, the Group is introducing a selection of Thai-exclusive pieces that honour local culture.

“As we advance our dynamic brand transformation journey, curating exceptional retail experiences in international markets is pivotal in Chow Tai Fook Jewellery’s overseas expansion strategy. 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.

She added: “Another key aspect of our strategic vision is the appointment of Yang as our global brand ambassador. Through this alliance, we will cultivate a refined and contemporary identity for a Chinese luxury brand on the world stage.”

The opening of the Siam Paragon store follows the debut of the Group’s first newly designed store in Southeast Asia, which opened at Singapore Changi Airport in November 2025. Building on this momentum, Chow Tai Fook Jewellery is set to further expand its international retail network, with plans to open its first store in Australia and an additional store in Canada by the end of June 2026. The Group also intends to expand into the Middle East market within two years.

In celebration of its 95th anniversary, the Group embarked on a brand transformation journey in 2024 to redefine global luxury. By blending heritage with contemporary iconic designs, the Group showcases the beauty of China to the world through exquisite jewellery that honours tradition while embracing modern elegance. ​

Chow Tai Fook Jewellery is the first Chinese jewellery brand to appoint a creative director with international perspectives and exposure, underscoring its commitment to innovative design and narrative-driven branding. Led by Creative Director of High Jewellery, Nicholas Lieou, the Group introduced its signature collections, including the CTF Rouge and CTF Joie Collections.

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

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