Chow Tai Fook Jewellery Group, the Hong Kong jeweler, made an sudden look at Shanghai‘s Bilibili World 2025 this weekend, signaling the corporate’s curiosity in China‘s booming anime, comics, and gaming youth tradition.
Chow Tai Fook‘s sales space, which is situated throughout the expo’s core Gaming World part, is designed as an all-white archive storage system punctuated with show home windows stuffed with particular merchandise and an interactive multimedia display, the place guests can enter a lottery to win souvenirs.
Chow Tai Fook at Bilibili World 2025.
Courtesy
“The group’s debut at Bilibili World 2025 underscores the dedication to each product optimization and fostering connections with the following era of shoppers,” the model stated in a press launch.
The house included the jeweler’s collaborations with notable anime, comics and gaming mental property property and types, similar to Black Delusion Wukong, the favored motion journey sport tailored from Chinese language mythology, Edison Chen‘s streetwear model Clot, and Japanese anime Chiikawa.
Dubbed by Chinese language netizens as “Bilibili World’s most costly ‘items’ sales space,” the Chow Tai Fook showcase additionally included items from its CTF Joie assortment, which spun off of its in style CTF Rouge assortment, which is impressed by conventional Chinese language motifs and characters. The CTF Rouge assortment is anticipated to generate round $509.8 million in annual gross sales for the corporate.
The expo, which ran from July 11 to 13 in Shanghai, attracted greater than 300,000 guests. Launched by the Chinese language video streaming and gaming platform Bilibili, the annual showcase included round 700 exhibitors, together with Lenovo, Nvidia, Sony, Disney, and Popmart, the maker of Labubu bag charms. Nevertheless, the undisputed star of the expo is gaming — Japanese online game director Hideo Kojima triggered an uproar upon arriving on the expo.
In response to Chow Tai Fook, the collaborations are part of the model’s transformation technique set in movement in April 2024. Spearheaded by Sonia Cheng, the brand-focused revamp goals to assist the jewellery large keep aggressive in China’s more and more unpredictable market, one the place rising gamers like Laopu Gold have gained consideration by capitalizing on the rising demand for historically crafted Chinese language jewellery.
Up to now, Chow Tai Fook’s culturally savvy collaborations have proven optimistic returns. The Black Delusion Wukong collaboration, which made its debut in January and targeted on gold jewellery, has already generated over 150 million renminbi, or $20.9 million, in retail gross sales.
In response to the model, the gathering “resonated strongly” with male shoppers, which drove demand for self-purchase over gifting. “The proportion of male prospects on the group’s e-commerce channels surged from 20 % to 40 %,” the model famous within the press launch.
