Chow Tai Fook Jewellery Group made its debut at Bilibili World 2025 (“BW2025”), the largest anime, comics, and gaming (“ACG”) event in China.

Taking place in Shanghai from 11–13 July, the event was a vibrant celebration of ACG culture, which captivated millions nationwide and drove impressive consumer engagement. The Group showcased its iconic collaborations with notable IPs and brands such as China’s first domestic 3A game “Black Myth: Wukong”, a streetwear label and several trending anime titles, all of which have been extremely well-received since their launch.

Since launching its brand transformation in April 2024, Chow Tai Fook Jewellery has embraced IP collaborations as a key focus of its product optimisation strategy. The initiative seeks to cultivate the next generation of customers by enhancing brand desirability and resonating with younger consumers’ pursuit of emotional connection and personal expression.

A successful track record of IP collaborations has helped the Chow Tai Fook Jewellery’s brand expand its customer base. One such example is the recent collaboration with “Black Myth: Wukong”, which has generated more than RMB150 million in retail sales value since its launch this January. This collection resonated strongly with male customers, driving demand for self-purchases over gifting. This shift enabled the Group to tap into new customer segments. Notably, following the collection’s debut in late January, the proportion of male customers on the Group’s e-commerce channels surged from 20% to 40%.

Chow Tai Fook Jewellery has also delivered impressive results through culturally inspired IP collaborations that reflect the "Guochao" trend. The Chow Tai Fook Palace Museum Collection, launched in collaboration with the Palace Museum in Beijing in April 2024, blends traditional culture with contemporary design, generating sales of approximately HK$4 billion in FY2025 (April 2024 – March 2025), exceeding the Group’s annual target.

Being at the fore of consumer trends, Chow Tai Fook Jewellery recognises the dual impact of the growing influence of ACG culture as well as the increasing demand for products imbued with cultural significance. Built on 96 years of rich heritage, Chow Tai Fook Jewellery continues to transform and aims to be the leading global jewellery brand that is a trusted lifetime partner for every generation. The Group’s debut at BW2025 underscores the commitment to both product optimisation and fostering connections with the next generation of consumers.