Creative Direction & Launch Design & Marketing Strategy

Chow Tai Fook

Chow Tai Fook - Jewellery Philippines

Timeline: 2019 - Ongoing
Client: Chow Tai Fook Group
Industry: Luxury Goods / Retail
Location: Philippines / Hong Kong


Chow Tai Fook group (“CTF”) is a Hong Kong–based privately owned conglomerate that is engaged in the jewelry, property development, hotel, department store, transportation, energy, telecommunications, port, casino and other businesses.


Launch the Chow Tai Fook luxury jewelry brand in the Philippines market. Filipino buyers were usually buy gold and diamonds from small family shops or overseas during traveling or work. Expats and tourists do not trust the local retailers.

Services Provided

  • Market Research 
  • Strategy Workshop 
  • Launch Design 
  • Marketing Collaterals 
  • Social Media Management
  • Graphic Design
  • Overseas Creative Consulting


Launching a Chinese luxury jewelry brand into the Philippines market brought the challenge of crafting the right visuals and messaging - overcoming biases built in Chinese market successes and helping the client understand the differences in the Philippines market. 


We used desk research to identify four target audiences; High-Income Families, Chinoy (Chinese/Filipino), Chinese Tourists/Expats, and OFW workers. These key segments were then interviewed to understand buying behaviors for gold and luxury jewelry.


Based on the research it was determined to launch the first location inside a high end casino shopping gallery, providing access to which provided access to the highest concentration of target audiences. We also created the launch campaign focused on celebration and family to introduce the brand to the Philippines audience.


CTF successfully launched their first store in Solaire Casino with plans to launch two more locations in 2020 (both currently delayed in the wake of extended quarantines in the Philippines). The successful launch has prompted CTF to create exclusive items for the Philippines market.

Thank you.