Chow Tai Fook’s recent announcement on Weibo that TV host Du Haitao would serve as its “Blessing Ambassador” for its Qixi Festival campaign sparked criticism, with some consumers questioning the alignment between Du’s public image and Chow Tai Fook’s brand positioning. The company quickly deleted the related Weibo post. Chow Tai Fook’s sales in mainland China plummeted by 18.6% YoY in the first fiscal quarter ending June 30, while sales in Hong Kong, Macau, and other markets dropped by 28.8%. Same-store sales in mainland China fell by 26.4%, and in Hong Kong and Macau, by 30.8%, primarily due to macroeconomic factors and rising gold prices. The company forecasts flat revenue for the 2025 fiscal year, plans to close 95 stores, and will continue to optimize its channels.