Chow Tai Fook opened a new concept store at Shanghai's Plaza 66 shopping mall. Located on the mall’s second floor, the store integrates Eastern aesthetics with modern design as part of the brand’s strategy to enhance its high-end market presence. The interior features the brand’s signature red tone, dark walnut wood, and curved display cases. The layout includes dedicated areas for collections such as heritage gold and high-end jade, along with a VIP section. The store opening reflects Chow Tai Fook’s ongoing brand transformation and focus on premium retail locations to attract high-value customers.