Chow Tai Fook Jewelry Group, the Hong Kong jeweler, made an unexpected appearance at Shanghai‘s Bilibili World 2025 this weekend, signaling the company’s interest in China‘s booming anime, comics, and gaming youth culture.

Chow Tai Fook‘s booth, which is located within the expo’s core Gaming World section, is designed as an all-white archive storage system punctuated with display windows filled with special products and an interactive multimedia screen, where visitors can enter a lottery to win souvenirs.

“The group’s debut at Bilibili World 2025 underscores the commitment to both product optimization and fostering connections with the next generation of consumers,” the brand said in a press release.

The space included the jeweler’s collaborations with notable anime, comics and gaming intellectual property assets and brands, such as Black Myth Wukong, the popular action adventure game adapted from Chinese mythology, Edison Chen‘s streetwear brand Clot, and Japanese anime Chiikawa.

Dubbed by Chinese netizens as “Bilibili World’s most expensive ‘goods’ booth,” the Chow Tai Fook showcase also included pieces from its CTF Joie collection, which spun off of its popular CTF Rouge collection, which is inspired by traditional Chinese motifs and characters. The CTF Rouge collection is expected to generate around $509.8 million in annual sales for the company.

The expo, which ran from July 11 to 13 in Shanghai, attracted more than 300,000 visitors. Launched by the Chinese video streaming and gaming platform Bilibili, the annual showcase included around 700 exhibitors, including Lenovo, Nvidia, Sony, Disney, and Popmart, the maker of Labubu bag charms. However, the undisputed star of the expo is gaming — Japanese video game director Hideo Kojima caused an uproar upon arriving at the expo.

According to Chow Tai Fook, the collaborations are a part of the brand’s transformation strategy set in motion in April 2024. Spearheaded by Sonia Cheng, the brand-focused revamp aims to help the jewelry giant stay competitive in China’s increasingly unpredictable market, one where emerging players like Laopu Gold have gained attention by capitalizing on the rising demand for traditionally crafted Chinese jewelry.

So far, Chow Tai Fook’s culturally savvy collaborations have shown positive returns. The Black Myth Wukong collaboration, which made its debut in January and focused on gold jewelry, has already generated over 150 million renminbi, or $20.9 million, in retail sales.

According to the brand, the collection “resonated strongly” with male consumers, which drove demand for self-purchase over gifting. “The proportion of male customers on the group’s e-commerce channels surged from 20 percent to 40 percent,” the brand noted in the press release.