Luk Fook Cambodia has opened its first store, a flagship in Phnom Penh.

It marks the expansion of the Hong Kong jewellery group’s retail network to 11 countries and regions.

“With the launch of the Belt and Road Initiative, the group is optimistic about the prospects of the Southeast Asian market,” says group chairman/chief executive Wong Wai Sheung. The group entered Malaysia last year with two shops.

Phnom Penh’s flagship store in Sihanouk Boulevard covers more than 5600sqft (520sqm) and is next to a tourist hotspot. The group expects to follow up by further expanding its retail network in Southeast Asia.

Luk Fook sources, designs and retails gold and platinum jewellery and gemset jewellery products. It has more than 1610 shops in Hong Kong, Macau, China, Singapore, Korea, Malaysia, Cambodia, the US, Canada and Australia.