Luk Fook Malaysia has opened its third shop, at the Genting Highlands Resort.

The Hong Kong-based jewellery retailer expanded into Southeast Asia in 2010 and now operates 1660 locations through nine countries and regions, including greater China. The Genting Highlands shop will give the brand access to a well-established tourist market that frequents the high-altitude attraction that features casinos and theme parks.

Luk Fook Holdings’ chairman and CEO Wong Wai Sheung said the group is dedicated to providing global customers with high-quality jewellery products, unparalleled shopping experiences, as well as caring and professional services.

“With the drive for the Belt and Road Initiative, together with booming tourism in Southeast Asia, the group is optimistic about the prospects for the region. Following the opening of two retail shops at Pavilion Elite and Suria KLCC in Kuala Lumpur in 2016, the group has established a new retail shop at the 6000-foot highland famous casino and tourist spot – Genting Highlands of Malaysia – to further expand our retail footprint, which fulfils the corporate vision of ‘Brand of Hong Kong, Sparkling around the World’”.

The opening ceremony was attended by multiple dignitaries and celebrities, while Rilakkuma-branded gold coins were distributed among guests.