Hong Kong-based jeweller Luk Fook Holdings (International) Ltd has ventured into a new project to attract a younger generation of buyers in China.
The jeweller recently announced its partnership with Tencent Holdings Ltd’s leading smartphone-based online game “Honour of Kings” to create a championship ring for its King Pro League (KPL) in the spring split.
The ring, in 18-karat gold adorned with diamonds, is engraved with the KPL logo on the front and a letter “V” on both sides, which represents the idea of achieving victory through teamwork. The ring’s black gold-plated design was also a gaming-inspired element, Lukfook revealed.
Wong Wai Sheung, chairman and CEO of Lukfook, said, “As a jewellery brand, which always strives to innovate, the group believes in the spirit of ‘winning together’ shown in the KPL. At the same time, the experience of collaborating with the most influential online gaming competition allows the group to get to know the younger generation better, which is helpful in terms of providing them with a brand new understanding of the group.”