Editor’s Note
**Editor’s Note:** This interview explores how Hong Kong jewelry brand AQUEEN, under founder To Yuen-ning, leverages local identity and sentiment to expand into emerging Belt and Road markets.
AQUEEN’s To Yuen-ning: Hong Kong Life, Hong Kong Sentiment, Hong Kong Taste, Hong Kong Brand – Bravely Entering the New Belt and Road Markets
2018.04.10
AQUEEN, a Hong Kong-based jewelry brand founded by To Yuen-ning, embodies the essence of Hong Kong life, sentiment, taste, and local branding. The brand is now courageously expanding into new markets along the Belt and Road Initiative.
AQUEEN is part of WCJ International Ltd, a company led by To Yuen-ning, who is also associated with Wing Cheong International (Group). The brand focuses on jewelry that reflects Hong Kong’s unique cultural identity and quality craftsmanship.
By leveraging Hong Kong’s status as a global hub for jewelry design and manufacturing, AQUEEN aims to bring its distinctive Hong Kong-style jewelry to emerging markets along the Belt and Road, including regions in Southeast Asia, Central Asia, and beyond. The brand’s strategy combines local heritage with international appeal, targeting consumers who appreciate authentic Hong Kong design and quality.
This move aligns with Hong Kong’s broader push to strengthen economic and cultural ties with Belt and Road countries, offering new opportunities for local brands to expand their footprint globally.
