On May 14th, market rumors circulated regarding a price increase for CHOW TAI FOOK's fixed-price gold jewelry. According to media reports, certain fixed-price gold items were scheduled for a system update after store closures on the evening of the 14th, with a new round of price adjustments taking effect on May 15th, with increases for some styles ranging between 10% and 15%.

In response to the rumors, CHOW TAI FOOK's official statement clarified, "Our jewelry pricing is determined by a combination of factors, including raw material costs, design and production, operational expenses, taxes, and brand value, while also considering market conditions and consumer expectations. This price adjustment involves only a very small portion of products, with the majority of product prices remaining unchanged."