Once dismissed as “old-fashioned,” gold jewelry has regained its luster among young Chinese. According to the 2024 Chinese Gold Jewelry Retail Insights report by the World Gold Council, people aged 18 to 34 accounted for over one-third of gold jewelry sales last year.
A major driver behind this trend is gold’s appeal as an investment. With global gold prices soaring to record highs amid global economic uncertainty, Chinese demand has surged. As of May 21, gold was priced at around 755 yuan (US$105) per gram.
Another factor fueling this gold rush is improved design. Jewelry brands are targeting younger buyers with modern, playful pieces. Leading jeweler Chow Tai Fook has released collections featuring Disney and Hello Kitty characters. Other brands offer “lucky bead” bracelets aimed at stressed-out young people hoping for good fortune in school, work or marriage.
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