Despite a significant increase in gold prices, sales of gold jewelry in Guangdong Province, southern China, have continued to grow. The trend is fueled by strong cultural preferences and gold’s reputation as a reliable investment.
Traditional Chinese designs, such as the Zhuanyun Bead, which symbolizes good luck, remain highly popular. This is especially true during the Chinese New Year, when gold is seen as both a secure and auspicious way to store wealth.
“I see buying gold as a way to reward myself. Other items might lose value quickly, but gold holds its worth,” said a buyer in Shantou City. Another customer added, “Gold prices are rising, so keeping these pieces helps preserve their value.”
Younger consumers are also driving demand through innovative trends like gold phone stickers. These stickers, often engraved with auspicious phrases like “wish you wealth,” have become a hit. Since the start of 2024, over 200,000 gold stickers have been sold on Taobao, a major e-commerce platform.
Weighing between 0.01 and 0.2 grams, these lightweight stickers offer an affordable way for people to own gold. Collaborations with popular intellectual property (IP) brands have further boosted their appeal.
“I bought this character-themed gold item as a gift for my kids because they love it,” shared one buyer.
According to the World Gold Council’s “2025 Gold Outlook” report, released in December 2023, gold prices are expected to deliver their strongest annual performance in nearly a decade this year. This outlook reinforces gold’s status as a valuable asset for both cultural and financial reasons.
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