Round Table China The changing face of gold
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Dec 10, 2025 Traditional gold counters sit quietly as young consumers breathe new life into the market through online livestreams. This tech-savvy generation sees gold not just as a commodity, but as a stylish investment and entertainment. Ownership among those aged 18-24 has soared, spurred by impulse buying incentives online. Reinvented products, like lighter designs and pop culture collaborations, resonate with youth. While many buy for visual pleasure, caution is advised due to the investment risks. The podcast also touches on the cultural significance of gold in family traditions.
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Gold's Meaning Has Shifted For Youth
- Gold's cultural meaning in China is shifting from solemn heirloom to casual, fashionable accessory for young people.
- The metal retains monetary weight but now also delivers entertainment and style value.
Young Ownership Of Gold Is Surging
- Ownership among 18–24 Chinese consumers jumped from 37% in 2019 to 62% in 2025, showing rapid youth adoption.
- Young buyers treat gold purchases as casual, mood-driven purchases rather than life-defining events.
Live Streams Replaced Mall Footfall
- Brick-and-mortar gold stores are shrinking even as total demand stays strong because buying has migrated online.
- Live-stream shopping now drives huge GMV and replaces mall footfall for many young buyers.