As China grapples with its most severe deflation in 15 years and economic turbulence, 18-year-old Tina Hong has turned to gold beans as a beacon of financial security.
With the stock market’s volatility and unattractive bank interest rates, Hong, a college freshman studying computer science in Fujian province, sees gold beans as a stable investment. Weighing as little as one gram and costing approximately 600 yuan ($83) per gram, these beans are becoming increasingly favored among young Chinese consumers like Hong.
Branded as an accessible investment option for the younger demographic, gold beans packaged in glass jars have emerged as the latest sensation in Chinese jewelry stores. The trend reflects a broader surge in gold consumption across the mainland, particularly among Generation Z consumers, as highlighted in the 2023 China Jewelry Consumer Trends Report by Chow Tai Fook Jewelery Group Ltd.
The allure of gold has intensified amidst economic uncertainties, with traditional investments losing appeal. Declines in the stock market, a stagnant property market, and diminishing returns on wealth management products have driven young people to explore alternative avenues for preserving and growing their wealth.
Nikos Kavalis, Managing Director at Metals Focus Ltd., underscores the trend, noting a shift towards “asset-style jewelry” like gold beans among young consumers. However, he cautions against investing in gold beans due to their inflated prices compared to the commodity’s spot price, suggesting gold ETFs as a more prudent investment option.
Despite such warnings, the fascination with gold pervades social media platforms like Weibo, where discussions about the enduring value of gold attract millions of users. The perception of gold as a low-risk investment is reinforced by its historic price highs and its reputation as a hedge against economic uncertainties.
According to the World Gold Council, three-quarters of gold consumers are now between 25 and 35 years old, underscoring the growing influence of younger demographics in the gold market. Sales of gold, silver, and jewelry surged by 29.4% year-on-year in December, reflecting a robust appetite for precious metals among Chinese consumers.
However, experts caution against potential pitfalls, such as purchasing impure gold beans unknowingly. Lily Chen, a 26-year-old office worker in Shanghai, learned this the hard way when she discovered that the gold beans she purchased were adulterated with iron, zinc, and copper.
Despite such challenges, the trend of embracing gold as both an investment and a symbol of status and affection continues to flourish on social media platforms, underscoring its enduring allure among Chinese consumers. From diary-like entries on gold purchases to couples repairing relationships with gold gifts, the fascination with gold permeates various aspects of Chinese society, reflecting its enduring cultural and economic significance.
