China’s Gold Rush in 2025: How Young Chinese Consumers Are Driving the Boom
Once seen as a traditional investment or bridal necessity, gold market in China is evolving. In 2025, a new wave of younger Chinese consumers is redefining the meaning of gold through cultural heritage, fashion expression, and design-led craftsmanship.
At this year’s 618 Shopping Festival, high-craftsmanship gold accessories stole the spotlight — with Lao Pu Gold surpassing RMB 1 billion in GMV on Tmall alone1, according to Sina Finance. Simultaneously, the brand opened its first overseas store in Singapore’s Marina Bay Sands on June 21, attracting attention from major investment analysts and media outlets like Goldman Sachs and Morgan Stanley2.
According to iFans, gold-related content on Xiaohongshu (RedNote) in June generated over 71M+ engagements, with an estimated 200M+ reads, reflecting how the new generation of consumers are fueling this gold trend.
Sources:
1 https://www.campaignasia.com/article/how-a-chinese-gold-brand-is-glittering-from-the-618-shopping-spree/503158
2 Sina Finance: "老铺黄金进军海外，在新加坡开出首家门店"
What’s Trending on Xiaohongshu?
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- Top hashtags include #黄金(Gold) (3.8M) and #黄金首饰 (Gold Accessories) (1M), underscoring gold’s fashionable revival.
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- #当代年轻人黄金血脉觉醒(Young People’s Gold DNA Awakening) (399K): Young consumers are considering gold as a symbol of heritage and identity more than wealth.
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- #水贝黄金 (Shuibei Gold) (298K): Shuibei Gold is a type of gold that offers stylish design at accessible prices, making it hugely popular among Gen Z and millennials.
Top 5 trending topics for gold that China consumers have searched on Xiaohongshu in June. (Source: iFans data as of June 2025)
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- #黄金(Gold): 3.8M
- #黄金首饰 (Gold Accessories): 1M
- #当代年轻人黄金血脉觉醒(Young People’s Gold DNA Awakening): 399K
- #水贝黄金 (Shuibei Gold): 298K
- #黄金饰品 (Gold Accessories): 273K
Who’s Leading the Shine?
Gold is now both a fashion statement and a wealth-preserving asset. Consumers are gravitating toward trusted brands with cultural storytelling, design innovation and price transparency. Top performing brands are mostly big players in China, including Chow Tai Fook, Lukfook, Chow Tai Seng, MCLON, and CHJ Jewellery.
Top 5 Gold Brands by Engagement in Gold Jewelry on Xiaohongshu in June. (Source: iFans data as of June 2025)
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- Chow Tai Fook (周大福): 61K
- Chow Tai Seng (周大生): 41K
- Lukfook (六福): 40K
- MCLON (曼卡龍): 31K
- CHJ Jewellery(潮宏基): 30K
This revival of gold opens new opportunities for brands to connect with young, style-conscious, and affluent Chinese audiences. Ready to tap into China’s new gold enthusiasts?
Connect with iClick to unlock Xiaohongshu’s luxury marketing power.
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