How Gen Z's Interest in Gold is Shaping the Market

Gold is experiencing a notable resurgence in popularity, particularly among the Gen Z demographic, as it regains its status as a coveted asset. This revival in interest comes despite the previous shift towards diamonds and other gemstones among Chinese consumers. The Spring Festival holiday saw strong gold consumption, with prices remaining high, yet not deterring buyers. The China Gold Association reported that gold jewelry and Year of the Dragon gold bars were especially sought after during the Chinese New Year celebrations. This trend is part of a broader recovery in the domestic consumer market, fueled by policies designed to boost consumption. Last year, gold and silver jewelry sales saw the fastest growth among retail sectors, indicating a renewed appreciation for precious metals in the world’s largest precious metals market.