Starting in August, the company expanded the role of investment gold, developing the 24K Kim Gia Bao Gift collection in denominations from 0,1 to 1 chi. For this Mid-Autumn festival, alongside the "Phuc lanh binh an" collection, the company introduced a "memory preservation" feature via the "Hop tran bao" digital platform. Each product includes a unique QR code, allowing givers to send photos, upload videos, or write personal wishes for recipients.

Givers can write messages thanking parents for waiting at the door, wish grandparents good health, save old family photos, or short videos of children and grandchildren gathering.

"This gift line is a value-adding piece", a Bao Tin Manh Hai representative stated. "Its attractive design and packaging suit those seeking harmony between cultural beauty and lasting investment value this Mid-Autumn festival."

The "Phuc lanh binh an" collection for the reunion season. *Photo: BTMH*

The "Phuc lanh binh an" collection incorporates symbols of luck and peace from East Asian culture. The swallow represents reunion, the crane symbolizes health and longevity, and the pine tree signifies enduring vitality. Additionally, Bao Tin Manh Hai launched three other collections: "Dang khoa va cong danh", "Uoc nguyen tuoi moi", and "Nhan chung tinh yeu", designed for different life milestones.

The new products also address economic considerations, balancing givers' needs and financial capabilities. According to the brand, instead of large, high-value gold pieces, the Kim Gia Bao Gift collections focus on small denominations from 0,1 to 1 chi. Modern stamping and shaping techniques ensure that even small products have an elegant appearance, highlighted by various motifs.

The company also balanced costs to make the 24K gold gift line more accessible. A company representative explained that buyers only pay an additional 50,000 VND per 0,1 chi, which covers production, design, packaging, and the digital experience. When reselling the product, this cost is factored into the buy-back price.

Specifically, the company applies a buy-back price for Kim Gia Bao Gift equivalent to Kim Gia Bao 999.9 investment gold at the time of transaction, plus 50,000 VND per 0,1 chi. This mechanism ensures the gold item is a presentable, private gift that can also be converted when needed, according to the investment gold buy-back policy.

The "Phuc lanh binh an" collection offers two denominations, 0,1 and 0,5 chi, suitable for different budgets. *Photo: BTMH*

According to a company representative, traditional Mid-Autumn festival offerings like mooncakes and fragrant tea are cultural highlights for moon-gazing feasts or gift baskets in the Vietnamese consciousness. However, many consumers seek a more distinctive, value-adding gift for parents, grandparents, or teachers – one that is both long-lasting and expresses deep appreciation.

24K gold is also present at important Vietnamese occasions. However, gifting a standard gold ring or a blister-packed gold bar can feel impersonal and overly practical. "The combination of traditional gift aesthetics and investment value is truly complete only when aesthetic and emotional elements are appropriately placed", added the Bao Tin Manh Hai representative.

Each Kim Gia Bao Gift product includes a unique QR code leading to the "Hop tran bao" digital platform. Givers can scan the code, log in, and create personalized wishes for family, friends, or partners, with some AI assistance. Upon opening the gift box and scanning the QR, recipients will view their exclusive content.

Thien Ha