On 25/2, the 9th day of Tet, the gold market observed a notable shift in consumer behavior, particularly among younger demographics. A jewelry shop owner in Tan Thuan ward, TP HCM, reported a significant increase in customers aged 24 to 30 over the past few days, with most showing interest in items like necklaces, earrings, and 24K gold charms.
"While gold was traditionally viewed as a stored asset, Gen Z now favors jewelry pieces that carry symbolic meaning for good luck, making them suitable as New Year gifts while also retaining long-term investment value," the owner explained.
During her lunch break, Minh Anh, a 26-year-old office worker in TP HCM, visited a PNJ store with a colleague to purchase 24K gold jewelry. She mentioned that she inherited the tradition of "buying gold on God of Wealth day" from her elders. "My family hopes to welcome fortune and prosperity into our home early in the year, ensuring stable finances and career advancement for each member throughout the year," Minh Anh shared.
 |
People, especially the youth, begin buying jewelry on God of Wealth day from the 9th day of Tet. Photo: Tan Kiet
Amid continuous gold price fluctuations, consumers approach purchases for God of Wealth day with caution. Many gold shops note that young buyers often opt for 24K gold charms, preferring modest weights of around 0,1-0,3 chi.
After surveying the market and visiting three jewelry shops in TP HCM, Hoang Nam, a 29-year-old freelance businessman, noted the diverse jewelry offerings this year, with many items being affordable for him and Gen Z. He expressed, "Purchasing jewelry for loved ones and as a personal asset is also a form of saving."
Similarly, Lan Huong, a 28-year-old office worker, opted for a plain 0,5 chi ring instead of gold bars, which she had purchased in previous years. She cited "easy daily wear and financial flexibility" as her reasons. She added that high prices lead buyers to prioritize functional products over those solely for investment.
Quang Minh, a 32-year-old technology engineer, planned ahead, allocating a fixed sum for gold jewelry purchases on God of Wealth day. He commented, "While prices may fluctuate, I buy within my means. The key is to maintain the habit of accumulating a small amount each year."
 |
PNJ launched many bracelet models early in the year. Photo: Tan Kiet
A PNJ representative stated that for many, God of Wealth day jewelry is increasingly becoming an essential accessory for personal Lifestyle. Entering the Year of Binh Ngo (Year of the Horse), Gen Z customers are particularly drawn to "golden horse" designs, appreciating their modern aesthetic combined with a charming symbol.
With a diverse jewelry catalog, including 24K Turning Gold, Blindbox 24K Ma tien dac loc, MiniGold, 24K gold charms, and 999.9 commemorative gold, PNJ has seen a significant influx of customers "welcoming fortune" early in the year.
 |
Customers buy gold jewelry for beauty and asset accumulation. Photo: Tan Kiet
God of Wealth day 2026 marks not only a peak period for jewelry purchases but also signifies a broader shift in consumer mindset, aligning with modern Lifestyles.
Hieu Chau
