In August 2026, international gold prices continued to fluctuate at high levels under hedging sentiment and inflation expectations. However, unlike past "Chinese aunt" gold-buying frenzies, this wave of gold enthusiasm has seen many young faces. From the "gold bean" challenge on social media to the net inflow of retail investors in gold ETFs, all signs indicate that buying gold is no longer exclusive to middle-aged and elderly people; Gen Z and millennials are quietly becoming the new主力 of the gold market.
Gold No Longer "Old-Fashioned," Young People Support Half the Gold Market
According to a consumer survey released by Vietnam's largest gold trading platform "Vietnam Global" at the end of July 2026, young people aged 18-35 accounted for 47% of total gold buyers in the past 12 months, a significant increase of 20 percentage points from three years ago. The survey indicates that among young buyers, more than 60% were first-time gold buyers, with average transaction amounts ranging from 5 to 20 million Vietnamese dong (about $200 to $800), showing that "lightweight" gold buying has become mainstream.
"Before, walking into a jewelry store always felt like a place for mothers and aunts, but now I often see people about my age comparing prices on their phones and researching styles." Nguyen Thi Ngoc, a 28-year-old office worker in Ho Chi Minh City, said she started buying a "gold bean" every month since 2025 and has accumulated more than 10 so far. "Instead of spending money on fast fashion items that depreciate, I'd rather save a small amount of money every day to buy a small piece of gold, which satisfies my shopping desire and can be seen as forced savings."
Self-Indulgent Consumption and Investment Preservation: The Changing Mindset of Buying Gold
In the past, the reasons for investing in gold mostly revolved around hedging, fighting inflation, and asset allocation. But in 2026, young buyers are adding a large amount of emotional and social needs on top of these rational factors.
- Increased "self-indulgence" factor: Gold jewelry designs are becoming increasingly youthful, such as delicate Korean-style necklaces and light-luxury gold rings, making gold no longer just a "family heirloom" but part of daily wear.
- Savings ritual sense: Many网红 YouTubers and TikTok creators share "one gold bean a day" savings challenges on social media, framing gold buying as a ritualistic financial action that attracts many followers.
- Social currency: Among young Vietnamese, gold is seen as an "unbeatable" gift choice. For weddings, birthdays, or even housewarming gifts, giving gold jewelry represents a "value-preserving" blessing and makes gold a popular topic in social situations.
Psychologists analyze that this phenomenon reflects young people's pursuit of "control" in an uncertain era. Gold, as a physical asset that can be seen and touched, provides a more stable and reassuring psychological anchor compared to virtual currencies or stocks.
Small Weight, Gold Beans, ETFs: Young People's "Lightweight" Approach
Unlike traditional investors who prefer gold bars and coins, young people's gold buying mindset is more flexible and diverse. Gold products targeting small investments have mushroomed on the market, completely changing the "entry threshold" for gold.
- Gold beans and small-weight gold jewelry: A gold bean of about 1 gram, priced at about NT$2,000 (about $70), has become the first choice for many university students. Local Vietnamese brands such as SJC and PNJ have also launched multiple 1-3 gram products to lower the purchase threshold.
- Gold savings accounts and gold ETFs: For those who don't like carrying physical items, gold savings accounts offered by banks and ETFs (like XAU funds) that track gold prices provide more convenient options. According to statistics from the Vietnam Securities Depository Center, in the first half of 2026, the proportion of investors under 30 opening gold ETF accounts surged 180% compared to the same period last year.
- Gold blockchain tokens: Some fintech companies have launched tokens pegged to physical gold, allowing investors to "fractionally" hold gold and trade without time restrictions, attracting many young people familiar with cryptocurrency operations.
Online Gold Buying Becomes a Trend: Live Streaming and Social E-commerce Drive the Wave
If buying gold in the past required visiting physical stores, young consumers in 2026 are already accustomed to completing all transactions on their phones. On Vietnamese e-commerce platforms Tiki, Shopee, and TikTok Shop, live sales of gold jewelry are increasing daily. Hosts showcase products on the spot, answer questions in real-time, and offer limited-time discounts, making "impulse gold buying" easier.
"The biggest advantage of live streaming is being able to see the details of the gold, even weigh it and verify purity on the spot." said a Vietnamese gold seller with 200,000 followers on social media. 70% of his customers are under 40, and many place orders directly after watching live streams, with an average transaction value of about 10 million Vietnamese dong. This model breaks geographical restrictions and makes young people more willing to try.
Notably, the beautiful traps of online gold buying have also emerged. The State Bank of Vietnam issued a warning in the second quarter of 2026, pointing out that some unauthorized online sellers attract consumers with "below-market price" gold, but actually mix in other metals or second-hand gold of unknown origin. While pursuing convenience, young consumers still need to be vigilant and choose reputable platforms and merchants.
Gold Buying Requires Rationality: Experts' Three Recommendations
The influx of young people into the gold market has brought vitality to the industry but also hides concerns about excessive consumption and ignoring liquidity. Chen Mingjun, chief analyst at "Vietnam Global," points out that young people should view gold as part of long-term asset allocation rather than a short-term profit tool. He offers three recommendations:
- Set clear goals: First clarify whether buying gold is for "savings" or "investment." For savings, choose low-premium products like gold beans or gold jewelry; for investment, consider gold ETFs or gold savings accounts and pay attention to bid-ask spreads.
- Control proportion: It is recommended to maintain gold at 5% to 10% of the total investment portfolio to avoid affecting quality of life due to short-term gold price fluctuations.
- Don't blindly follow the crowd: "Gold buying challenges" on social media can easily trigger herd mentality. It is recommended to do homework first, understand the factors affecting gold prices such as dollar trends, geopolitical situations, and real interest rates, before deciding when to enter the market.
The gold market in 2026 has taken on a completely different look thanks to the participation of young people. From Vietnam, Japan to Europe and the United States, gold is re-engaging with the younger generation in a lighter, more fashionable, and more digital way. No matter how long this boom can last, it is certain that gold has successfully broken the stereotype of being "old-fashioned" and become a common wealth language across generations.
