Gen Z Turns to 'Disposable Gold' Amid Price Volatility
Young Chinese consumers are turning to affordable gold-colored jewelry as prices swing wildly. Analysts say more members of Generation Z are opting for cheap alloy pieces instead of solid gold due to sharp price fluctuations. The 'disposable gold' trend, also known as cipao huangjin, has gained traction on social media platforms.
The alloy pieces are made from copper and zinc, treated to give them a golden appearance, and sell for around 50-60 yuan (approximately $7-$8 USD) online. In contrast, gold-clad silver items, where a thin layer of gold covers a silver base, range in price from several hundred to several thousand yuan.
The trend is seen as a change in how gold is viewed by young consumers, who no longer see it solely as an investment opportunity but rather as a fashion accessory that expresses individuality. According to the World Gold Council's report, mainland China's demand for gold jewelry fell 28% in the second quarter of this year.