Gold’s Just Not That Appealing to Young Chinese Luxury Shoppers
- Just 12% of Chinese aged 18-22 intend to buy gold: survey
- That’s lower than older peers, bigger gap than other nations
Photographer: Billy H.C. Kwok/Bloomberg
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China’s Generation Z may be willing to spend more on luxury goods, but they’re not as keen on gold as their older compatriots.
That’s according to survey by the World Gold Council, which showed just 12% of those aged 18 to 22 intend to buy gold jewelry in the coming year, much less than the millennial generation and people over 39. Their emotional connection with gold jewelry also “seems particularly weak” compared with other countries, the council said.