Gold Beans All the Rage With China’s Gen Z as Deflation Bites
- Young people look to gold for adornments and investments
- Gold sales soar as Chinese seek alternative for nest eggs
Branded as an investment entry point for young consumers, the beans, which come in glass jars, are the latest hot-selling items in Chinese jewelry stores.
Photographer: Qilai Shen/BloombergThis article is for subscribers only.
With China’s deflation at its worst in 15 years, a volatile stock market and bank interest rates too low for her liking, 18-year-old Tina Hong is placing her financial security in gold beans.
Weighing as little as one gram, the beans — and other forms of gold jewelry — are increasingly viewed as the safest investment bet for young Chinese in an era of economic uncertainty. It’s part of a larger consumer trend for all things gold — from bullion to beans and bracelets — that has gripped the mainland.