Chinese MZ Generation Enthralled by 'Snake' Design Gold Jewelry... "Year of the Snake, Symbol of Luck" [China Spotlight]

China 2030, Growing as a Leading Player in the Gold Market

In China, as the year 2025 marks the Year of the Snake (乙巳年, Eulsa year), gold jewelry featuring snake designs is gaining popularity, especially among the younger generation. In traditional Chinese culture, the snake is considered a symbol of good luck and has often been used to create ornaments that wish for fortune and blessings. Amid soaring gold prices, Chinese MZ generation consumers in their 20s and 30s are purchasing snake-design gold jewelry through gold retail stores and online platforms, hoping for luck and blessings in the new year.

A scene from Chinese news reporting that snake-shaped gold jewelry is popular. CCTV

According to China Economic Journal, gold prices in the international market rose by 27% last year. The journal reported, "Starting at about $2,000 per ounce (approximately 2.93 million KRW) at the beginning of the year, prices have continued to reach new highs. The retail price of pure gold has exceeded 820 yuan (about 180,000 KRW) per gram."

Despite this, demand from consumers wishing to buy gold for the new year has increased, energizing gold retail stores nationwide in China. Particularly, the younger generation has emerged as the main force behind gold consumption. Last year, over 59% of total gold consumption in China was accounted for by the 20s and 30s age group. Purchasing gold on special occasions such as anniversaries and holidays has become a trend among this demographic. It has also become popular to collect and certify golden beans purchased whenever gold prices drop.

The 'gold fever' among the 20s and 30s continues in online shopping as well. According to data from the shopping site Taobao, since December last year, keywords like "Year of the Snake gold-jewelry" have been trending on the Taobao platform. Sales of products featuring keywords such as snake-design gold jewelry, lucky charms, and red gemstones have doubled. Xiaoer, a seller of gold jewelry on Taobao, stated, "Searches for snake-design gold and jewelry in December increased more than threefold compared to the previous month, and searches for red gemstones increased by 100% compared to the previous year," adding, "Sales increased by more than 60% year-on-year." Designs symbolizing luck, such as butterflies and gourds, have also gained popularity. Xiaoer added, "One million golden butterflies must have touched the necks and wrists of consumers."

Gold jewelry with a snake design popular on Chinese websites. Taobao

An employee at a gold brand store in Xiamen told Taihaiwang in an interview, "Although gold prices continue to rise, the enthusiasm for gold jewelry among consumers is expected to continue until the Spring Festival."

Professor Xi Chengyang of Henan University of Science and Technology analyzed the popularity of snake-shaped jewelry as a result of complex cultural, historical, and social factors. Professor Xi said, "Products related to the twelve zodiac signs express consumers' blessings and hopes for the new year," adding, "Especially nowadays, these products reflect the trends of young people, which seems to be why they are popular in the market."