FOCUS 焦点 12 | JNA September/October 2025 China’s gold jewellery industry is demonstrating further resilience in the face of macroeconomic and geopolitical headwinds and high gold prices with the rise of Hard Pure Gold jewellery. Roland Wang, regional CEO (China) of the World Gold Council (WGC), revealed that China’s demand for gold jewellery contracted by volume in 2025 – echoing a global pattern – but the value of gold sales climbed. According to the Gold Demand Trends: Q2 2025 report of WGC, gold jewellery demand in China was down 20 per cent year on year in the second quarter while demand in value terms strengthened, with spending on gold jewellery rising 13 per cent year on year to US$7 billion. Gold jewellery remains highly favoured in China’s jewellery market. Local consumers purchase gold jewellery primarily for personal use but also view the metal’s inherent value as a safe-haven asset. This explains why there is sustained demand for gold jewellery despite escalating gold prices and sluggish overall consumption. “High prices are putting pressure on jewellery sales everywhere, not just in China. This is a challenge faced by markets worldwide,” said Wang. “Even with high gold prices, Chinese consumers still buy gold jewellery. However, they stay within their set budgets – seeking lightweight, innovative products that stretch their investment further. Hard Pure Gold jewellery responds to this need.” Innovative Hard Pure Gold jewellery with fashionable designs, intricate craftsmanship and lighter per-piece weight have been gaining popularity especially among younger consumers. The introduction of a new official industry standard that clearly defines these products is expected to pave the way for a brighter future in China's jewellery market. WGC has been at the forefront of promoting China’s Hard Pure Gold jewellery by launching several marketing campaigns in collaboration with leading Chinese jewellery retailers, initiating the implementation of industry standards for Hard Pure Gold jewellery, as well as participating in international events to reach a broader audience. | Sharon Kwok 郭芷雯 | Hard Pure Gold makes its debut in global market China's 来自中国的硬足金饰品首次亮相全球市场 The World Gold Council is spearheading strategic consumerfacing and trade-focused initiatives to promote Hard Pure Gold jewellery aimed at bolstering China’s gold jewellery market. 世界黄金协会正积极推动一系列面向消费者和与贸易相关的战略性举措， 旨在推广硬足金首饰，并促进中国黄金珠宝首饰市场的蓬勃发展。
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