"Who Cares If It's Not Real Gold?"... The Accessories Captivating China's Gen Z

No worries about damage or loss
Driven by shifting perceptions among Generation Z

Recently, as gold prices have become more volatile, "volatile gold" (chapo huangjin·次抛黃金) has become a trend among China's Generation Z (those born from the late 1990s to the early 2010s).

According to Daxiang News in China on September 29, as gold prices rise, alloy (shajin) bracelets costing just a few tens of yuan and gold-plated bracelets priced at several hundred yuan are gaining attention on social networking services (SNS). Since these are not real gold accessories, there’s no need to save up money with great effort to buy them, nor is there the worry of damaging or scratching them while wearing them. The younger generation appreciates being able to change them at any time when bored, and not feeling regret even if they are lost.

Chinese Baidu.

Buy for less, wear comfortably, and swap without a burden

Search results for alloy (placer gold) on Chinese portal site Baidu.

Volatile gold does not refer to disposable accessories that can only be worn once. In China, "chapo" generally means "disposable products," but here it refers to accessories that are worn lightly and swapped out without hesitation when fatigued, similar to how one might use disposables.

The most affordable alloy (shajin) products can be purchased for only a few dozen yuan. The primary materials are copper and zinc alloys, which are specially processed to give a color similar to that of real gold, making them hard to distinguish from genuine gold with the naked eye. In fact, popular alloy products on online shopping sites sell for as little as 50 to 60 yuan (about 10,000 to 12,000 won), and sales volumes are reportedly high.

Gold-plated (gold-silver alloy, jinbaoyin) items undergo an additional refinement process and range in price from several hundred to several thousand yuan. These use pure silver as the core material and are coated with a thin layer of real gold on the surface. While they outwardly resemble solid gold, the actual gold content is minimal. In addition, there are many alternatives available, making it possible to choose accessories that fit various budgets.

Changing perceptions of gold, which was once seen solely as an investment

Image of wearing an alloy. Baidu, China.

Consumers are reportedly very satisfied. Ms. Xiao Chu, who purchased an alloy necklace, said, "It's inexpensive and pretty, and even if I lose it, I don’t think I’d feel bad, so I’m satisfied." Ms. Wang Lin, born in the 2000s, also commented, "I buy several affordable products for style. I don’t have to worry about them wearing out from daily use, and I can simply change them if I get tired of them, which makes it stress-free."

Local experts have analyzed that this trend reflects a shift in young people’s perception of gold, which was previously considered only as an investment. The focus of consumption among the younger generation has moved from the practicality or asset value of the product to the feeling of 'satisfaction'. The prevailing attitude is: if I like it, I’m willing to pay for it. In fact, last year’s "2025 Generation Z Emotional Consumption Report" found that about 90% of young people spent on "emotional value". For young people, gold is not a means of asset accumulation, but rather a fashion item that expresses their individuality.

This is in line with other recent trends among young people, such as raising pet bricks or pet rocks and enthusiasm for character goods like La Bubu. The focus is no longer on accumulating wealth, but on finding comfort and satisfaction through small, affordable purchases.

This content was produced with the assistance of AI translation services.