Customers buying gold products on the day of the God of Wealth

Product variety

This year, on the occasion of the God of Wealth's Day, many cake shops launched cakes shaped like gold jars, gold bars, the God of Wealth, and lucky cats, offering a variety of options to meet people's needs. These products range from 250,000 to 500,000 VND per cake; smaller cakes range from 50,000 to 120,000 VND per set; and steamed buns shaped like gold jars, priced from 15,000 to 25,000 VND each, are quite popular. Many shops also took advantage of this day to design compact and convenient ceremonial combos to serve customers.

Notably, on this day, the habit of buying gold and feng shui items is also chosen by many people, creating a lively shopping atmosphere in the market. Gold businesses therefore pay close attention to their gold products, especially those that are characteristic of the year. Months before Tet, Phu Nhuan Jewelry Joint Stock Company (PNJ) researched and prepared a product catalog for the Year of the Horse. For this occasion, PNJ introduced many new products: Kim Bao Nhu Y, Lucky Mickey, Turning Gold, Thap Nhi Linh Thu, and Blindbox gold with the symbol of "Ma Tien Dac Loc".

DOJI Gold and Gemstone Group (DOJI) also carefully crafted its products to reflect the Year of the Horse, with the zodiac-themed collection remaining its flagship item. Inspired by the image of a horse returning home bringing glory and peace, DOJI introduced two versions: the majestic "Golden Horse of Prosperity" and the "Golden Horse of Wealth" with a softer aesthetic. Key products for the God of Wealth Day, such as the "Golden God of Wealth," the "Prosperity and Abundance" ring, and the "Golden Horse" charm, were also introduced by DOJI stores during this period. Responding to the demand for investment and accumulation of precious metals, DOJI Group also launched the DOJI Silver Precious Gemstone line, with two products: "Ngan Bao Ha" (1 tael) and "Ngan Bao Lam" (5 taels).

Other brands such as Thuan Thanh - Duy Mong, Phuoc Loc, and Rong Vang also attract customers on the day of the God of Wealth festival, offering plain 9999 gold rings, gold designs featuring the God of Wealth, and gold bowls.

Many products are sold out.

PNJ's gold products engraved with the words "Luck," "Prosperity," and "Wealth" attract many customers.

According to surveys, businesses are quite well-prepared for the God of Wealth Day. However, this year's market has seen many changes compared to previous years. Instead of focusing on buying gold on the God of Wealth Day itself, many people choose to buy gold early, before the 10th day, with smaller weight products being more popular.

That's also why, as early as 8 am on the 10th, DOJI stores reported being out of stock of Kim Ma gold coins; PNJ Next stores also reported being out of stock of gold products with the words: "Luck," "Prosperity," and "Wealth."

According to DOJI's Hue branch leadership, this year, gold buyers are no longer concentrating their purchases on the day of the God of Wealth festival. Instead, they are buying or pre-ordering their favorite products from the 8th day of the Lunar New Year when DOJI begins its gold festival. The company's Kim Ma gold products in Hue were almost completely sold out early. The branch had to arrange for shipments from other locations to Hue to meet the demand of the people.

Besides the flagship products of major brands, gold products with smaller weights (1, 3, 5 phân) from local gold shops are the most sought-after by customers.

According to Ms. Hoang Thi Thao, owner of Thuan Thanh - Duy Mong gold shop, this year, gold buyers are no longer focusing on purchasing large quantities as in previous years. Most people are choosing small, plain rings (1, 3, 5 phân); gold bowls or small figurines of the God of Wealth… primarily for good luck.

Buyers in Thuan Thanh - Duy Mong are no longer focusing on the God of Wealth Day as they did in previous years.

Sharing the reason, Ms. Hoang Thi Thao said that although the price of gold on the day of the God of Wealth had decreased compared to the previous day, it was still very high compared to before, so not everyone could afford to buy a lot.

This is also a reality, as gold prices are currently experiencing many unpredictable fluctuations, with domestic gold prices even approaching 200 million VND/ounce at times. Data from the City Statistics Office also shows that the gold price index in January 2026 increased by 5.24% compared to the previous month and by 76.95% compared to the same period last year.

On February 26th, major brands listed SJC gold bars at 182 - 185 million VND/ounce (buying price - selling price). For plain 9999 gold rings, DOJI listed them at 181.9 - 184.9 million VND/ounce (buying price - selling price) and PNJ listed them at 181.8 - 184.8 million VND/ounce; Rong Vang gold shop listed prices at 171 - 174 million VND/ounce; Thuan Thanh - Duy Mong shop listed buying and selling prices at 170 - 173 million VND/ounce…

Hoang Loan

Source: https://huengaynay.vn/kinh-te/thong-tin-thi-truong/khong-con-canh-chen-chuc-nhu-moi-nam-163199.html