In 2025, gold has repeatedly made headlines, hitting new record highs. In under five months, spot gold has jumped more than 29%. Young people are now leading the gold-buying wave, with data showing the share of Gen Z consumers interested in gold climbing from 16% to 59% over the past five years. Riding this trend, Ant Fortune recently launched a creative marketing campaign across major platforms called the “1 RMB” gold shop.
Buying gold has become the entry point to investing for many young people. But for beginners, it often raises questions: What kind of gold should I buy? How do I start? How much should I invest?
The “1 RMB” gold shop aims to simplify gold investing and lower the barrier to entry. By searching “gold” on Alipay, users can access a fund purchase page where they can start investing with just 1 RMB (around 0.10 USD). It’s low-cost, easy to manage, and avoids the losses and brand premiums of offline gold purchases. Some products can even be exchanged for physical gold. For cautious buyers, that 1 RMB feels like a no-pressure way to test the waters. The amount matters less than the sense of involvement.
Ant Fortune also launched a playful offline campaign featuring a “Gold Man” dressed in head-to-toe gold, holding a price sign and appearing in places like convenience stores, amusement parks, and shopping malls. The character used relatable comparisons to highlight how affordable the “1 RMB” gold shop is: “1 RMB buys a bus ride. 1 RMB also buys gold.” or “1 RMB buys a bottle of water. 1 RMB also buys gold.”
To celebrate the launch, Ant Fortune partnered with brands like Alipay, Alibaba, Xtep, Taobao, and Tmall Global to create custom ads reflecting each brand’s unique style. On social media, Ant Fortune also ran a giveaway, offering users a chance to win a 2g gold lion by posting screenshots of their gold holdings. The campaign resonated with young investors—fueling enthusiasm while making gold investing feel more accessible and secure.
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