“It's not that we can't afford it, it's just that renting is more cost-effective”? Since the beginning of this year, gold prices have soared cumulatively by about 55%, and a brand new mode of wedding gold consumption—“renting the three golds”—is quietly emerging among newlyweds in China, quickly becoming a new trend.
The “three golds” for marriage are a traditional Chinese custom, referring to the groom’s gift to the bride: a gold ring, gold necklace, and gold earrings. The bride wears the “three golds” at the wedding, which not only shows off the groom’s family’s financial capacity, but also signifies cherishing and sincerity towards the bride—it’s a crucial part of traditional wedding rituals. However, with gold prices soaring, the “wedding three golds” have become a heavy financial burden for many ordinary couples as they prepare for their big day.
On Chinese social media and e-commerce platforms, some merchants have launched “three golds” and “five golds” rental packages, touting the idea of “spending a little for big results” or “achieving wedding gold freedom for just a few hundred yuan.” Ms. Chen, a bride from Chengdu who just held her wedding, admitted in an interview that she rented a set of over 50 grams of intricately crafted gold jewelry—including dragon-phoenix bangles, a necklace, earrings, and a ring—paying less than 1,000 RMB (592 MYR) for a seven-day rental; whereas buying the same set would have cost over 60,000 RMB (35,500 MYR). “After the wedding, I simply wouldn’t wear them again. Keeping them locked away would just be a waste.”
The head of a jewelry rental platform in Hangzhou revealed that since entering the peak wedding season in October, the volume of orders has increased significantly compared to the same period last year, with over 80% of clients being couples born in the '90s and '00s. Rental platform data show that in May of this year, nationwide gold rental order volume shot up by 210% year-on-year, with popular styles often snapped up as soon as they launch, even in the early hours.
With lower costs and a wide variety of styles, “renting the three golds” has become a new choice for many couples preparing for their wedding. Behind this phenomenon lies a shift in consumption attitudes among the younger generation in the face of economic stagnation. They no longer blindly seek material ownership, but value utility and cost-effectiveness, willing to “pay for appearances” while also maintaining financial rationality.