Why Chinese couples are renting wedding gold instead of buying it
Traditionally, the “three touches of gold” are a staple of Chinese weddings, typically purchased and kept. But a new trend in China sees couples doing something unexpected. Lianhe Zaobao’s China Desk takes a closer look.
As gold prices continue to reach new highs, an increasing number of newlyweds in China are opting to rent the “three touches of gold” (三金).
The “three touches of gold” traditionally refer to a Chinese matrimonial custom in which the groom presents the bride with three gold gifts — a ring, a necklace and a pair of earrings. Once a gesture of affection and respect symbolising a harmonious marriage, the custom today carries an added weight, as its cost has become a real financial burden for many newlyweds.
According to Bloomberg, gold prices soared by 3.1% on 20 October, reaching a record high of US$4,381.52 per ounce. The Securities Times also reported that, as of 17 October, the Shanghai Gold Exchange’s Au99.99 spot gold price had surpassed 1,000 RMB per gram for the first time in history.
“I wouldn’t wear it after the wedding, and it would be a waste to just store it somewhere.” — A bride from Chengdu
The new wedding trend?
Amid soaring gold prices, renting the “three touches of gold” has quietly emerged as a new option for young couples. According to a report by The Cover (封面新闻), many are choosing to rent rather than buy, preserving the tradition’s ceremonial significance while easing the financial strain.
The report cited a recent bride from Chengdu, Miss Chen, who said she rented a set of intricately crafted gold jewellery weighing over 50 grams through a local jewellery rental platform, and spent less than 1,000 RMB for a week’s rental. “If I had bought this set, it would cost over 60,000 RMB at the current retail price of 1,235 RMB per gram. I wouldn’t wear it after the wedding, and it would be a waste to just store it somewhere.”
The report also cited a spokesperson from a Hangzhou jewellery rental platform, who said that since the wedding season began in October, order volumes have increased significantly compared to the same period last year, with over 80% of the orders coming from post-90s and post-00s couples.
Rental network data showed that as of May 2025, China’s gold rental orders increased by 210% year-on-year, which indicated that renting the three touches of gold has become a consumption trend.
Time Finance (时代财经) quoted economic and finance expert Yu Fenghui who explained that gold rental services addressed two major pain points. On one hand, direct purchases impose a significant financial burden — renting allows consumers to enjoy high-quality gold jewellery at a lower cost. On the other hand, young consumers’ fashion sense spur them to frequently change jewellery styles, and the flexibility of gold rentals meets this need perfectly.
At the same time, more young people are approaching their wedding spending with an investment mindset. According to the WeChat account ZG Trend, many are choosing to invest in the financial market rather than splurging on the three touches of gold. In the first quarter of 2025, China’s gold ETF net inflows hit a record of 12 billion RMB.
... some e-commerce platforms do smell a business opportunity, promoting rental packages with slogans such as “achieve wedding gold freedom for just a few hundred RMB!”
Gold rentals tap lucrative wedding market
On Chinese social and online shopping platforms, the topic of gold rentals has gained traction. For instance, on RedNote, someone posted a photo of renting 10 pairs of dragon and phoenix bracelets and remarked that “you can enjoy over 80,000 RMB of gold for just a few thousand”. Many people are leaving inquiries in the comments section asking, “Where did you rent it?” and “How do you rent it?”
In response, some e-commerce platforms do smell a business opportunity, promoting rental packages with slogans such as “achieve wedding gold freedom for just a few hundred RMB!”
The aforementioned Hangzhou jewellery rental platform representative said that the most popular items were full wedding gold sets weighing between 50 and 100 grams. She explained that gold rentals are priced per gram, with a seven-day rental period. Thin dragon and phoenix bracelets rent for 28 RMB per gram; large pig pendants for 30 RMB per gram; while solid gold dragon and phoenix bracelets are at 38 RMB per gram.
According to Legal Daily, a Dongguan jewellery store says gold rentals cost 28–38 RMB per gram, with deposits based on the store’s daily gold price. For example, an 80-gram package rents for about 2,400 RMB per day, and with a daily store price of 800 RMB per gram plus a small processing fee, the deposit comes to roughly 64,480 RMB. When the gold is returned, the rental fee is deducted, and the rest of the deposit is refunded.
According to ZG Trend, brands like Lao Feng Xiang and Chow Tai Sang are rolling out options like “headpiece rentals” and gold-plated silver, designed to satisfy elders’ sense of “respectability” while letting young couples stretch their budgets.
For many young people, renting gold jewellery lets them save money that can be put toward more practical needs.
A post-00s bride from Beijing posted on Red Note that the 50,000 RMB saved by renting the three touches of gold covered the difference for their new house deposit. Similarly, a groom born in 1995 said he initially planned to buy the three touches of gold in instalments, but after doing the math, he decided to rent them instead, noting that “the rented set looked just as good for the wedding as if it were bought.”
A man surnamed Lin recently married off his daughter and called renting the three touches of gold shabby on Weibo: “If you can’t afford to buy anything, maybe you shouldn’t get married.”
Discontent from the elderly
However, this pragmatic choice is not understood by everyone — especially the older generation. To them, gold symbolises marital security and respectability, with no room for compromise.
A man surnamed Lin recently married off his daughter and called renting the three touches of gold shabby on Weibo: “If you can’t afford to buy anything, maybe you shouldn’t get married.” Meanwhile, a bride named Xiao Lin, born in 1995, said she clashed with her father over renting. “He worried relatives would think it cheap; I worried about a five-year loan for a hunk of metal.”
Beyond consumer choices, how to define rental fees, deposits and their pricing standards have also become a topic of public interest.
Regarding the common practice of charging deposits based on gold’s market value, Hu Qingchun, a lawyer at Beijing Yinghe Law Firm, said that deposits matching the gold’s value with clear contract terms are generally reasonable and legal. However, excessively high deposits or unreasonable hurdles intended to withhold funds could be considered fraud.
Industry insiders told Time Finance that disputes over gold jewellery rentals often involve withheld deposits for “minor scratches”, passing off gold-plated silver as pure gold, and insufficient vetting of sellers on second-hand platforms.
Overall, the rising trend of renting the three touches of gold reflects not just changing consumer habits but also a broader shift in attitudes toward life. In an economic downturn, young people are learning to balance ceremonial significance with cost, pursuing respectability without stretching beyond their means.
This article was first published in Lianhe Zaobao as “买三金变租三金 中国年轻人变了？”.
