On May 9, The World Gold Council (WGC) hosted the 2025 “Hard Pure Gold” (硬足金) Jewelry Appreciation Salon in Shanghai, collaborating with twelve major retailers, including iconic brands such as Chow Tai Fook, Luk Fook, and Lao Fengxiang. This event marked the launch of the 2025 marketing campaign, “Tough and Brilliant, Just like Gold” aimed at redefining the perception of gold jewelry for Generation Z and leveraging digital platforms to reach and resonate with younger audiences.
“Hard Pure Gold” distinguishes itself through qualities of durability, lightness, exceptional brightness, and versatility, appealing to modern tastes and blending seamlessly into daily life. The WGC’s three-year marketing push for this category started in 2023 by cultivating awareness, evolved in 2024 to highlight its core features of “hardness, lightness, and brightness,” and now focuses on embedding the product into the digital and cultural zeitgeist of young Chinese consumers.
At the event, attendees explored “Hard Pure Gold” collections through an immersive showcase. The salon featured a range of innovative designs, spanning minimalist geometric patterns to intricate traditional craftsmanship. This variety emphasized the adaptability of “Hard Pure Gold” to cater to young consumers’ desire for personalization. Guests were invited to not only view but also try on jewelry, experiencing its lightweight yet durable properties firsthand. Such tactile engagement highlighted how the finely crafted pieces blend functional innovation with artistic beauty, marking a transformation in gold aesthetics.
The centerpiece of this event was the unveiling of the WGC’s 2025 campaign video, Tough and Brilliant, Just like Gold which underscores the values of perseverance, individuality, and brilliance embodied by the Z generation. The video showcases five influential and diverse women – including renowned rapper VAVA, world BMX champion Deng Yawen, high-fashion model Yang Hua Ju, and cultural advocates like P-Ye (an animal welfare activist) and Wang Xiaochao (a young inheritor of traditional gold craftsmanship). Their stories mirror the ethos of “Hard Pure Gold”—resilient, radiant, and authentic. For instance, VAVA’s musical innovation and Deng Yawen’s athletic grit symbolize turning challenges into breakthroughs, while Yang Hua Yu rise from a small-town upbringing to international runways epitomizes self-belief. These personal journeys underline the synergy between “Hard Pure Gold” as a product and the self-expression young buyers seek today.
To amplify its reach, the WGC outlined a robust digital marketing strategy targeting platforms frequented by young Chinese audiences, particularly Douyin (China’s TikTok) and Xiaohongshu (Red Book). Campaign activities included generating personalized “Golden Girl” avatars via AI tools on Douyin and hosting a content-driven challenge on Xiaohongshu where users created and shared their “Hard Pure Gold” shining moments. This multimedia approach aimed to establish “Hard Pure Gold” as not just a product but a cultural and social symbol, inspiring user-generated content and fostering community interaction. Beyond emphasizing the jewelry’s practical attributes, the campaign sought to intertwine these qualities with emotional resonance, embedding “Hard Pure Gold” into the narratives of personal growth, self-empowerment, and creative expression.
The salon and initiative aim to address both market opportunities and challenges inherent in the current gold jewelry industry. Although soaring global gold prices have created barriers to affordability, they also prioritize quality and craftsmanship. By elevating “Hard Pure Gold” into a cultural icon for young consumers, the WGC views this product not just as a commercial innovation but as a platform to redefine the gold jewelry market. Roland Wang, Regional CEO China of the WGC emphasized the collaborative nature of the effort, stating that partnerships with retailers and engagement with digital-savvy consumers position China to lead globally in gold and jewelry. He envisions “Hard Pure Gold” as a means to push boundaries within the global supply chain and meet evolving consumer demands for products that hold cultural, artistic, and emotional significance.
Alongside focusing on marketing innovation, the WGC has also worked to standardize and enhance the industry’s understanding of “Hard Pure Gold.” Just prior to the event, on May 1, 2024, the new industry standard for “Hard Pure Gold” jewelry (QB/T 5793-2024) came into effect. Drafted by the WGC in partnership with multiple key industry bodies and enterprises, this benchmark established clear guidelines around naming conventions, minimum hardness levels, and safety standards. It mandates a minimum Vickers hardness of 60HV and guarantees a gold content of at least 99% (990‰), while also ensuring adherence to safety regulations for both production and consumer use. The standard eliminates confusion among buyers by consolidating fragmented terms like “3D Hard Gold” or “5G Gold” under a unified, trustworthy label. This effort strengthens customer confidence, ensuring that “Hard Pure Gold” delivers promised durability, quality, and safety.
Ultimately, the campaign is about more than products; it aspires to transform “Hard Pure Gold” into a social currency embedded in the lifestyle of young, modern individuals. Through this event, along with its practical appeal and emotional messaging, “Hard Pure Gold” is championed as a symbol of resilience, self-expression, and brilliance for a new generation. By merging technological advancements, inventive design, and cultural storytelling, the WGC aims to make each purchase of “Hard Pure Gold” a celebration of personal values and creativity.
Moving forward, the WGC’s goals include encouraging retailers to adopt digital-first approaches to marketing and establishing a feedback loop between emotions, storytelling, and product innovation. As the industry navigates these shifts, “Hard Pure Gold” stands as both a symbolic and physical testament to merging tradition with modernity, utility with emotion, and cultural heritage with cutting-edge design. It exemplifies the belief that every piece of gold can become a personal, meaningful emblem of individuality and brilliance in our rapidly changing world.
