Locals rush to purchase gold ahead of God of Wealth Day

On the first working day after the nine-day Lunar New Year break, jewelry shops located on Hanoi’s Tran Nhan Tong street, dubbed "the street of gold", open to welcome customers seeking new-year fortune.

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People wait patiently in line as they prepare to enter Phu Quy shop to purchase gold.

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Buying a piece of gold on the God of Wealth Day is believed to bring about good fortune to both the business and family throughout the year.

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Some gold shops require buyers to fill in a form to ensure that the transaction is carried out in an order manner.

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Customers queue to purchase gold at a shop on Tran Nhan Tong street.

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Buying gold on this special day is a spiritual tradition in Vietnamese culture, intended to bring wealth, good fortune, and prosperity for the entire year.

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Ahead of the purchase, many gold and gemstone companies throughout the capital prepare plenty of bespoke items in a bid to meet the demands of customers.

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In addition to traditional products such as figurines of the God of Wealth inscribed with words like Phúc (Happiness), Lộc (Prosperity) Tài (Wealth), and Thọ (Longevity), gold companies have also made a variety of snake-themed items in celebration of the Lunar New Year 2025 of the Snake.

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They also launch a variety of charm bracelets made of 24k and 18k gold with animal-shaped figurines, gold bars, and others featuring youthful designs at different prices.

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The domestic gold market rallies on the first working day after the Tet break, with gold bars listed at VND87.3 million to VND89.3 million per tael, up VND500,000 for both buying and selling prices compared to the pre-holiday period.