Jade: The Gemstone Gen Z in China is Obsessed With
- Lam Lieu
- Apr 14
- 3 min read
Jade, a timeless symbol of Chinese culture, is capturing the hearts of young people, especially Gen Z. Why is jade jewelry so popular? Let’s dive into this trend.
Jade - The Spiritual Jewelry Trend Among Chinese Youth
Jade has long been one of China’s most cherished gemstones, valued for its elegance and feng shui significance. Today, innovative designs and modern marketing are bringing jade bracelets and jade pendants to a younger audience, particularly Gen Z.
E-commerce platforms like Douyin, Kuaishou, Xiaohongshu, and Bilibili have overtaken physical stores as the main channels for purchasing jade. Through livestream shopping, buyers can easily access premium jade at affordable prices.
According to Mintel, jade sales surged by 15.8% in 2023, with a market value exceeding 150 billion yuan, making it China’s second-largest jewelry category after gold. Notably, 44% of jade buyers in 2021 were aged 25-34, signaling a younger customer base.
Innovative Jade Designs Attracting Gen Z
The rise of jade owes much to celebrities. Stars like Guan Xiaotong, Yang Mi, Yang Zi, and Zhou Dongyu frequently wear jade jewelry, inspiring young fans. Additionally, jade is reasonably priced, allowing buyers to own it without financial strain.
Jade collectors are also getting younger. According to Wendy Chan, head of jewelry auctions at Phillips Hong Kong, collectors aged 35-40 are considered young. They value jade for its quality, variety, and affordability. Phillips holds four jewelry auctions annually, each featuring around 20 jade items, from simple jade bracelets to pieces worth millions of Hong Kong dollars.
Jade jewelry styles are evolving to suit Gen Z tastes. While older generations favored jade carved with Buddha motifs, today’s youth prefer minimalist designs and light-colored jade that highlight the stone’s natural beauty. In early 2024, Loewe collaborated with artisans like Yin Xiaojin, Lei Cheng, and Gou Qijing to create limited-edition jade pendants for Lunar New Year, inspired by each stone’s unique shape.
However, some young collectors adore antique jade with intricate carvings. Wendy Chan notes that jade from old jewelry can gain unique beauty when re-crafted with modern techniques.
Jade in Spiritual and Feng Shui Culture
Jade is more than jewelry - it carries deep spiritual meaning. In feng shui, jade symbolizes luck, prosperity, and protection. This spiritual trend is booming among Chinese youth, with over 30 million posts about mysticism shared on Weibo, Douyin, and Xiaohongshu last year.
Tracy Lin, CEO of DejaWooo, says luxury brands like Vivienne Westwood, Van Cleef & Arpels, and Tiffany&Co incorporate spiritual elements into jade jewelry and other products. For instance, Van Cleef’s jade four-leaf clover pendants topped Tmall’s best-seller list during China’s 520 Day.
Jack Porteous from Tong suggests this trend reflects Gen Z’s post-Covid mindset, seeking luck and hope through feng shui jade. Brands leverage this to build customer loyalty.
Jade in Vietnam - A Top Choice
In Vietnam, jade and other feng shui gemstones are highly popular. A 2023 Coc Coc survey found that jade is the priciest jewelry category, with 41% of buyers spending over 30 million VND. In comparison, only 27% and 22% spent similarly on gold and crafted jewelry, respectively.
Vietnamese men prefer raw jade for investment or decor, while women favor jade rings and jade bracelets for beauty. These differences stem from distinct purposes: women prioritize aesthetics, while men view jade as a symbol of wealth and feng shui.
The Future of Jade
With raw materials growing scarce, jade prices may rise. Yet, the allure of jade—a gem steeped in Chinese history—will never fade. From high-end auctions to e-commerce livestreams, demand for jade is only set to grow.
Are you ready to own a piece of jade jewelry for both beauty and luck? Share your thoughts in the comments!
By Minh Anh - vneconomy.vn - Lucky Qi edited
