Buying gold has become a tradition for Vietnamese people in the lunar new year as gold symbolizes wealth, prosperity, luck, and abundance. Therefore, on the morning of the 10th day of the first lunar month, many people gathered at PNJ stores to buy “lucky” gold for the new year.
In 2024, the shopping trend has shifted towards practical yet elegant and meaningful gifts. Gold is a smart choice for gift-giving as it shows appreciation and can be a valuable asset.
A representative from PNJ stated, “In the current market situation, customers should choose reputable gold brands to select the best products and maintain their value throughout the new year”.
Mr. Khoa (from Go Vap District), a customer at PNJ, shared, “People often say ‘Buy gold on the vía day, prosper all year’, so no matter how busy I am, I always make sure to visit PNJ to welcome the golden prosperity. This year, PNJ has many new designs featuring the image of a golden dragon, which aligns with my desires and hopes. As my family is involved in business, I wish for a smooth sailing new year, successful trades, and prosperity as plentiful as a golden dragon.”
At PNJ, the quick payment system, enhanced staffing, well-organized sales methods, and professional operation have made shopping more convenient and easy for customers. Photo: Viet Hung
This year, PNJ brings a series of jewelry designs, lucky gold, and meaningful gold gifts suitable for different customer groups to welcome a vibrant new year. These products are carefully crafted and convey complete meanings of luck, wealth, and prosperity. The highlight is the Kim Bao Nhu Y jewelry collection, inspired by everyone’s New Year wishes for warmth, prosperity, peace, and the realization of desires.
PNJ created the Kim Bao Nhu Y design, which combines a stylized image of a Wish Fulfilling staff symbolizing blessings and auspiciousness, with the image of a four-leaf clover—a symbol of loyalty, hope, love, and luck—rotating on a gold coin surface, bringing completeness, luck, wealth, and prosperity.
Products from the Kim Bao Nhu Y collection. Photo: Viet Hung
In addition, PNJ also introduces the Mini Lucky Gold collection—Tieu Loc Dai Phat, which allows you to sow luck and place hope for a prosperous year. This is a delicate gift option that fits any budget and provides a new experience in saving and forming saving habits.
Mini gold products are a popular choice for a lucky gift at the beginning of the year. Photo: Viet Hung
“PNJ’s product lines are always diverse and innovative each year. I really like this year’s Mini Gold version because the price is reasonable, and it’s a way to turn small into big,” said Ms. Ha Minh (from Phu Nhuan District).
Customers finalizing their purchase of the 24K Gold Dragon Statue Kim Long Phi Van, limited to only 399 pieces. Photo: Viet Hung
Furthermore, PNJ also launches the Long Dao Kim Nien Lucky Gold Collection to spread the golden prosperity in the year of Thìn, accompanying wishes for fortune and lasting value accumulation. Especially, the gold piece with the word “An” is mostly chosen by customers due to the meaningful wish for a peaceful new year amidst the challenging economic environment.
The Long Dao Kim Nien Lucky Gold Collection is a New Year’s gift carrying wishes for fortune. Photo: Viet Hung
Ms. Thuy Tram (from District 1) shared, “At first, I was worried about the crowd on the 10th day of buying gold, thinking it would be crowded and wait for a long time. However, despite the large number of customers, PNJ staff still provided enthusiastic and warm advice. I had also looked through the designs on the PNJ website, so I quickly made my purchase. Every year, I visit PNJ to welcome the fortune into my home, wishing for a prosperous and lucky new year.”
During this occasion, PNJ also focuses on impressive activities to connect customers with the “Combine Fortune – 100% Receive Lucky Gold” event, taking place until February 20th, 2024, with a total of 2024 gold pieces in luck.
PNJ consultants assisting customers with their purchases. Photo: Viet Hung
Currently, PNJ has a system of 400 stores in 55 provinces and cities. Hotlines and websites are available with 24/7 customer support, responding promptly and efficiently to customer requests. The professional and enthusiastic consultant team at PNJ stores provide the best advice and guidance. Operational activities at the stores are standardized to provide the best support for customers, offering an exceptional shopping experience with luxurious and exquisite products from PNJ.
