At the break of dawn, Nguyen Van Tung arrived at a Hanoi gold shop, queued in the early morning chill, and spent 30 million VND (approximately 1,190 USD) on three symbolic gold items - a God of Wealth statue, a gold baby bottle, and a fortune card - as a gift for his wife.

Across the city, gold stores were packed with customers on the 10th day of the Lunar New Year, known as the God of Wealth Day.

At 4:30 a.m. on February 7, one of the most renowned gold shops on Tran Nhan Tong Street, Hanoi’s gold trading hub, was already crowded.

Rows of plastic chairs lined the sidewalk for waiting customers. Despite the light drizzle, eager buyers huddled outside, anticipating their chance to purchase gold for luck and prosperity.

By 6 a.m., store employees began displaying products. At that moment, SJC gold bars were priced at 89.95 million VND (approximately 3,570 USD) per tael (37.5 grams).

Gold figurines and zodiac charms in high demand

Among the most eye-catching items were gold figurines of the Ất Tỵ zodiac (Year of the Snake), available in sizes ranging from 1 to 5 chi (3.75gr per chi). These special designs drew the interest of many customers looking for symbolic purchases.

Khong Thi Quyen, an early buyer, has maintained the tradition of purchasing gold on this day for the past five years. “I arrived at 6 a.m., so I was among the first to buy. Every year, I feel luckier after getting gold on this day, so I plan to continue the tradition,” she said.

Similarly, Nguyen Dung from O Cho Dua, Dong Da District, brought his son along to purchase two chi of gold. “I’ve kept this habit for 10 years now. It’s a family tradition to buy gold on this day,” he shared.

As the morning progressed, crowds grew larger. Gold shop employees stood at the curb, directing customers and assisting with parking.

Heavy rain does not deter determined gold buyers

At 5:30 a.m., at another gold store on Cau Giay Street, customers were allowed to wait inside due to the heavy rain. Despite the weather, spirits remained high as people eagerly anticipated their turn.

Nguyen Van Tung, from Nam Tu Liem District, was one of the earliest buyers, arriving while it was still dark. “I buy gold every year for luck. Usually, I get rings or bracelets, but this time, I decided on gold-crafted items instead,” he said.

Since many purchase gold purely for good fortune at the start of the new year, most customers buy in modest amounts. On average, each person spends between a few million and several dozen million VND.

Pham Hai & Thach Thao