In traditional Chinese wedding customs, the “sanjin” is the betrothal gift given by the groom’s family to the bride. However, due to the economic downturn and skyrocketing gold prices, an increasing number of Chinese couples are opting to “rent sanjin” to complete their weddings. This allows them to uphold the ceremonial traditions while also reducing the financial burden, in response to future uncertainties.
This year, the price of gold has continuously hit new highs. Although the current price has dropped by 6% from the historical peak on October 20, it has still risen by 50% so far this year. Even if it falls to $3500, it would still be 30% higher than at the beginning of 2025.
Against this backdrop, “renting sanjin” has become a new choice for young couples celebrating their marriage. Discussions about “renting sanjin” on the Little Red Book app have been steadily increasing in popularity, with the comments section full of approval for the triumph of practicality.
On social and shopping platforms, many businesses have responded to this trend by offering rental packages for “sanjin” and “wu jin” (five pieces of gold), claiming slogans like “spend a little money to accomplish a big event” and “achieve wedding gold freedom for just a hundred yuan.”
Mrs. Chen, a new bride from Chengdu who recently held her wedding, confessed to a journalist from Japan’s Oriental News that she rented a set of heavy gold jewelry weighing over 50 grams for less than 1000 yuan for a 7-day rental period. If she were to purchase this set of jewelry, it would cost over 60,000 yuan. She stated, “I won’t wear it after the wedding, it would be a waste to just keep it stored away.”
The person in charge of a jewelry rental platform in Hangzhou revealed that since entering the peak wedding season in October, the number of orders has significantly increased compared to the same period last year, with over 80% of the orders coming from couples born in the 1990s and 2000s.
According to data from a rental website, in May of this year, the volume of national gold rental orders increased by a staggering 210% compared to the same period last year, with popular items often being sold out shortly after being listed in the early hours of the morning.
“Renting sanjin” has become a new consumer trend. A report by Sing Tao Daily pointed out that behind this pragmatic phenomenon is a reflection of the changing consumer attitudes of the younger generation under the economic downturn. They are no longer blindly pursuing material possessions but instead value utility and cost-effectiveness. They are willing to pay for the “face” while also maintaining financial rationality.