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traditional weddings in malaysia are a perfect example. the bride wears a lot of gold jewelry, which symbolizes the wealth and status of the family. gold is not only a beautiful ornament, but also people's belief and sense of security in wealth. this phenomenon is also common in other southeast asian countries. thais like to buy gold and it is widely used in many traditional festivals and celebrations. gold in hinduism is considered to be the incarnation of the god of wealth, while gold in vietnamese society symbolizes status and wealth.

these cultural habits are closely related to the economic environment. southeast asia is experiencing inflation and economic uncertainty, and gold, as a tool for maintaining and increasing value, has become people's investment choice. this year, malaysia’s gold reserves grew by us$100 million, reflecting gold’s widespread demand and investment value in southeast asia.

however, gold jewelry brands face challenges when going overseas. in addition to competition between local brands and international giants, various countries also have strict controls on gold import and export, which also increases the cost and supply difficulty for brands to enter overseas markets.

despite these challenges, chinese gold brands continue to explore new markets and opportunities. chow tai fook's sales of us$7.196 billion rank tenth in the global jewelry and luxury goods industry. according to the "global power of luxury goods 2021" released by deloitte, chow tai fook ranked tenth with sales of us$7.196 billion. this shows that chinese brands continue to rise in the international market and inject new cultural and aesthetic concepts into the global fashion industry.

in the future, how will gold jewelry brands succeed in the fiercely competitive market? perhaps, gold can still continue its status as the "king of metals" and attract more consumers with its unique cultural charm.