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Customers in Hanoi and Ho Chi Minh City queued from early morning to buy gold and silver for luck on Thần Tài Day, with many arriving before trading officially began at 6:00 a.m.
In Hanoi, hundreds of people lined up outside gold shops on Trần Nhân Tông Street from early morning, with some customers arriving as early as 1:00–2:00 a.m. Trading began at 6:00 a.m.
Early this morning, Saigon Jewelry Company (SJC) quoted gold bar prices at 182–185 million VND per tael, down 300,000 VND from the end of yesterday. Plain rings at Bảo Tín Minh Châu and PNJ were priced at 181.8–184.8 million VND per tael, while DOJI Group traded plain rings around 181.9–184.9 million VND.
One of the earliest customers, Anh Đỗ Văn Huy (arriving from 2:00 a.m.), bought a one-chi gold bar with a horse symbol for luck at 18.48 million VND.
Silver prices also moved rapidly. From opening until 8:30 a.m., Phú Quý adjusted silver prices more than 15 times. The selling price per catty rose from 90.85 million VND to above 92.2 million VND. At DOJI’s Trần Nhân Tông store, silver was sold out after 8:00 a.m.
Nguyễn Tiến Dũng, a resident of Bách Khoa ward, chose to buy silver. Since last year’s Thần Tài festival, many customers—especially younger buyers—have increasingly purchased silver for luck. From opening until 8:30 a.m., Phú Quý raised silver prices more than 15 times, with the selling price per catty increasing from 90.85 million VND to above 92.2 million VND. At DOJI’s Trần Nhân Tông store, silver also sold out.
This year, Bảo Tín Minh Châu installed automated gold-buying and selling machines across all branches. Buyers can operate the devices and pay through them to reduce pressure on traditional counters. After payment and receipt of the invoice, customers are guided to collect gold inside the cashier area.
Cash counters at Hanoi’s gold shops were operating at full capacity from early morning. Most customers were buying gold rather than selling. At DOJI, there is no cap on the maximum quantity a customer can purchase, and sales continue until stock runs out. Bảo Tín Minh Châu also imposes no cap, but delivers only up to 3 taels before March 12; the remainder will be returned afterward.
The busy gold-buying scene in Ho Chi Minh City was also visible from early morning. Hundreds of people crowded the Mi Hồng store in Bình Thạnh District. Mi Hồng bought and sold plain rings at 182.2–185 million VND per tael, slightly below yesterday.
“Gold prices are rising, so I bought only two phân of gold (0.2 chi) this new year for luck,” said Nguyễn Thành Trà My.
Many businesses promoted gold mini under 1 chi to meet demand for luck around Thần Tài, particularly among younger customers and Gen Z, who favor lighter gold pieces. SJC stores on Nguyễn Thị Minh Khai Street were also crowded this morning.
In addition to traditional products such as gold bars and rings, brands are minting horse-shaped gold pieces to symbolize the Year of the Horse (Bính Ngọ).
According to companies, demand for Thần Tài gold remains high and has risen slightly compared with ordinary days. However, shopping patterns have changed: customers no longer concentrate purchases on a single holiday but spread them out from year-end and right after Tết.
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