A video of Maye Musk, mother of Tesla CEO Elon Musk, purchasing handcrafted gold jewellery in Shanghai earlier this year sparked an online buzz.

But long before Maye Musk’s trending post, the Chinese-style gold jewellery — carrying thousands of years of craftsmanship — was already on the shopping lists of many international tourists, along with tea, silk and other cultural souvenirs.

Shanghai Yuyuan Tourist Mart, a key check-in for foreign visitors, is at the epicentre of this gold rush.

Zhou Mingyuan, deputy manager of Lao Feng Xiang Jewellery’s flagship store in the Yuyuan area, noted that tourist visits to the shop surged during this year’s Spring Festival. He said that a Middle Eastern traveller made the highest single purchase of 56,000 yuan (£6,070) on several items, including a pair of gold earrings.

“A few years ago, most foreigners only cared about diamonds,” Zhou said. “Now they seek gold jewellery and ornaments with traditional Chinese elements such as dragons, phoenixes, zodiac signs and bamboo patterns. They also like to watch craftsmen carve the items with their chisels and shape filigree patterns on-site — rare techniques that appeal strongly to them.”

Zoe Saynchez, a tourist from the Philippines, said that Chinese gold jewellery is daintier, finer in detail and more delicately made compared with her existing pieces.

Liska Weidmann from Germany noted the aesthetic difference between the East and West. “In Germany, people often prefer very big pieces, and in China, it’s about the details; (a piece may be) small but there are so many details to see.”

This boom stems from both the investment appeal of gold amid global market uncertainty and the rise of Chinese-style gold craft.

Long tied to a traditional wedding trio of necklace, earrings and a ring, the domestic gold jewellery industry once focused on price wars over weight instead of design. However, gold crafted using ancient techniques — centred on intangible cultural heritage — grew rapidly with its emphasis on culture, aesthetics and craftsmanship, adding a value that has won over consumers.

China Gold Association data shows that the annual compound growth of such traditional gold jewellery between 2018 and 2023 reached 64.6 per cent, far exceeding the 3.6 per cent of ordinary gold. CHJ Jewellery data reveals that 80 per cent of its consumers purchase gold jewellery for themselves, challenging the stereotype that gold is primarily for weddings.

Shen Guoxing, a master of Chinese arts and crafts, said that ancient Chinese craftsmanship includes manual sheet metal, “lifting-pressing” and chisel carving. Lifting-pressing shapes flat gold into relief, ‌three-dimensional‌ and hollowed forms, while chisel carving creates delicate textures like filigree.

“A piece of jewellery often integrates multiple traditional techniques, which is a unique feature of Chinese-style gold,” Shen said. He noted that while Chinese and foreign gold craftsmanship techniques are similar, the main difference is in cultural expression and warmth.

“The traditional gold crafting techniques — passed down through generations — allow each artisan to add their unique touch, resulting in distinct creations. Handcrafted works using these methods are vibrant and warm. Our goal is not to replicate old objects, but to revitalise traditions, turning museum pieces into everyday wearable pieces,” he added.

French tourist Djouher Ghena called it an excellent souvenir: “It’s special — from China and it lasts longer.”

Li Minghao, marketing manager at Shanghai Lao Feng Xiang Co, said the upsurge of foreign tourists purchasing Chinese-style gold signifies global recognition of Chinese craftsmanship and culture.

“Purchasing gold while travelling creates precious memories and offers another reason to fall in love with Shanghai,” Li said.