Meet the “Hermès of Gold” the Chinese Can’t Get Enough Of

Most of you know by now that I’ve long emphasized the two powerful forces driving gold demand: the Fear Trade and the Love Trade.

The Fear Trade is what most Western investors are familiar with. It’s the flight to safety during times of uncertainty, driven by concerns over inflation, interest rates, geopolitical risk and more. Gold has historically been sought as a safe haven during crises and recessions.

The Love Trade, on the other hand, is based on cultural affinity, religious tradition and rising household incomes, particularly in India and China, the two biggest consumers of the precious metal. Accounting for roughly 60% of global gold demand, the Love Trade is about buying physical gold as a symbol of status and celebration.

This brings me to Laopu Gold, a Hong Kong-listed company we recently took a position in, as we believe it sits at the very heart of China’s Love Trade.

A Cultural Phenomenon with Explosive Growth

Founded in 2009, Laopu Gold is a homegrown luxury brand with a deep focus on traditional Chinese goldsmithing. Its name, Laopu, literally means “Old Shop,” a nod to the company’s emphasis on cultural pride and nostalgia.