On September 22, 2026, gold trading in Vietnam has shown notable changes as prices decline, prompting many buyers to rethink their purchasing strategies. Observations from gold shops in Hanoi indicate that customers are no longer crowding stores as they did previously. Instead, transactions are more measured, with buyers opting for smaller quantities of gold.

For instance, Ngô Hoài An, a customer from Bạch Mai, shared that in the past, she would invest most of her savings into gold. Now, she only allocates about one-third or even one-fifth of her available funds for gold purchases. This shift allows her to maintain flexibility with her finances while still investing in gold.

Similarly, Trương Văn Tân from Hai Bà Trưng has adjusted his approach to buying gold. Previously, he felt pressured to purchase gold immediately when prices rose, fearing further increases. Now, he takes a more relaxed stance, deciding to buy only when necessary.

Another customer, Đỗ Thị Nhiên, noted that her reasons for buying gold have evolved. She no longer considers gold her default investment option whenever she has extra cash. Instead, she evaluates her upcoming financial needs before deciding whether to invest in gold.

As of 2:45 PM on September 22, 2026, the DOJI Group listed gold prices for rings at 142-146 million VND per tael, reflecting a decrease of 800,000 VND from earlier in the day. The Phú Quý Group reported similar prices, with gold rings priced at 142.2-145.2 million VND per tael. The global gold price was around 4,308.1 USD per ounce at the same time.

This trend indicates a significant shift in consumer behavior towards gold investments in Vietnam, as buyers become more strategic and cautious in their purchasing decisions.