In 2025, Thailand outperformed all Southeast Asian nations in the purchase of gold bars and coins, signaling a surge in demand. According to the World Gold Council, total purchases in the country amounted to 51.4 tonnes, which represented approximately 36% of the region’s overall demand. This significant uptake in gold was the highest the country had seen in seven years, valued at over US$6 billion. As a result, Thailand surpassed Vietnam, the previous leading gold market in the region, which had recorded a demand of 42.1 tonnes in 2024.
Collectively, five prominent Southeast Asian gold markets witnessed a more than 15% surge in the purchase of bars and coins last year. The total demand reached a new nine-year high at 139 tonnes. Vietnam trailed Thailand, securing second place with a demand of 36.1 tonnes. However, it was the sole country to report a downturn in gold sales, with a 14% decrease.
During the last quarter of 2025, Vietnam’s gold trading shrank for the sixth consecutive quarter, hitting its lowest point in almost half a decade. Supply shortages were identified as a principal reason for this downturn. The country experienced a scarcity of gold bars and a sudden increase in 24K ring demand, causing prices to escalate dramatically and widen the disparity with international rates. Consequently, Vietnam’s gold prices soared by 81% in the previous year and 13.5% in the current year.
Despite these circumstances, Thailand and Vietnam combined accounted for two-thirds of Southeast Asia’s gold demand. The third highest demand was from Indonesia, which saw a 29% surge in sales to 31.6 tonnes, marking an unprecedented volume in 12 years.
Malaysia claimed the fourth position, with a demand increase of 37% to 10.3 tonnes, likewise a 12-year record. Singapore, ranking fifth, marked the most significant growth in the region at 48%, with a record volume of 9.6 tonnes sold.
Globally, the demand for gold bars and coins reached 1,374 tonnes or $154 billion. China and India consistently remained the two primary gold markets. There was a 28% rise in demand for gold bars and coins in China in 2025 compared to 2024, while India registered a 17% increase during the same period. Together, these two nations represented more than half of the total global demand for bars and coins.
Which country led Southeast Asia in gold demand in 2025?
Thailand led Southeast Asia in gold demand in 2025, with purchases totaling 51.4 tonnes.
What factors contributed to the decline in Vietnam’s gold trading?
A shortage in the supply of gold bars and an increase in demand for 24K rings were key factors that contributed to the decline in Vietnam’s gold trading.
Which countries were the two largest global markets for gold in 2025?
China and India were the two largest global markets for gold in 2025, accounting for more than half of the total global demand for bars and coins.
