As technology increasingly permeates every aspect of life, HanaGold stands out as a prime example of how a Vietnamese startup can transform a traditional industry like jewelry and precious metals through digital thinking and modern technological approaches. Established in 2020, HanaGold chose a challenging yet promising path: digitizing the purchase, accumulation, and investment of gold—an area deeply rooted in traditional consumer habits, physical transactions, and personal trust.
The major issue identified by HanaGold is the inconvenience and lack of safety associated with the common practice of hoarding gold in Vietnam. Consumers often have to buy large gold bars, physically visit stores to make transactions, keep paper invoices that are easy to misplace, and face the risk of theft when storing gold at home. These barriers make gold investment less accessible, especially for younger people or those with average incomes. Instead of trying to drastically change consumer behavior, HanaGold chose to innovate: preserving the traditional value of gold accumulation while enhancing the experience through a technology-based platform.
The core of HanaGold’s technology lies in a mobile application that enables users to purchase, store, and transfer digital gold with investments starting as low as 100,000 VND. Users can track real-time gold prices, manage their assets, and even convert digital gold into physical gold at verified showrooms or franchise agents. Despite its simple user interface, the platform’s security system is robust, featuring eKYC and biometric authentication to ensure trust and legal compliance—both significant challenges for digital financial products in Vietnam.
One of HanaGold’s standout technological features is the integration of NFC chips into its physical gold products. Users can simply scan the chip with their phone to verify the product’s origin, purity, and standards. This not only prevents counterfeiting but also enhances transparency—an essential factor in building trust in a market often questioned for product authenticity. Compared to traditional storage solutions or online gold apps that merely display balances, HanaGold offers a seamless connection between digital and physical assets, while clearly affirming the user’s ownership.
Operationally, HanaGold is proving the viability of its model, with over 100,000 app downloads, more than 55,000 active users, and a network of four showrooms in major cities. Its franchise model has expanded to over 20 provinces, supported by a network of 50 brand ambassadors, demonstrating the development of a consumer ecosystem centered around its core tech product. In its growth journey, the startup has successfully raised over USD 1.7 million from investors such as Heralding Capital and FundGo, along with numerous individual investors, and has received support from domestic innovation and acceleration programs.
These achievements stem not only from technological capability but also from a product mindset aligned with market needs. By focusing on a widespread, easy-to-understand demand—gold saving—HanaGold was able to clearly define its target audience and outline a technology roadmap that evolves with user needs. Furthermore, building trust through both technology (like NFC and biometric security) and human factors (such as brand ambassadors and physical showrooms) has proven key to developing a sustainable digital financial product in a market still hesitant about change.
With a vision to become a national brand in gold investment by 2025, HanaGold is not merely offering a tech solution—it is building an integrated model that combines technology, finance, and traditional retail. For other founders, HanaGold’s story serves as clear evidence that technology becomes truly effective only when placed in the context of real user behavior, coupled with persistence in R&D and a deep understanding of the market one aims to transform.
