Consumer investment was generally stronger y/y among the ASEAN markets

Consumer investment was generally stronger y/y among the ASEAN markets covered in this report. In Thailand, positive price expectations underpinned gold investment

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Consumer investment in gold was generally stronger year-on-year among the ASEAN markets covered in this report. In Thailand, positive price expectations underpinned gold investment, leading to an impressive 25% year-on-year increase in bar and coin investment demand. However, demand declined when compared to the previous quarter as the gold price rally encouraged profit-taking. Jewellery demand in Thailand for Q1 aligned with global trends, with demand decreasing in response to record gold prices. Nonetheless, the Thai market displayed resilience, showing a moderate decline compared to some other ASEAN countries.

According to the World Gold Council’s (WGC) latest Gold Demand Trends report, investment demand opened the year in strength, reaching the highest first-quarter total since 2016 at 236 tonnes. This was driven largely by a return of institutional investor demand for gold Exchange Traded Funds (ETFs), with net inflows of 141 tonnes marking the strongest start to a year since 2013.

After eight consecutive quarters of outflows, investors returned to gold ETFs in the second half of 2025, ramping up their allocations significantly. By April, Asian gold ETF inflows had already surpassed their entire Q1 total, highlighting the rapid pace of institutional investors’ bullish return to the asset class.

However, despite this strong start to the year, there is still potential for further growth in gold ETF demand. Despite outperforming other major asset classes in the first quarter, and with broader market uncertainty persisting, even greater levels of capital could be allocated to gold in the months ahead.

In the case of net outflows from US equities in Q1 being the highest since the Global Financial Crisis, investors may prefer to realise some of these gains and diversify their portfolios into other asset classes, such as gold.

suggest that despite a strong start to the year, there is potential for even greater levels of capital to be allocated into gold in the months ahead. In the case of net outflows from US equities being the highest since the Global Financial Crisis, investors may prefer to diversify their portfolios and realise some of these gains into other asset classes, such as gold.

global gold ETF holdings are still 10% below their 2020 high.

The broader economic landscape is still difficult to predict in the coming quarter, which could provide further upside potential for gold. As turbulent times persist, haven demand for gold from institutions, individuals and the official sector could climb higher in the periods ahead.

The Gold Demand Trends Q1 2025 report, which includes comprehensive data provided by Metals Focus, can be viewed here.