Insta360, the Shenzhen-based camera company known for its 360-degree and action cameras, has found a particularly flashy way to reward its best employees by handing out gold. Real gold. According to a report by Tom’s Hardware, the company recently gifted solid gold keyboard keycaps to top performers, each worth as much as $45,000.
This has become an annual tradition at Insta360, tied to China’s “Programmer’s Day,” which falls every October 24. At the latest celebration, 21 employees received the precious metal keycaps as recognition for their work.
The practice began about four years ago, around the same time Insta360 started gaining global attention for its imaging technology. Since then, the company has handed out a total of 55 gold keycaps to standout staff members. As gold prices have risen, the value of these gifts has more than doubled compared to when the tradition began.
But the company’s fascination with gold doesn’t stop there. A broader “gold culture” now seems to define Insta360. At a party last year, one employee received a 50-gram pure gold bar after winning an internal competition. A recently married couple who both work at the company were gifted a pure gold coin. And to celebrate Insta360’s 10-year anniversary in July, every employee, including interns, was given a box containing pure gold stickers.
These lavish gestures have earned Insta360 a nickname among locals, the “gold factory.”
Founder Liu Jingkang says the gold keycaps symbolize how every keystroke can “turn stone into gold.” He believes gold represents stability and reliability, qualities that he wants to see reflected in the company’s work and culture.
That idea seems to have struck a chord with employees. One worker reportedly said he hopes to “fill my whole keyboard with gold keycaps,” a lighthearted but telling reflection of how the company’s rewards inspire motivation and pride.
While most companies rely on bonuses or recognition programs to reward staff, Insta360’s golden incentive program has set a new standard for extravagance. With more than 50 gold keycaps already given out, the company’s message is clear: at Insta360, great work doesn’t just shine, it gleams.
