Enormous attention has been paid to development of intensive light-emitting materials in condensed phase because of the versatile utility in practical applications. Among such materials, recently, gold (I) complexes have been recognized as one of the most promising candidates for condensed-phase light-emitting materials. In our group has been focused on such luminous gold complexes and we have successfully developed some sorts of gold complexes with liquid-crystalline (LC) property. Recently, in rod-shaped LC gold complexes with chiral flexible chain, e.g. S-Nap6 (Figure 1), we have found intriguing photoluminescence phenomena that significantly enhance emission intensity by regular molecular aggregation (OEE, Order Enhanced Emission) and that show selected reflection during visible-light region by tuning the helical pitch (HEE, Helicity Enhanced Emission).1a Our goal in this study is that elucidation of the intriguing photoluminescence mechanism and application of our gold complexes to functional materials showing circular polarized emission or laser oscillation