Transgenic golden rice is genetically engineered to produce specific compounds. Its characteristic golden-yellow hue is primarily due to the accumulation of a pigment called $\beta$-carotene.
Golden rice varieties are modified to express genes that enable the rice endosperm to synthesize $\beta$-carotene, a precursor to Vitamin A. This metabolic pathway is normally absent in the endosperm of regular rice.
Therefore, the distinct golden colour in transgenic golden rice is directly attributed to the presence and accumulation of $\beta$-carotene.