The catalytic activity of a simple Au/Al2O3 catalytic system prepared by the direct anionic exchange (DAE) method was evaluated in the selective 5-hydroxymethylfurfural (HMF) oxidation under mild conditions, using molecular oxygen as the oxidant. The influence of the HMF/NaOH ratio and reaction time on product yield and distribution were studied and discussed in detail. Extremely high activity and selectivity were observed in mild conditions, with 99% of 2,5-furandicarboxylic acid (FDCA) production at full HMF conversion after 4 h with the use of only 4 equivalents of NaOH at 70 degrees C. Catalyst viability and stability were verified by repeating the cycle up to five times. Changes in the nature of the support were also contemplated by introducing some ceria fraction, i.e. 20 wt%.