Aging with fulfillment

"For a 70-year-old like me, being busy and feeling needed is a source of happiness," said Wang. "When life slows down, loneliness and confusion are amplified, and the world feels increasingly distant."

China's population aged 60 and above reached 323 million by the end of 2025, accounting for 23 percent of the total population, according to the National Bureau of Statistics. The growing size of this demographic has drawn increasing attention about ensuring their well-being.

Du noted that the lifestyle of today's elderly has shifted from simply aging with security to aging with fulfillment. Their recreational activities and consumption needs have become a key focus of the market.

Projections indicate that by 2035, China's silver economy, which refers to economic activities related to people aged 50 and above, is expected to reach 30 trillion yuan ($4.36 trillion), accounting for around 10 percent of GDP.

The silver economy is not only about how older adults spend their lives, but also about how younger generations envision their own later years, Du said.

Developing content industries, including short-video platforms, to better serve older users was included in a 2024 guideline issued by the central government to promote the silver economy. Last year, Red-Note released a user's guide for seniors to help them become familiar with the platform's main functions.

According to a report released by the China Internet Network Information Center in February, as of December 2025, China's internet penetration rate had surpassed 80 percent, with 53.7 percent of people aged 60 and above being internet users.

By June last year, users over 60 accounted for about 14.4 percent of the country's total internet population, according to the center.

As some senior accounts have gone viral, the commercial value of well-known elderly influencers has been tapped as well. Some engage in profit-driven activities, such as selling products or offering online courses.

Many senior online celebrities' accounts are operated by family members or multichannel network agencies, and their videos are often professionally produced and frequently updated.

Du cautioned that elderly influencers should be especially careful when endorsing products, as their recommendations are often more readily trusted by their peers.

Social media platforms, he added, should not only make their services more accessible to senior users but also strengthen oversight of content promoted by them. "From the beginning, it wasn't about making money, but about expressing themselves and participating in society," Du said.

lishangyi@chinadaily.com.cn