SEVERAL elegantly dressed grandmas wrapped in traditional cheongsams complemented by exquisite makeup and hairdo, gracefully walk into a livestreaming room. The Chic Grandmas, with over 20 million followers on various online platforms, begin their livestreaming session this way.

Featured products, including jewelry, clothing, and nutritional supplements, cater specifically to the “silver age.” In addition to livestreaming in their studio, art exhibitions or cooking sessions are also held. Typically scheduled before 10 p.m., the livestreaming respects the early bedtime of the elderly.

Wu Shuhua, 62, is one of the silver-haired grannies who never thought she could join in such a “magic” team after retirement, sharing her beauty and positivity with millions of people online.

Wu’s husband passed away at the age of 49, leaving her to bear the family’s burden alone. After retirement, she had the opportunity to join Chic Grandmas, and found “the true freedom of living for herself.”

“We have all sacrificed so much as wives and mothers in our past lives, so in this second half of our existence, it is important to dedicate more time to ourselves, doing things we love, finding pleasure and making the later part of our life shine. I hope that with my vitality at 60 years old, I can influence more people around me through my positive mental attitudes towards life,” said Wu.

As the aging population in China grows, the elderly are emerging as an undeniable consumer force. According to China Central TV, the current “silver economy” in China is valued at around 7 trillion yuan (US$982 billion), approximately 6% of China’s total GDP.

The State Council recently unveiled a series of measures to promote the “silver economy,” marking the first policy document specifically addressing the future needs of a growing aging demographic at the national level. It includes various services related to elderly culture, sports, and health, Xinhua reported.

This official release has further validated the persistence of He Daling, a post-90s woman and founder of Chic Grandmas. She believes her efforts have been vindicated.

Four years ago, the elderly people were largely overlooked on the internet with few elderly key opinion leaders and livestreamers also neglecting their needs. However, this untapped demographic presented a great potential for exploration.

In June 2019, she founded Chic Grandmas and released its first video on Douyin, which gained over 40 million views within one day and quickly topped popularity rankings. She anticipated this trend, understanding that an IP representing this demographic satisfies major desires of scarcity and representativeness in cyberspace.

She said that her original intention to set up the fashionable grandma group was to break the stereotype surrounding Chinese senior citizens and lead them to embrace a more refined lifestyle. Meanwhile, the team remains dedicated to promoting traditional Chinese culture worldwide.

“I hope Chic Grandmas can encourage all middle-aged and elderly women to no longer be defined and bound by age, but have the courage to express themselves, appreciate themselves, and live a wonderful life.”

During the Dingshu Intangible Cultural Heritage Week in the creative and cultural ceramic avenue in Yixing, East China’s Jiangsu Province in late 2023, around 300 Chic Grandmas with an average age of 65 (the oldest being 88) showcased China’s intangible cultural heritage through costumes featuring Suzhou embroidery and traditional Chinese painting.

She said that the content of “silver family” promoting the intangible cultural heritage through fashion shows has garnered attention from both domestic and foreign tourism bureaus, and these chic grandmas are expected to appear at the London Fashion Week in 2024 wearing their elegant costumes.

From an initial team of only four to six grandmas, her efforts have paid off, attracting widespread interest, with many senior citizens expressing their desire to join the team.

While making friends with the grandmas, she also encountered many difficulties. Many of them had worked in areas that had nothing to do with fashion before retirement, so they lacked confidence.

“Most of the grannies joining the team are not doing it for money, but to have something to do and prove their value,” she said, noting that most elderly people feel lonely after retirement and some even suffer from mild depression. However, after joining the team, they made many like-minded friends, and gradually gained confidence and happiness, and even recovered from illnesses.

“In a word, we hope to create a new image and concept for the elderly in China, no matter how old they are in life, they should be full of curiosity about the world, maintain a positive attitude toward life and embrace love,” she said.

After seeing these positive grandmas shining in their later years, 30-year-old she said she is not afraid of getting older. On the contrary, she looks forward to her retired life. “I will continue this career until I become a chic grandma myself,” she said. (Global Times)