Rise of 'granfluencers' boosts confidence, silver economy

Growing older does not have to mean life has lost its vibrancy, as many elderly people are joining the digital and internet economy by turning themselves into "granfluencers". Experts said the growing number of senior netizens and granfluencers will benefit the nation's development of the "silver economy".

Gray-haired influencers

At the age of 80, an elegantly dressed man who goes by Grandpa Beihai to his online fans, is known for his bespoke, well-tailored suits and self-disciplined lifestyle. His online persona took off in 2018 when he partnered with his 40-year-old son, Uncle Mona, and they began posting videos of their refined lifestyle, travel vlogs and hilarious family life on Douyin, the Chinese version of TikTok, with the account having garnered around 15.2 million subscribers and 290 million likes.

"I've followed their account for over 5 years. In their videos, Grandpa Beihai is always well-dressed, in high spirits with a kind smile on his face. He is in a well-tailored suit even when he goes to the wet market. He is very tall and handsome, and so are his son and grandson. They are eye candy to average followers," said Liu Qingmei, 56, a retired factory worker who lives in Huangshan, Anhui province, with her daughter.

Liu said Grandpa Beihai has inspired her by showing that elderly people still have a lot to contribute to society.

"I used to be jaded and burned out of my passion for life, but now I myself have started to record my own short videos, recording my retirement life of growing flowers, dancing and traveling. I record the videos just for fun as I've never thought of becoming an influencer like Beihai, but he did inspire me to cherish the good things in my life," she said.

While Grandpa Beihai is garnering a large number of domestic followers, another social media influencer commonly known as Aunt Tan remains a firm favorite after she left a mark on the world's fashion industry after walking the runway for the luxury brand MiuMiu in March 2024.

With around 141,000 followers on Xiaohongshu, or RedNote, Tan, who comes from Liuzhou, Guangxi Zhuang autonomous region, previously shared how she got interested in fashion by styling herself with her son's clothes as a form of artistic expression.

She said in her post that turning 70 was a new start for her, and she wishes to inspire every single person who may be at a loss not to give up on their dreams. "I was a doctor dedicated to my patients before turning 70, and I've never thought I would stand at the runway. So come on! Look at me in my 70s."