Fashion Grandmas - 11th June 2021

Chinese social media is celebrating a new kind of influencer – the Fashion Grandma. Fashion Grandmas are a team of glamorous older women. They are promoting style and emotional well-being via the web and are being viewed by millions of people.

The percentage of people above retirement age in China is rising rapidly because the government used to have a one-child policy. There are worries that this could cause problems for the economy. However, the growing use of technology by older generations is providing a fantastic business opportunity.

Influencer Sang Xiuzhu is 76 and she feels her life has opened up. She doesn't let her age stop her enjoying life to the full.

Sang Xiuzhu: "I think the elderly should also live the way they want and be optimistic. Don’t keep thinking about how old you are. Our ‘Fashion Grandma’ group has a slogan: Age is just a number."

Fashion Grandmas are enjoying the financial benefits of their project. They generate income from pop-up adverts and selling items on livestreams. In just 60 seconds they can receive hundreds of orders. Fortunately, they have an agent who manages the accounts for their business venture.

Ruan Yaging hosts a video channel called Beijing Dama. At the age of 58, she is confident in her role. She also disagrees with the view that older people are unaware of modern day issues.

Ruan Yaqing: "The elderly nowadays are different. We are exposed to everything and will learn everything. We are not like what young people assume, that we know nothing. It’s wrong – actually the elderly know everything, and can accept everything. Everyone says that I’m an influencer now."