電通創(chuàng)意-2025銀發(fā)族趨勢觀察-第二青春期 DENTSU CREATIVE -SILVER GENERATION TRENDS REPORT 2025

THESECONDCHAPTER:AREBELLIONREBORN

Afterdedicatinghalftheirlivestomeetingsociety'sexpectations,they'refinallyembracinglifeontheirownterms–enteringtheirsecondchapter.

Farfromlimitingthem,theiragehasbecometheirgreatestassetinreimagininglife.

CULTURALCONTEXT:AGENERATIONOFDELAYEDSELF-DISCOVERY

AsChina'spopulationages,thelifestyleandneedsofmiddle-agedandolderadultshavebecomeafocalpointofsocialattention.Thegenerationbornbetween1960-1975(nowaged50-65)representsaremarkabledemographic:theyholdthehighestaccumulatedwealth,lowestdebtratios,and

generallyhighereducationalattainmentamongallagegroups.Whileindustryanalystsoften

simplisticallylabelthemas"affluentandtime-rich,"understandingthiscohortrequiresdeeperinsightintotheiruniquehistoricalandculturalcontext.

Thisgenerationstandsdistinctasthelastpre-one-childpolicycohortofthe20thcentury.Theygrewupprioritizingfamilyandcollectiveneedsoverindividualdesires,followingpredeterminedpaths

underfamilyandsocietalexpectations.Despitecomingofageduringtimesofmaterialscarcity,theymanagedtotransformbothnationalandfamilyfortunesthroughpersonalendeavor.Their

generationalDNAismarkedbyresilience,innovation,andunwaveringprogress–characteristicsthatcontinuetoinfluencetheirapproachtoretirement.

REDEFINETHENEWSILVERGENERATION

Unlikeyoungergenerationswhoenjoyedgreaterfreedomandresourcesintheiryouth,thiscohort's

earlyyearsofferedlimitedopportunitiesforpersonalexploration,careerexperimentation,orpursuitofindividualpassions.Now,equippedwithwisdom,resources,andvitality,they'refinallyunleashingtheirpotential,freedfromsocietalconstraints.Theirpioneeringspiritdrivesthemtoreimagineseniorlivingandauthenticallypursueself-fulfillment.Thisphenomenonrepresentswhatwecalltheir"Second

Chapter."

THESECONDCHAPTER:REWRITINGTHERULESOFAGING

Iftheirfirstyouthwasaboutchallengingadultauthoritytoestablishindependentidentities,this

"SecondChapter"representsarebellionagainstagingstereotypesandaredefinitionofsenior

possibilities.Itmarksatransformativeshiftfromlivingforotherstoprioritizingpersonalgrowthandfulfillment–makingupfordecadesofputtingothersfirst.

Whiletheirfirstyouthshapedpersonalitydevelopment,this"SecondChapter"influencesthedignityoflaterlife.Thisgenerationactivelyinvestsintheirhealth,exploresnewlifestylepossibilities,and

seeksmeaningfulsocialcontribution.Fromphysicalwellnesstosocialimpact,they’reredefiningarevolutionaryimageofagingthatchallengestraditionalperspectives.

3

LIVINGONMYTERMS

BeyondtheAgeNarrative

AGELESSSPIRIT

Whenagedoesn'tbindme,nothingcan.

CAREERRENAISSANCE

RetiringButNotRetreating

THENEWLEARNINGCHAPTER

Fromobligatorytovoluntarylearning–pursuinggenuineinterests.

DREAMSDELAYED,NOTDENIED

It'snevertoolatetochasedreamswhentheheartiswilling.

PROACTIVEWELLNESS

TakingControlofTime

THEFOURTHMEALREVOLUTION

Goodnutritionisthefirststeptoproactivehealth.

THEMINDGAMES

Keepingthebrainasyoungasthespirit.

EMBRACINGLIFE'SCHANGES

Whenchangeisinevitable,takechargeofthejourney.

VITALITYINMOTION

Whenthespiritstays’wrinkleless’,actionsmustkeeppace.

CONNECTIONSREIMAGINED

BreakingSocialScript

LOVEWITHOUTCOMPROMISE

Thenewsilvergeneration'sviewonlove:Takeitorleaveit.

LIBERATINGRELATIONSHIPS

Thenewparentingphilosophy:Reclaimfreedom.

BOUNDLESSCONNECTIONS

Eachnewfriendshipopensawindowtonewhorizons.

WILDATHEART

IfNotNow,When?

DIGITALADVENTURERS

Connectingwiththeworldonline.

EMOTIONALWELLNESSWORTHEVERYPENNY

Investinginhappiness–noexpensesparedforjoy.

FOREVERYOUNGGAMERS

Competinginyouthterritorywithconfidence.

HARDCOREATHLETES

Makingastatementthroughsheercapability.

FINDINGYOURSPOTLIGHT

Ifthespotlightwon'tfindyou,gofindityourself.

SELFCOMPENSATION

TheUltimatePampering

WORLDATMYFEET

Seizinglife'ssecondhalftoexploretheworld.

DIGITALSHOPPINGTHERAPY

Thepurejoyofbuyingwhatyouwant,whenyouwant.

SOCIALMEDIASTARS

Outpacingbothageandpeers.

REDEFININGRETIREMENT

Turningretirementintosomethingtoenvy.

TIMEISSUPREME

Outsourcingthemundanetofocusonwhatmatters.

LEGACYBUILDERS

ServingSocietyAnew

NATIONALPRIDEAMBASSADORS

Activelyparticipatinginnationalaffairs,representingprosperity.

GIVINGBACKTHROUGHVOLUNTEERING

Sharingwisdomandhelpingotherstothebestofourability.

4

THESECONDCHAPTER

SILVERGENERATIONTRENDSREPORT2025

LIVINGONMYTERMS

BeyondtheAgeNarrative

Theprocessofindividualizationisn'tjustaffectingyoungpeople-it'salsotransforminganewgenerationofsilver-hairedindividuals.Individualizationrepresentsliberationfromestablishedsocial

normsandexpectations,movingtowardalifestylecenteredonpersonalchoice.AsagenerationthatrosealongsideChina's

meteoricgrowth,theyfirmlybelievetheyare"thecatalystsofchange,"convincedofthepowerofindividualwillandaction.

Theyrejectsociety'srigidage-basedtimelines,preferringto

redefineageontheirownterms:it'snotaboutwhatyoushoulddoatacertainage,butratherlettingyouractionsdefineyourage.

Havingchargedfullsteamaheadthroughthefirsthalfoftheirlives,theyhavenointentionofquietlyretiringtoatraditionalelderly

lifestyle.Instead,theyseektostaytruetothemselvesandembarkonnewjourneys,readytoscalethenextpeakintheirlives.

5

THESECONDCHAPTERLIVINGONMYTERMS

1.1

AGELESSSPIRIT

Whenagedoesn'tbindme,nothingcan.

REDEFININGAGE

Today'smaturegenerationrefusestobeconstrainedbyage

stereotypes,believingthatpsychologicalage,ratherthanchronologicalage,shoulddefineaperson.Researchshowsthat54%feelyounger

thantheiractualage.Theyfirmlybelieveinlivinglifetothefullest,

regardlessoftheirage.AccordingtoMinteldata,42%believetheirlateryearswillbemoreexcitingthantheiryouthandmiddleage,while43%ofthisnewsilvergenerationhopestoliveaccordingtotheirowndesiresafterretirement.

ThisshiftinmindsetisincreasinglyvisiblethroughpublicfigureslikeTeresaCheung,ChenKun,andWuYanshu,whoareactively

challengingsociety'sstereotypesandinspiringmorematureadultstoembracetheirownawakeningjourney.

6

THESECONDCHAPTER

LIVINGONMYTERMS

7

1.2

CAREER

RENAISSANCE

RetiringButNotRetreating.

RETIREMENTWITHOUTREST/RETIRINGBUTNOTRETREATING

Accordingto51job'sdata,over68%ofmiddle-agedandelderlyindividualsexpressadesiretore-entertheworkforce;46.7%seekpost-retirementemploymentto

fulfilltheirsenseofpersonalvalue.Whenmoneyisnolongertheprimaryconsideration,thisnewmaturegenerationbeginstoexplorefreshcareerpossibilities:

#RetirementEntrepreneurs:Afterspendingtheirlivesasdedicatedemployees,

somemembersofthisnewmaturegenerationareventuringintoentrepreneurshipasbusinessowners.Foodenthusiastsarestartingprivatediningbusinesses,dessertloversarefoundingbakeries,andtrendymothersareopeningvintageclothing

storeswiththeirdaughters.

#SecondCareerDreamers:Havingworkedformoneyinthefirsthalfoftheirlives,they'renowpursuingcareersthey'repassionateabout.TaketheexampleofHuangDama,whobecameaviralsensationlastyearasastand-upcomedian,advancingintheStand-upComedyCompetitionafterreceivingfourapprovinglights.

#New-GenSocialMediaInfluencers:Contentcreationhasemergedasanewcareerchoice.OnXiaohongshu,food,fashion,andlifestylecontenthavebecomethethreemaincategoriesformiddle-agedandelderlycontentcreators.In2023,onDouyin

(TikTok'sChineseversion),usersaged50andabovecontributedover23million

dailyvideosubmissionsdaily.They'renotjustinspiringtheirpeersbuthavebecomerolemodelsforyoungergenerationsaswell.

THESECONDCHAPTERLIVINGONMYTERMS

1.3

THENEWLEARNINGCHAPTER

Fromobligatorytovoluntarylearning–pursuinggenuineinterests.

THELEARNINGENTHUSIASTS

Movingbeyondmerepracticalityandutilitarianism,seniorsarefinallyfindingopportunitiesto

exploreintereststheyneverhadtimeforintheiryouth.AccordingtoTencentMarketingdata,70%ofmiddle-agedandelderlypeoplearepursuingeducationdrivenbypersonalinterests.Popular

coursesincludesinging,dancing,andpainting,whiletechnicalsubjectslikePhotoshop,videoediting,anddroneoperationarealsogainingtraction.TheelderlyeducationmarketinChinaisprojectedtoreachnearly30billionyuanby2030.

Senioruniversitiesserveastheprimaryhubsforin-personlearning,withShanghaiUniversityfortheElderly(SUE)seeingits6,000spotsfortheSpring2024semesterfilledinstantly.Additionally,90%ofmiddle-agedandelderlylearnersoptforonlinecourses.ThisdemandhasledtotheemergenceofspecializedlearningappslikeLeweixue,Hongsong,andQianChiAcademy,specificallydesignedforseniorlearners.

Butlearningisjustthebeginning–puttingknowledgeintopracticemakesitevenmoreexciting.55%ofseniorlearnersjoinrelatedclubsorsocietiesaftertakingonlinecourses,while49%

participateineducationaltravelortourismactivitiesrelatedtotheirstudies.

8

THESECONDCHAPTER

LIVINGONMYTERMS

9

1.4

DREAMS

DELAYED,

NOTDENIED

It'snevertoolatetochasedreamswhentheheartiswilling.

THEJOURNEYTODREAMSBEGINS

Theywereoncethebackboneofsociety'sdevelopment,spendinghalftheirlivesdiligentlybearingthedualburdenoffamilyandcareer,keepingtheir

personaldreamstuckedawayintheirhearts.Now,havingbuiltafinancialfoundationandfinallyfindingtimeforthemselves,they'rebeginningto

reevaluatetheirlives,bravelypursuingdreamsthatwereputasideintheiryouthduetopracticalconstraints.

AccordingtodentsuCCSdata,32.2%ofmiddle-agedandelderlypeople(50+)aredeterminedtodowhattheytrulywanttodo,while27%viewtheunknownasanopportunitytocreatesomethingnew.

We'rewitnessingmoreandmorematureindividualsembarkingontheirdream-chasingjourneys.There'stheHenanBalletGrannyGroup,whostartedlearningballetfromscratchat60;theauntiesandunclesoftheChangfengParkWindBandwhocametogetherthroughtheirsharedpassionformusic;andXuYukun,anordinaryfarmerwho,at60,setouttocyclearoundtheworldalone.

THESECONDCHAPTER

SILVERGENERATIONTRENDSREPORT2025

PROACTIVEWELLNESS

TakingControlofTime

Astrongbodyandvibrantspiritareessentialprerequisitesforcompletinglife’s-----journeywithdignity.Ashealth

awarenesscontinuestogrowandhealthcareservices

improve,we'reseeingmoresilver-hairedindividualsshiftfromreactivetreatmenttoproactiveinterventionintheirhealthmanagement.

They'retakingmoreactivecontroloftheirphysicalwell-being,transformingdailylifeintohealth-promoting

practices,embracingcutting-edgetechnologyfor

physicalsupport,andapproachingonce"embarrassing"

issues(likemenopause)withgreaterconfidenceandease.

10

THESECONDCHAPTERPROACTIVEWELLNESS

2.1

THEFOURTHMEALREVOLUTION

Goodnutritionisthefirststeptoproactivehealth.

TRADITIONALWISDOMOFNOURISHMENT

Activeonthewellnessfrontier,thenewgenerationofseniorsembracestraditionalhealthwisdom,

integratingbothinternalandexternalcultivationintotheirdailyroutines,makingwellnessanatural

wayoflife.AccordingtoFDLdata,40%ofdiscussionsaboutmedicinalfoodscomefrommiddle-

agedandelderlygroups,with45%ofseniorspurchasingtraditionalChinesemedicinehealthproducts.Popularnourishingingredientsincludegojiberries,ginseng,honey,ejiao,andcordyceps.

SCIENTIFICPRECISIONINHEALTHMAINTENANCE

Whetherit'sTraditionalChineseMedicinewisdomorWesternscience,thenewsilvergenerationiswillingtotryanythingthatbenefitstheirhealth.In2023,healthsupplementsalestoseniorsthroughTmallandTaobaochannelsreached9.81billionyuan,showinga55%year-over-yeargrowth.

Cardiovascularhealth,jointcare,andeyehealtharekeyconcernsforthenewsilvergeneration,withrelatedsupplementsshowingsignificantgrowth.Accordingto2023TaobaoandTmalldata,

glucosaminesalesreached800millionyuan(up9.9%year-over-year),CoenzymeQ10hit300millionyuan(up151.8%),andluteinsalesreached1.06billionyuan(up114.2%).

FUNCTIONALUPGRADEOFDAILYFOODS

It'snotjustyoungpeoplewhoareconsciouslychoosingfunctionalfoodsintheirdailydiet;the

penetrationrateoffunctionalfoodsamongthemiddle-agedandelderlyisequallyimpressive,

reaching74%amongthose45andolder.Manybrandsarelaunchingmorefunctionalproducts,suchasDanone'sseniornutritionbrandGanmai,whichfocusesonpromoting"guthealth"through

probioticsanddietaryfiber.

11

THESECONDCHAPTER

PROACTIVEWELLNESS

12

2.2

THEMINDGAMES

Keepingthebrainasyoungasthespirit.

BRAINHEALTH:INSIDEANDOUT

After60,brainshrinkageaccelerates,reachingratesofupto15%

annually.40%ofpeopleconsidermemorydeclineahallmarkofaging.Brainhealth,onceanoverlookedhealthconcern,isnowgaining

significantattention.

AccordingtoTmall's2023healthsupplementsalesdata,thebrainhealthmarketreached4.1billionyuan,rankingfifthamongall

categories,withthefastestyear-over-yeargrowthat99.6%.Beyondsupplements,thenewsilvergenerationembracesbrain-healthydietsandfingerexercisesdesignedtostimulatecognitivefunction.

THESECONDCHAPTERPROACTIVEWELLNESS

2.3

EMBRACING

LIFE’SCHANGES

Whenchangeisinevitable,takechargeofthejourney.

FACINGCHANGESWITHCONFIDENCE,NOTFEAR

Menopausalwomenfacenotonlyphysicaldiscomfortslikehotflashes,sweating,

insomnia,heartpalpitations,incontinence,andtremors,butalsoemotionalpressuresincludinganxiety,depression,irritability,andmoodswings.Socialstigmaaround

menopausehashistoricallymadethesestrugglesinvisibleandunaddressed.

Associetyprogresses,morepeopleareworkingtodestigmatizemenopause.On

Xiaohongshumenopause-relatedtopicshavegarnered240millionviews,withmostpopularpostsfocusingoneducationandtreatmentoptions.Themarketisalso

respondingwithmoretechnologicalproductsdesignedformenopausalwomen'sspecificneeds,helpingthemtransitionintotheirsenioryearsmorecomfortably.

13

THESECONDCHAPTER

PROACTIVEWELLNESS

14

2.4

VITALITYINMOTION

Whenthespiritstays’wrinkleless’,actionsmustkeeppace.

FREEDOMOFMOVEMENT

Afulfillinglaterlifefundamentallydependsonmobility;52%considerindependentmovementakeyaspectofidealaging.Tocounter

decliningphysicalabilities,thenewsilvergenerationisn'tjustbuying

jointandbonehealthsupplements;they'realsomakingage-friendly

modificationstotheirhomestoreducefallrisks.----60%ofseniorswanttoaddsupporthandlestoaidsafestandingandwalking,54%wishto

eliminatedoorthresholdsandfloorprotrusionsforbarrier-freeaccess,and51%seekslip-preventionmeasureslikeanti-slippaintandmats.

Pioneeringtechnologiesareemergingtoassistwalkingandreduce

mobilitybarriers.Forexample,Arc'teryx'sMO/GO。exoskeletonpantscanprovideabout40%powerassistancewhilereducingkneejoint

stressduringdownhillwalking.

THESECONDCHAPTER

SILVERGENERATIONTRENDSREPORT2025

CONNECTIONSREIMAGINED

BreakingFreefromSocialScripts,RenewingRelationships

Lifetransitionsbringbothareductioninsocialconnectionsandareassessmentofexistingrelationshipsandroles.

Thenewsilvergenerationisbothredefiningtheir

relationshipswithchildrenandpartners,seeking

balancebetweenfamilyrolesandpersonalidentity,

whileactivelybuildingnewsocialcircles.Whether

findingcompanionshipormakingnewfriends,theyaim

tomaintainvitalityandcolorintheirliveswhilealleviatingloneliness.

15

THESECONDCHAPTERCONNECTIONSREIMAGINED

3.1

LOVEWITHOUTCOMPROMISE

Expresslovefreely,displayitproudly,leavewithoutregret.

LOVEWITHOUTHESITATION

Thenewsilvergenerationenteringlife'ssecondactapproacheslovestraightforwardly,refusingtowastetimeonunnecessarycomplications.Seniordatingshowshavegoneviralonsocial

media-"CihaiMatchmaking"toppedratingsin35citiesin2023.DedicatedmatchmakingareasforseniorshaveemergedinBeijing'sZhongshanParkandChongqing'sHongyaCave.Datingappsspecificallyforseniors,likeYidui,nowofferlivestreamingmatchmakingservices.

TRUELOVEOVERCOMPROMISE

Time-consciousseniorsrefusetowasteenergyonincompatiblerelationships.SuMin's

courageousdivorcesparkedintenseonlinediscussions,inspiringthepopular2023Mid-AutumnFestivalfilm”LikeaRollingStone."Atopicabouta73-year-oldgrandmother'sdivorcegarnered130millionviews.

LOVEONDISPLAY

Thenewsilvergenerationshowsaffectionboldly.DuringValentine'sDay2022,flowerordersfromseniorsincreasedsixfoldcomparedtothepreviousyear,with49%ofretireeswillingto

dancewiththeirpartners.Manyphotographystudiosnowofferspecializedportraitservicesforseniors,withChinese-styleweddingphotos,qipaoportraits,andtraditionalpainting-style

photosbeingthemostpopular.

16

THESECONDCHAPTER

CONNECTIONSREIMAGINED

17

3.2

LIBERATING

RELATIONSHIPS

Returningchildren'slivestothem,reclaimingtimeforourselves.

THE"NO-FUSS"PARENTS

Aviralvideorecentlyshowedparentspledging:"Wewon'tsay'weshould'vestayedhomeinstead,'""Theticketsaretooexpensive-yougoin,I'llwait

outside,"and"We'llbuygoodfoodwhenweseeit,won'tovereat,andwon'trush."The"no-fussparents"topiconXiaohongshureached126millionviews.Thenewsilvergenerationisreimaginingparent-childrelationships,replacingcriticismandcomplaintswithunderstandingandempathy.

BALANCEDGRANDPARENTING

Havingdedicatedtheirfirstlifechaptertotheirchildren,they'renowlearningtomaintainhealthyboundarieswhilehelpingwithgrandchildren.Ratherthan

followingtraditionalparentingpatterns,thisgenerationrespectstheir

children'sneedswhilelivingtheirownlives.Theypreferscheduled

babysitting-helpingduringworkhoursandleavingafterward-maintainingtheirpersonaltimewhilesupportingtheirchildren.

THESECONDCHAPTERCONNECTIONSREIMAGINED

3.3

BOUNDLESS

CONNECTIONS

Eachnewfriendshipopensawindowtonewhorizons.

BREAKINGSPATIALANDGENERATIONALBOUNDARIES

#BreakingSpatialBoundaries:CloudSocializingandCommunityNetworking---

57%ofseniorseagerlyparticipateincommunityactivities.Starbucks,IKEArestaurants,evenKFCandMcDonald'shavebecomenewsocialspaceswheremanymakespontaneous

friendships.

40%ofseniorsusetheinternettomaintainfriendships,while61.5%usesocialplatformsto

expandtheirsocialcircles.Onlineeducationallivestreamshavebecomeplatformsformakingnewfriendsandreconnectingwitholdones.SomeevenuseDouyintosearchforchildhoodplaymates.

#BreakingGenerationalBoundaries:

Beyondspatiallimitations,thenewsilvergenerationwelcomesfriendshipswithyoungerpeople,findingcommoninterestsbridgeanygenerationgap."Digitalparents"and"Internetdads"gain

highviewershiponline:they'renaturalandfriendly,alwaysreadyforachat,withever-presentsmiles.Manyhaveaccumulatedmillionsoffollowers.

18

THESECONDCHAPTER

SILVERGENERATIONTRENDSREPORT2025

WILDATHEART

IfNotNow,When?

Afterspendingthefirsthalfoftheirlivesfollowingsociety'sconventions,theycanfinallyrunfreeinlife'sopenfields.

Facedwithcountlesspossibilitiesandtime'srelentless

march,they'vechosentoabandontraditionalsafechoicesandembracecontemporarytrends.Liketheiryounger

counterparts,theydiveintopopularandcolorful

entertainment,boldlysteppingintolife'swilderness,fullyimmersingthemselvesintherhythmofmoderntimes.

19

THESECONDCHAPTERWILDATHEART

4.1

DIGITAL

ADVENTURERS

Connectingwiththeworldonline.

SILVERSURFERS

Internetusageamongmiddle-agedandelderlyhasrisendramatically.AsofSeptember2023,the50+onlinepopulationreached325million.Manynewsilversurfersmatch

youngerusersinscreentime,averaging127.2hoursmonthly,up5.2%year-over-year.

Theyenjoythesameappsasyoungergenerations.KuaiShou,Douyin,andNetEaseNewsaretheirtop3byusagetime,whileXiaohongshuandBilibilishowsignificantgrowth

amongseniors,up65.5%and22.2%respectively.

Theseseniorsalsogravitatetowardappsspecificallydesignedfortheirdemographic.MeiPian,nicknamedthe"elderlyperson'sInstagram,"hasgainedpopularity,while

PinXiaoQuan(afeaturewithinPinduoduo)hasbecometheirgo-toshoppingcommunity.TheyalsoenjoylisteningtotraditionalChinesecomedy,novels,andoperaonplatformslikeXimalayaandYunting.

Short-formvideosareparticularlyappealingtothisdemographic.They'renotjustpassiveconsumers–61%activelysharevideoswithfriendsandfamily.Theirtopthreecontent

interestsarehealthandwellnesstips,lifehacks,andcurrentaffairs.

20

THESECONDCHAPTER

WILDATHEART

21

4.2

EMOTIONAL

WELLNESSWORTHEVERYPENNY

Investinginhappiness–noexpensesparedforjoy.

SPENDINGMONEYONCELEBRITYWORSHIP

It'snotjustyoungpeoplewhoarefansofcelebrities-there'salsoanew"silver-haired"groupjoiningin.Accordingtoasurveytitled"HowManyPeopleinFanGroupsAreWillingtoPayforTheirIdols"jointlyconductedbyRong360's"Dimension"andTencentFinance,overathird(34.05%)offansborninthe1960sspendmorethan5,000yuanmonthlyonfanactivities,farexceedingtheproportionofother

agegroups.LastOctober,a60-year-oldMs.HuangbecameobsessedwithafakeJinDongonDouyin,evenleavinghomeandwantingtodivorceherhusband-astorythatdominatedsocialmediatrendingtopics.Similarly,"YiXiaoQingCheng"becamethedreamloverofmanyelderly"babies"intheirlate

60s.

WEBNOVELADDICTION

Questionslike"Shouldweintervenewhenparentsareaddictedtowebnovels?"and"Whatshouldwedoaboutparents'addictiontoonlinenovels?"regularlyappearonWeibo.Datashowsthat30%of

webnovelusersareover45yearsold,withFanqieNovelandQimaoNovelbeingtheirfavoriteapps.Manywebnovelappsrecommenddifferenttypesofnovelsbasedonage-forexample,menover50arerecommendedstoriesabout"successfullive-insons-in-law"and"militarykings,"whilewomen

over50getrecommendationsforstoriesaboutcutebabiesandwealthyfamilies.

SPENDINGLAVISHLYONSHORTDRAMAS

Elderly-focusedromancedramasfeaturingwealthyCEOshaveparentshooked."FlashMarriage

PartnerisaMagnate"dominatedrankingsfor5consecutivedaysafteritsrelease,generatingover23billionviewsonDouyintopics.Mediareportsindicateitachieved23millionyuaninuserpayments.In2024'smicro-dramamarket,peopleover40makeupnearly50%oftheaudience,withthoseaged45-64showingahighwillingnesstopay(TGIof107).

THESECONDCHAPTERWILDATHEART

4.3

FOREVERYOUNG

GAMERS

Competinginyouthterritorywithconfidence.

SENIORGAMERS

Gaminghasneverbeenexclusivetoyoungpeople.Whentoday'ssilver-hairedgenerationwasyounger,theyenjoyedcompetitivegameslikeSuborGameConsole,Command&

Conquer:RedAlert,TheLegendofMir2,Huaxia,andWorldofWarcraft.Theirloveforgamingmighthavetakenabackseatduetolife'sdemands,butitneverdisappeared.

AccordingtoDentsuCCSresearchdata,27.5%ofpeopleaged49+playgamesatleastonceperweek,and26.7%ofgamersaged50+playtogainasenseofbelonging.

Anipop,PUBGMobile,SubwaySurfers,HonorofKings,andHappyPokerarethemostpopulargamesamongthisdemographic.

GRANDPARENTSINE-SPORTS

Amongtheseseniorgamersaresomehardcoreplayers.OnBilibili,contentcreator

"GamerGrandpaYang"hasattractedover300,000followersbyregularlyuploading

videosofpopulargameslikeAssassin'sCreed,evenearningaGuinnessWorldRecordas"theoldestgamingcontentcreatoronBilibili."Meituanalsoorganizedaseniorteamto

competeinthemarketingleague'sTeamfightTactics,challengingKPLchampions.

22

THESECONDCHAPTER

WILDATHEART

23

4.4

HARDCOREATHLETES

Makingastatementthroughsheercapability.

OBSESSEDWITHADVANCEDSTRENGTHTRAINING

Inrecentyears,parkpull-upbarshavebeendominatedbyelderlyenthusiastsperformingadvancedmovesthatputyoungerpeopletoshame,easily

outperformingevenexperiencedgym-goers.AccordingtodentsuCCSdata,50.7%ofpeopleaged50+exerciseregularlytomaintaintheirphysique.

Salesoffitnessequipmentandprotectivegearhavegrownsignificantlyamongthisdemographic,withlegmachinesup288%year-over-year,kettlebells243%,arm

guards126%,andathletictape66%.

OUTDOORADVENTURES

Thesilver-hairedgeneration'sspendingonoutdooractivitiesisnotable,with

cycling-relatedproductconsumptiongrowingover50%year-over-year.Fishingisalsoafavorite.AccordingtoincompletestatisticsfromtheChinaFishing

Association,amongChina's140millionpeoplewhofishatleastfourtimesannually,32%areover45yearsold.Datashowsthatmen'sfishingequipmentconsumptiongrowthhassurpassedthatofballsports,swimming,andcycling.

PUSHINGPHYSICALLIMITS

Accordingtothe"2023ChineseAthleticAssociationRoadRunningReport,"

peopleaged40-55madeupthelargestparticipantgroupinChina'stopmarathoneventsin2023,leadingallagecategories.

THESECONDCHAPTERWILDATHEART

4.5

FINDINGYOURSPOTLIGHT

Ifthespotlightwon’tfindyou,gofindityourself.

PERFORMANCEARTISTS

You'llfindthemeverywhere:calligrapherswieldingbrushesinparks,musiciansstrummingstringsinalleyways,andsingingenthusiasts

beltingouttunesinpublicsquares-everyplacebecomestheirstageforself-expression.

Datashowsthat63%ofpeopleaged55-65participateinsquare

dancingandotherofflinerecreationalactivities.Thesilver-haired

generationhasbecomeamajorforceinKTVconsumption,with69.7%offrequentKTVconsumersbeingborninthe1960s.

TheylearnsquaredancingonTangDou,showcasetheirsingingonWeSing,andexpandtheirinterestsonHongsong.