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Silver surfers: how China ‘granfluencers’ steal spotlight, taking over social media

South China Morning PostCenter-RightEN 1 min read 100% complete by Fran LuFebruary 7, 2026 at 09:00 AM
Silver surfers: how China ‘granfluencers’ steal spotlight, taking over social media
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AI Summary

short article 1 min

China is experiencing a surge in "granfluencers," or senior influencers, who are increasingly active on social media platforms. Since 2019, the growing aging population has embraced online communities, leading to a significant rise in senior users on platforms like RedNote and Douyin. RedNote reported over 30 million active users aged 60 and older by 2024, while Douyin recorded over 600 million videos created by this demographic as of April 2021. These granfluencers create content across diverse fields, including cooking, lifestyle, fashion, and entertainment, attracting large followings. For example, one account features women in their 70s rapping while cooking, demonstrating the wide appeal of senior-generated content.

Key Entities & Roles

Key Player Opposition Context
TikTok 40% Beijing 50% @bendaniangyingzi 50% Shandong province 60% @wangdajielaile 60% RedNote 70% Douyin 80% China ×390%

Keywords

granfluencers 90% social media 90% influencers 80% aging population 70% china 60% online community 50%

Sentiment Analysis

Positive
Score: 0.40

Source Transparency

Source
South China Morning Post
Political Lean
Center-Right (0.50)
Far LeftCenterFar Right
Classification Confidence
90%
Geographic Perspective
China

This article was automatically classified using rule-based analysis. The political bias score ranges from -1 (far left) to +1 (far right).

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granfluencerssocial mediainfluencersaging populationchinaonline community
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