🔦How 2 influencers with 32 million fans shed light on a neglected demographic in China | Following the yuan

While consumer brands are forever courting the youngest generation, I believe the phenomenon offers invaluable insights for businesses that aim to connect with a senior audience as China ages.

Writer’s Note 📝: This piece is written in collaboration with Jiang Jiang , the author of Ginger River Review, where we pick apart a phenomenon that has been neglected for too long in (English) media: How do senior citizens in China entertain themselves? What are their emotional outlets and aspirations?

We discussed the rise of one male and one female influencer (who had a combined 3…