🔦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.

Yaling Jiang

and

Jiang Jiang

Sep 17, 2023

∙ Paid

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…

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A guest post by

Jiang Jiang

Founder of GRR. China reporter, research fellow at Xinhua Institute think tank, lecturer at Peking University, Podcaster, YouTuber @chinaday2day. UVA Darden MBA, based in Beijing. Views not representing Xinhua.