China’s silver-haired consumers are becoming a driving force in the country’s digital economy, with more than 160 million seniors online and internet penetration nearing 80%. Once seen as peripheral, older users on Douyin are shaping trends in fashion, health, food, and lifestyle consumption. The article explores how self-care, social interaction, and health needs drive senior shopping behaviour, the gendered patterns influencing product choice, and why comfort, authenticity, and influenc...
