“Are you dead?” It’s not a morbid joke–it’s the literal translation of the name of a Chinese app, Sile ma, that went viral around the country in early January. However, amid public controversy over its unsettling connotations, the development team rebranded the app as Demumu on January 14. The following day, the app was removed from China’s Apple and Android app stores. Designed to alert loved ones if a user fails to check in, its bluntness perhaps spoke an uncomfortable truth about a society with a rapidly aging population and a declining birth rate. But this story isn’t about checking out–it’s about seniors stepping up. We’re talking… “Silvercore.”
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Forget the rocking chair. Picture a 68-year-old former makeup artist dissecting the drape of a changshan (best described as a traditional Chinese long, one-piece robe) on Douyin, the Chinese version of TikTok, before critiquing a brand’s “floral folly” with the precision of a Vogue magazine editor.
This is China’s silver economy, economic activity driven by the needs and spending of the older population (typically those aged 50 and above or 65 and above). According to the National Bureau of Statistics, the market is currently valued at nearly $982 billion and contributes 6 percent of the nation’s GDP. That figure is projected to grow to 30 trillion yuan ($4.3 trillion) by 2035, contributing 10 percent of GDP.
The senior fashion retail market hit nearly 400 billion yuan ($55 billion) in 2024, according to research organization China Forward Industry Research Institute–proof that for China’s silver generation, style isn’t an afterthought, it’s an economic imperative.
The silver economy is being tailored not with pity, but with panache. It’s all about seniors living their second act in life–with authenticity and undeniable flair. This is where lifestyle becomes a launchpad.
January 2026 posts on lifestyle bible and e-commerce platform Xiaohongshu (RedNote) show styles for the savvy ‘n sassy Chinese senior–including how to rock “New Chinese style” aged 60 and above on the right
More Than Clothing, It’s Agency
China is home to the world’s largest elderly population, with over 310 million people aged 60 and above, or a whopping 21 percent of the total population, as of late 2025. This isn’t a silent shift–it’s a cultural and economic reboot. As Professor Yuan Xin, Vice President of the China Population Association, notes in an interview with newspaper China Daily last May, “We need to emphasize that seniors are a social asset, not a burden. Enabling willing seniors to continue contributing supports the broader goal of advancing Chinese modernization.”
This asset is increasingly digitally connected. Over half of seniors over 60 spend time online each day, an average of 129 hours a month as of early 2025, researching products, comparing value and clicking “buy,” according to a report from China Global Television Network last March. Older consumers are, in essence, a marketer’s dream–a “platinum-grade” consumer cohort with the time, capital and critical eye to reshape retail.
For this generation, personal style is a powerful language. On Chinese socials, silver-haired “grandfluencers” (grandparent+influencer) command vast audiences, showcasing not just fashion but an aspirational lifestyle. Take the shishang nainai (literally “fashionable grannies” but often referred to as “glammas”), for instance. They’re a troupe of women in their 60s and 70s who have amassed millions of followers across Chinese social media by showcasing their appetite for high fashion, beauty and good health, proving that tradition and trend are not mutually exclusive. Age itself is being cultivated as a niche aesthetic, with professional agencies now scouting and signing silver-haired models like, for example, the prolific Ma Yinhong–who, at the age of 58, was the oldest model to hold court at Shanghai Fashion Week in 2021.
Image: RedNote, January 13, 2036
Yet, the mainstream market often fails to speak their language. Yang Shuying, 68, a former makeup artist, tells the author, “Most older clothes remain stuck in a rigid design of ‘loose, fat’ and ‘bright floral colors.’” She champions age-appropriate elegance–garments that value sharp cuts, quality fabric and dignity over frumpy stereotypes. Her philosophy extends to beauty, “Makeup is now a sense of self-care and a life ritual. Compared to 30 years ago, older people are more focused on skincare and light makeup… It’s a psychological ‘active posture’ against age anxiety.”
For Li Suhua, 78, who used to work at a primary school in Hebei Province, style balances comfort with occasion. She adores the “New Chinese style” aoqun–a traditional style of Chinese women’s attire, typically consisting of a fitted, jacket-like top (ao) worn over a long, flowing skirt (qun), today opting for elegant shades over the bright reds of her youth. “I no longer wear bright red; I prefer lavender, blue and dark green now,” she tells us. Li further notes a persistent gap in representation. “I don’t like seeing merchants use models who are actually middle-aged in wigs. I want to see more real seniors,” she explains.
This pursuit of sartorial agency extends even to life’s final chapter. A poignant, taboo-breaking trend sees seniors commissioning their own “final outfits,” blending personal expression with tradition in a profound act of self-determination, Shanghai-based digital publication Sixth Tone reported in December 2025.
RedNote page under the hashtag “silver power” shows silver foxes and felines different options to stay active in January 2026. #activeaging
The Social Fabric
For China’s seniors, consumption is deeply social. Fashion is curated for reunions, park strolls and university clubs (we’ll get back to that)–a visual statement of continued vitality.
“Many friends of the same age will buy new clothes or get new hairstyles for class reunions, trips and community events,” Yang says. “We want to dress to send a message that ‘I’m still spirited and not out of touch with the times’.”
This isn’t vanity; it’s social capital, a shield against marginalization.
Li echoes this sentiment. “I don’t believe seniors should dress very discreetly and just stay home all day. We have our own community and social group activities. Also, sometimes, when you get a new piece of clothing, you can’t help but want to take a stroll in the park to show it off to other seniors. We all do that!” she said.
This ecosystem is also sustained intergenerationally. Li reflects on this with warmth, “My grandchildren bought me some very cute patches because when they were younger, I used to mend their clothes for them. I don’t understand these fashions, but I guess it’s due to some childhood memories and love.”
This is filial piety, retail-stitched.
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Close-Up: Education In China, When Vocational Meets Visionary
Styling a Life
The desire for a self-determined narrative, so vividly expressed in the “final outfit” trend, is now being supported by formal education. Take the China Civil Affairs University, for example. Established in Beijing by the Ministry of Civil Affairs in May 2024 and commencing classes that September, the university has launched pioneering majors such as Funeral Management and Smart Senior Care with the aim of training a new generation of professionals to build and manage every aspect of the silver economy ecosystem with dignity and expertise. This institutional shift reframes aging not as an end but as a continuum of care and self-expression.
Parallel to this is the explosive growth of senior universities, offering their older students everything from calligraphy to smartphone photography courses.
“Attending a senior university isn’t just about gaining knowledge,” Yang Hong, 71, tells China Daily last May. “It’s also about embracing a more positive lifestyle.” These hubs in turn create demand for wardrobes suited to classrooms, choir practice and cultural excursions–activewear for an active mind. As Beijing resident Chen Ying, 65, states in the same article, “With more and more activities available, I spend less time at home glued to my phone and more time getting out and connecting with society.”
From sustenance to style, wellness to wisdom and finally–leisure. Decoding the five pillars of the modern Chinese senior’s lifestyle in 2026. Image: RedNote
This educational push dovetails with hi-tech lifestyle infrastructure, such as nursing homes that host fashion shows and offer virtual reality travel experiences. However, a stark gap remains between luxury urban elderly communities and under-resourced rural care deserts, according to Sixth Tone, highlighting that the silver economy’s fabric is still being unevenly woven.
Recognizing both the potential and the peril, China has already moved to stitch the pieces together. The Chinese Government elevated the development of the silver economy to a national strategic priority in January 2024, issuing for the first time a dedicated policy document titled Guidelines on Developing the Silver Economy to Improve the Wellbeing of Older Persons.
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The Algorithm & the Aisle
Scrolling through lifesyle bible and e-commerce app Xiaohongshu (RedNote)? Pivot to “Laohongshu” (“OldNote”), the platform’s unofficial silver corner–and a hashtag in its own right. Here, tags like “silver power” and “silver activewear” pull tens of thousands of likes for curated content spanning smartwatch tutorials, kayak excursions and low-impact exercise guides–and their matching wardrobes. But scroll deeper: The conversation isn’t just led by seniors. It’s being hacked by young entrepreneurs and strategists dissecting the projected 30-trillion-yuan silver economy as the business moonshot of the decade.
The viral math doesn’t lie. On Douyin, the “silver economy” hashtag surpassed 1 billion posts on January 13, while “silver market” had spawned over a million posts–a big chunk being product-design tutorials by crafty millennials and Gen Zs mapping the blueprints for the next elder-centric unicorn. Bear in mind: China’s silver economy has the potential to create 100 million job opportunities by 2050, according to the NBS.
“How to Build a Fashion Brand for the Silver-Haired Generation? Unlocking a trillion-yuan opportunity lies at the intersection of high fashion, functional care and ageless style. We dissect three pioneering case studies redefining the ‘silver’ market. This is where commerce meets culture.” Image: Douyin, the Chinese version of TikTok, January 13, 2026
“How to build a senior fashion brand from scratch”–yep, that is indeed one of the tutorial topics now sitting alongside eyeliner hacks and unboxing videos in the feeds of China’s entrepreneurial youth.
And how does one build such a brand? The new playbook is “silvercore” (yep, we just coined it), focused on design-first functionality and community. Stores are becoming lounges with tea and classes, transforming shopping into a social experience aligned with the national push for “active aging.”
Products now merge innovation with aesthetics: smart shoes with hidden support that look like minimalist sneakers, equipped with motion sensors, GPS, pressure sensors, the works; or smart textiles, fabrics embedded with technology that enables them to sense, respond and adapt to different stimuli, for comfort and ease. This shift is quantified in Beijing-based market research firm Daxue Consulting’s 2026 China Silver Economy Report, which notes the senior apparel market is “expanding toward style-forward adaptive wear.” Silvercore is moving beyond mere functionality into design-driven adaptive clothing that equally values form and independence.
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Yang Shuying’s uncompromising standards further highlight what’s at stake. “Comfort is non-negotiable, but so is a neat silhouette. The fabric must be skin-friendly, but the cuts need to be sharp to avoid the slovenliness of ‘old age’ clothing.” She also values brand trust and service: “When shopping offline, it’s essential that the clerk can be patient with advice rather than blindly selling. Online shopping, then, places importance on whether the product details are clearly labeled… I still buy some of the Chinese goods familiar from my career because I trust the craftsmanship, but I am also willing to experiment with the cultural designs of new brands,” she added.
Premium Chinese brands like ICICLE are already dressing the nation’s silver revolution, offering timeless silhouettes in natural fabrics, where age does not fade style, it refines it. This is “earth-minded luxury” with a mission: proving that mature consumers seek not just clothing, but curation, comfort and conscious design.
Li voices her appreciation for the steady senior fashion evolution, “Down jackets have evolved greatly in recent years too. Brands now offer styles and colors more suited for seniors and the cuts aren’t just loose; they’re designed to maximize both comfort and flattering looks, which I really like,” she said.
All in all, viewing China’s silver economy through a fashion lens reveals it is far from a niche market; it is a powerful new consumption powerhouse shaping the future. It is driven by a generation that built modern China and now embraces their golden years with confidence and contemporary style. They are supported by an educational and policy framework that sees aging as the next great industry.
The message to brands is clear: Engage with authenticity, innovate with respect and design for a life being fully lived. So, to answer the app’s stark question: “Are you dead?” For China’s savvy seniors, the real answer is:
“Not even close–we’re just getting dressed.”
FEATURED IMAGE: From sustenance to style, wellness to wisdom and finally–leisure. Decoding the five pillars of the modern Chinese senior’s lifestyle in 2026. Image: Xiaohongshu (RedNote)
THIS IS AN EDITED VERSION OF VAN PARIDON’S ARTICLE FIRST PUBLISHED IN BEIJING REVIEW ON JANUARY 22, 2026
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Perpetually in pursuit of the greater good that is “China Fashion”, van Paridon set up The China Temper to help promote the dynamite dynamic fashion scene sprouting within Beijing, Shanghai, and China overall. Catering to anybody and everybody who reads English and/or Chinese, Temper covers all the basics and bases. From China's street style scenery to its budding photographers, internationally renowned designers, and underground quirks plus phenomena: We present one hot-hip-happening current collective weaving The New "Made in China" tag.
The term “Made in China” is undergoing the ultimate 21st Century makeover. Escorted by the increasingly strong influence of a new thinking among China’s younger generations, regarding individuality and the expression thereof, the fashion scene in the Middle Kingdom is exploding. And stretches far beyond what meets the eye. It’s appliqué, one might say.
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