A digital way to age gracefully

The young might be restless but trends show that there will always be something they can learn from senior citizens. This is apparent from the popularity of a series of video clips starring elderly residents at a retirement home in Tianjin that is trending on lifestyle app Xiaohongshu under the theme "Human sobriety".

"Will remaining single mean being solitary in old age?" Yu Youfang, a gray-haired internet influencer and retirement home resident, who is better known as "Teacher Yu", asks in one of the video clips. Her fellow resident quickly reassures her, "But marriage doesn't ensure a longer life," offering solace to young Chinese individuals who are often under societal pressure to get married amid falling marriage rates.

In another similar exchange, an octogenarian puts forward the argument that without hard work in youth, people cannot sustain themselves in old age. But his fellow resident promptly counters him saying, "If you work too hard, you might not even have the chance to contemplate old age," highlighting the premature deaths linked to excessive workloads.

The video clip is one of 170 such short clips posted on a Xiaohongshu account called Spring in Chunxuanmao, which is the brainchild of an employee of the retirement home chain Chunxuanmao. It has amassed nearly 100,000 likes and attracted over 2,300 comments. The videos are gaining traction among young urbanites who are grappling with stress stemming from various issues, such as relationships and work-life balance.

The videos apart, its comments section is becoming like a go-to place for the young to seek guidance on various issues concerning their lives, such as relationships — a subject they avoid discussing with their parents.

In a world where the pursuit of success and material wealth is so commonplace, Yu and her fellow residents stand out as beacons of wisdom and serenity.

Leading this project is Chen Zhuo, the current director of Chunxuanmao, who is driven by a profound passion for senior care and a strong interest in bridging generational gaps through impactful storytelling. His team consists of eight members born in the 1990s, who work behind the scenes. Growing under the care of his grandparents, Chen Zhuo developed a deep connection with the elderly.

Recognizing the urgent need of his employer Chunxuanmao to get some publicity in the competitive eldercare market, Chen Zhuo sought to elevate the brand by creating viral video content. "That's where my strength lies," he said.