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  • Gordon Dumoulin

Chinese Glam-Mas (Glamorous Grandmas) new hype on short video app Douyin, Tiktok in China

Chinese Glam-Mas (Glamorous Grandmas) receiving millions of views and likes on short video app Douyin (Chinese Tiktok) in China. This celebrity team of 4 Glam-mas from Beijing (under Douyin account ‘glamma_bj’) are representing a new league and generation of Chinese seniors; fashionable, life loving and active on social media.

There are 320 million daily active users on Douyin in China, among whom 40 million are estimated to be above 50 years old. China has a vast online population, coming in at 829 million at the end of last year, of whom 12.5 percent are above 50 years old, up 2 percentage points from the previous year, according to a report on China's Internet development released last February.

Elderly are also storming onto the e-commerce platforms which adjust their sales programs and marketing swiftly towards this highly attractive and powerful demographic in Chinese society.

The 4 Glam-mas are making sure that the traditional view, perception and name of elder women in China being DaMa (大媽, loosely translated as ‘Auntie’) is challenged and gets a fresh make-over and evolution.

Chinese society in dynamic transformations.

#china #chinesesociety #chineseculture

Sources : douyin, xinhua

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