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Finding joy in later life_我的网站

一 |     

    Tourists visit the Palace of Ming and Qing Dynasties within Hengdian World Studios in Dongyang, East China's Zhejiang Province, on July 7, 2026. Photo: VCG"Can someone my age still become an actress?" Standing backstage at a microfilm shoot, 55-year-old Wu Shaohua smiled at the camera and said she had never imagined that she would fulfill her "actor dream" in her lifetime.
Wu's unexpected debut was made possible by a short drama experience program launched by Hengdian World Studios, one of China's largest film and television production bases, in Jinhua, East China's Zhejiang Province. Designed for ordinary visitors rather than professional actors, the program allows tourists to put on costumes, choose scripts, step in front of cameras and receive a professionally edited short video as a "souvenir."
For several hundred yuan, participants complete the entire process - from styling and filming to post-production - and walk away with a one- or two-minute clip in which they become the protagonist of their own story.
According to representatives of the program, a version of the hit TV drama Zhenhuan Zhuan, or Empresses in the Palace, featuring a group of middle-aged and elderly women went viral and garnered more than 1 million views less than 15 minutes after the video was released in September 2022, drawing widespread attention to the trend of ordinary people trying their hand at acting. Today, such experiences have expanded to more visitors, with senior tourists becoming one of the program's key participants.
"This is not an isolated phenomenon limited to one film base," Zhang Yi, CEO of market research firm iiMedia, told the Global Times. He said the trend has grown amid a downturn in the film and television industry, where the shift of production bases across China from "serving only professional crews" to "serving ordinary people" has converged with the rise of new silver economy consumption trends.
At the same time, the trend provides a new direction in the development of the silver economy: Elderly consumers are increasingly seeking experiences that provide enjoyment, self-expression and social connection, Zhang said.
From outsiders to insiders
Hengdian microfilm project director Zhang Jinquan told the Global Times that during this year's summer season, his team has received dozens of visitors every day, with the number sometimes reaching more than 100 during peak periods. Elderly visitors make up a large proportion of participants.
"We hope people can experience the fun of film and television," Zhang said, adding that the team provides a full range of services, including costume design, script selection and acting guidance. 
For Wu's daughter, however, her mother's decision to "go shoot a movie" initially came as a surprise.
Many of her old friends who sang and hung out with her had gradually lost touch for various reasons. When I came home from work, I could see she often felt lonely."
Wu is among a growing number of older people who are stepping into studios and transforming themselves from audiences into performers. For many retirees, the experience is not simply about making a video; it is a chance to rediscover confidence, creativity and social interaction.
According to Zhang Jinquan, elderly participants often choose historical costume scripts, with many showing unexpected talent after receiving professional coaching.
"When we opened these projects to the public, we believed that the film industry itself was changing," Zhang Jinquan said. 
"With the rise of micro dramas and AI-generated short dramas, filmmaking is no longer something distant and unreachable. Ordinary people can also participate and experience it."
"When choosing experiential activities such as short drama shoots and traditional-style photo sessions, middle-aged and elderly tourists tend to place greater emphasis on cultural depth, a sense of ceremony, nostalgia and quality experiences. They are particularly drawn to the value of fulfilling long-held dreams, creating meaningful memories and sharing their experiences with others," another representative from the studios told the Global Times.
The popularity of these programs also reflects a broader change in elderly consumption patterns. Zhang Yi said that traditional senior consumption was once largely centered around tourism, healthcare products and daily necessities. Now, more elderly consumers are willing to pay for interests, emotional value and meaningful experiences.
    Senior tourists shoot an ancient-China setting short drama in Hengdian World Studios, East China's Zhejiang Province, on August 7, 2026. Photo: Courtesy of Hengdian World StudiosNew stage
Beyond acting in Hengdian, other forms of experience-based consumption, including ancient-Chinese-style photography, senior study tours, and cultural workshops are gaining popularity among the older generations.
In June, 150 elderly participants traveled to the Ancient City of Ping Yao in North China's Shanxi Province for an immersive cultural study program. Instead of simply visiting historical sites, they combined online learning with on-site practice, conducting poetry recitations in ancient streets, studying Shanxi merchant culture at exhibition halls and creating their own works with guidance from professional art instructors, as reported by cnr.com.
Hengdian World Studios has also introduced study tour programs such as "Learning history through film and television" to better meet the diverse needs of senior visitors. 
Such activities show that senior tourism is evolving from simple sightseeing into a combination of learning, participation and personal expression, Zhang said.
In fact, China's experience economy among the older generation is receiving policy support. China's Ministry of Civil Affairs, the Publicity Department of the Communist Party of China Central Committee and 10 other departments have launched the "Enjoy your silver age" campaign, focusing on areas including elderly cultural activities, creative industries and social engagement to encourage new consumption opportunities for seniors.
According to estimates from multiple institutions, China's silver economy has already approached 10 trillion yuan ($1.48 trillion) in scale and is expected to reach around 30 trillion yuan by 2035, accounting for roughly 10 percent of the country's GDP. Sectors including elderly finance, smart healthcare, senior education and tourism-based wellness are expected to become major growth areas, according to a report from people.cn.
The report pointed out that against this background, precisely catering to the needs of seniors has become a key focus. For industry observers, the next challenge is how to better understand the emotional and social needs of older consumers.
Zhang Yi noted that the future of the silver economy is not only about providing care, but also about creating products and experiences that allow seniors to pursue their interests, express themselves and build connections.
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二 |     　　北京8月11日电（记者     韩鹏飞）翻看普通家庭的日常消费账单不难发现，我国居民消费偏好正在发生深刻转变：消费重心逐步从购置实物商品，转向文旅康养、文化体验、家政托管等服务类消费；消费理念从单纯追求“有钱消费”，向着理性甄选、注重品质的“花得值”转变。万千家庭消费选择的细微变迁，汇聚成我国消费市场转型升级的清晰脉络。国务院批复印发的《扩大消费“十五五”规划》锚定中长期发展方向，提出到2030年社会消费品零售总额达到60万亿元左右，这一目标背后，依托于亿万群众持续释放的消费活力与日益增长的美好生活需要。　　《扩大消费“十五五”规划》作为指导今后一段时期扩大居民消费的专项规划，围绕扩内需、促消费作出系统部署。

三 | “十五五”阶段，我国消费市场处在规模扩容与结构优化并行的关键窗口期，既要持续壮大市场总量，也要推动消费结构持续优化，培育发展型、改善型消费新增长点。规划所勾勒的发展路径，与当下居民消费演进趋势相互呼应。

四 | 　　消费结构变迁，真切体现在大众生活之中。

五 | 过去很长一段时间，实物商品占据居民消费主要份额。

六 | 伴随着居民收入稳步增长、民生保障不断完善，大众消费需求早已超越衣食住行等基础供给，更加看重体验感受、精神满足与服务品质。短途休闲出游、文艺观演、健康管理、个性化生活服务需求稳步上升，直观印证消费由“买商品”向“享服务”稳步转型。与此同时，理性消费、品质消费渐成主流，消费者更加注重综合衡量品质、体验与性价比。需求端发生的内生变化，契合规划提出的促进服务消费提质惠民、推动商品消费扩容升级的工作方向。　　消费市场稳步扩容具备扎实支撑。“十四五”时期，我国社会消费品零售总额迈上50万亿元台阶。

七 | 面向2030年向60万亿元目标稳步迈进，持续近10万亿元的增长空间，根植于我国超大规模国内市场优势，依靠持续激活的居民消费潜力。总量增长不是简单规模扩张，核心在于持续夯实群众能消费、敢消费、愿消费的基础。　　围绕持续释放消费潜力，一系列长效举措有序推进。

八 | 各地坚持就业优先导向，推动居民收入增长与经济增长基本同步，拓宽城乡居民多元增收渠道，夯实消费基本底气；持续织密养老、托育、医疗等社会保障网络，稳定居民长期预期，减少消费后顾之忧；不断完善城乡消费基础设施，健全市场监管体系，优化消费维权保障，持续改善整体消费环境。

九 | 供需两端协同发力，打通制约潜力释放的堵点，为消费市场长期平稳增长筑牢根基。　　供给体系持续迭代升级，持续适配不断升级的消费需求。顺应服务消费加快发展态势，各地持续丰富文旅、体育、健康、养老托育等公共服务与市场化供给；数字消费、绿色消费、沉浸式体验消费新业态蓬勃兴起，线上线下消费场景深度融合。优质商品与多元服务供给持续扩容，推动供需实现更高水平动态平衡。

十 | 城乡、区域消费差距稳步缩小，下沉市场潜力持续释放，共同构筑消费持续增长的多元动力。

十一 | 　　消费是拉动经济增长的基础性力量。民众每一笔日常支出，都汇聚成为国内大循环源源不断的内生动力。《扩大消费“十五五”规划》既是中长期发展目标，也是扩大内需的行动路线图。随着各项配套政策落地见效，居民增收渠道持续拓宽、民生保障持续加强、高品质供给不断丰富、消费环境持续优化，居民消费意愿与消费能力有望进一步提升。　　面向长远，我国消费市场将稳步实现规模与质量协同提升。从一张张消费账单读懂消费升级大势，持续健全扩大居民消费长效机制，更好满足人民群众多层次、多样化消费需求，消费市场必将持续发挥经济稳定器作用，为推动经济持续向好、加快构建新发展格局注入持久动力。版权申明：凡注有“”或电头为“”的稿件，均为独家版权所有，未经许可不得转载或镜像；授权转载必须注明来源为“”，并保留“”的电头。    。

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Published on:12:37:04