Spanning wellness products, high-tech health devices, and senior-friendly home innovations, offerings aimed at China’s aging population have continued to be a major draw at the China International Import Expo in Shanghai since 2019.

With nearly 300 million people over 60 — and projections to reach 500 million by 2050 — China’s “silver economy” is rapidly evolving, as companies and policymakers respond to rising demand for diverse and sophisticated eldercare solutions.

In January, the State Council issued its first national directive focused on expanding the country’s “silver economy” to improve elderly well-being. “The industry widely sees 2024 as the ‘first year of the silver economy era,’” Ma Zhiwen, secretary-general of the Shanghai Senior Care Industry Promotion Center, told Sixth Tone.

This year’s expo highlights a wide array of health and wellness products, from therapeutic treatments to smart devices, underscoring a growing interest among a broader and younger demographic in senior care.

“Chinese elderly consumers are shifting from basic needs to health and smart products, from survival-based consumption to a focus on self-development and enjoyment,” Lü Xiaoli, vice president of the China National Committee on Ageing, said on Nov. 6 at the “A Shared Silver Economy: New Opportunities in an Aging Society” forum, held in conjunction with the CIIE.

At the 7th CIIE, exhibitors have taken note of this shifting focus on proactive eldercare. Japan’s NIN Corporation, for instance, showcased a senior-friendly massage chair equipped with human-like finger-pressure technology. Designed to adjust massage strength and angle based on individual needs, the chair marked the company’s fourth appearance at the expo.

“People are paying more attention to elder care now,” said Xiang Shihua, a sales representative for the brand in China. “Our main customers range from 30 to 60 years old. They’re focusing on prevention, using massage to address muscle soreness, instead of waiting until they’re 70 or 80, with more health issues emerging, to start thinking about elder care.”

Xu Xiaohuan, assistant vice president at Taikang Home, a chain of eldercare facilities, has observed a similar trend toward younger consumers and evolving needs.

“Many seniors in their 80s are extremely frugal,” Xu said on Nov. 7 at another conference on promoting Shanghai’s silver economy. “But a significant shift in mindset is happening among those who have just retired. They’re starting to seek a higher quality of life, not waiting until they need care to look for services.”

One 58-year-old visitor, who has struggled with insomnia for years, came specifically to try a sleep-aid device from Canada’s Air Nutri Solution Inc., which claims to soothe and repair brain nerves through ion particle release. On Nov. 8, the brand’s booth was packed with middle-aged and elderly visitors eager to consult staff and experience the device firsthand.

At another booth, Pedcad Foot Technology GmbH, a German insole company making its debut at the CIIE, attracted a woman in her 60s who inquired about their availability in her hometown of Xi’an in the northwest Shaanxi province. Soon, the company plans to launch insoles designed to help elderly individuals prevent falls.

Pharmaceutical companies also unveiled new treatments targeting age-related conditions. US-based GE Healthcare introduced an Alzheimer’s disease solution set launched last year, featuring medication for early detection, and a new AI-based diagnostic tool making its global debut at CIIE.

“This can allow Alzheimer’s to be detected 10 to 15 years earlier,” said Yao Jun, a product manager with the company.

And Swiss pharma giant Alcon showcased newly approved artificial lenses designed to improve vision for cataract patients as well as announced plans to release a combined ultrasound phacoemulsification and vitrectomy system following the expo.

“Previously, we used point-by-point or line-by-line fragmentation in treatment, but the new generation of technology performs fragmentation in a ‘plane’ for a more comprehensive approach,” Lin Yanliang, a marketing manager at Alcon, told Sixth Tone.

The impact of the focus on eldercare at this year’s expo has been significant. According to a Nov. 6 forum, the expo has facilitated elderly care and rehabilitation product sales totaling $348 million over its first six years.

By 2035, China’s silver economy is projected to reach 19.1 trillion yuan ($2.6 trillion), making up 27.8% of total consumption and 9.6% of GDP. By 2050, these figures are expected to climb to 49.9 trillion yuan, or roughly 35.1% of consumption and 12.5% of GDP, according to Professor Hu Zhan, deputy director of Fudan Institute on Ageing.

(Header image: Massage chairs at the 7th China International Import Expo (CIIE) in Shanghai, Nov. 8, 2024. Wu Huiyuan/Sixth Tone)