Marketing Opinions
Qing Na
Jun 12, 2023

Are granfluencers the new answer to luxury brands’ celebrity endorsement in China?

From Miu Miu's collaboration with an 85-year-old actress to a fashion blogger on Xiaohongshu sharing lifestyle for Lululemon, grandfluencers are helping brands redefine 'youth' and break stereotyped generational gaps in China.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Inside the collapse of Indonesia’s most promising creative network

1 Inside the collapse of Indonesia’s most promising creative network

Australia and India lead the Grand Prix tally at Spikes Asia 2025 as Kazakhstan secures first-ever wins

2 Australia and India lead the Grand Prix tally at Spikes Asia 2025 as Kazakhstan secures first-ever wins

OMD takes the lead as EssenceMediacom drops out of global rankings

3 OMD takes the lead as EssenceMediacom drops out of global rankings

Cheetos’ launches limited edition fashionably functional pants

4 Cheetos’ launches limited edition fashionably functional pants

Labubu, the art toy craze and why grown-ups can’t get enough

5 Labubu, the art toy craze and why grown-ups can’t get enough

WPP offers free Friday lunches to lure staff back to office

6 WPP offers free Friday lunches to lure staff back to office

Mash names all-female executive team, shifts global HQ to Singapore

7 Mash names all-female executive team, shifts global HQ to Singapore

Move and win roundup: Week of April 21, 2025

8 Move and win roundup: Week of April 21, 2025

Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

9 Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

EMA 2025 winners revealed in live ceremony

10 2025 winners for Event Marketing Awards announced in live ceremony

Related Articles

Omnicom Media Group consolidates influencer capabilities under Creo brand
The Information
Apr 19, 2025
Shauna Lewis

Omnicom Media Group consolidates influencer ...

How Chinese influencer Li Jiaqi’s outburst turned the poster child of C-beauty into a laughing stock
Oct 30, 2023
Qing Na

How Chinese influencer Li Jiaqi’s outburst turned ...

Should brands in China rely less on KOLs?
Jun 9, 2022
Shawn Lim

Should brands in China rely less on KOLs?

How tech and brand support can help protect China’s stray animals
Mar 28, 2024
Miranda Yuan

How tech and brand support can help protect China’s ...

Just Published

WPP’s Mark Read on the new-biz pipeline, rebuilding in-office culture and not 'surrendering’ AKQA
The Information
3 hours ago
Beau Jackson

WPP’s Mark Read on the new-biz pipeline, rebuilding ...

CEO asserts that more time in-office will make WPP a 'stronger company in five years' time'.

Former AKQA boss Ajaz Ahmed launches shop to ‘rival slow, bureaucratic agencies’
4 hours ago
Lucy Shelley

Former AKQA boss Ajaz Ahmed launches shop to ‘rival ...

Studio.One makes its debut with several ex-AKQA staffers.

Women to Watch 2024: Shilpa Sinha, McCann Worldgroup
11 hours ago
Staff Reporters

Women to Watch 2024: Shilpa Sinha, McCann Worldgroup

Sinha’s strategic leadership at McCann Worldgroup unites cultural insight with creative impact. She also advocates for inclusive representation across regional and global work.

Former McDonald's marketer Eugene Lee joins Chagee as APAC CMO
11 hours ago
Nikita Mishra

Former McDonald's marketer Eugene Lee joins Chagee ...

Earlier this month, the Chinese milk tea brand's Nasdaq debut boosted its valuation to US$5.95 billion.