"Can someone my age still become an actress?" Standing backstage at a film shoot, 55-year-old Wu Shaohua smiled at the camera. She had never imagined 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 lets tourists 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 go through the entire process — from styling and filming to post-production — and walk away with a one- or two-minute clip in which they are the hero of their own story.
The idea took off in 2022, when a homemade version of the hit TV drama Empresses in the Palace, acted by a group of middle-aged and elderly women, drew more than 1 million views within 15 minutes of going online. Today, senior tourists have become one of the program's key participants.
"This is not an isolated phenomenon limited to one film base," said Zhang Yi, CEO of market research firm iiMedia. Production bases across China, he said, have shifted from "serving only professional crews" to "serving ordinary people" just as older consumers increasingly seek out experiences that offer enjoyment, self-expression and social connection.
From outsiders to insiders
Hengdian microfilm project director Zhang Jinquan said that during this year's summer season, his team has received dozens of visitors a day, sometimes more than 100 at peak times, and elderly visitors make up a large share. The team offers a full range of services, including costume design, script selection and acting guidance.
For Wu's daughter, 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," she said. "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 turning 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 life.
Elderly participants often choose historical costume scripts, Zhang Jinquan said, and many show unexpected talent after a little coaching. "With the rise of micro dramas and AI-generated short dramas, filmmaking is no longer something distant and unreachable. Ordinary people can also take part."
Middle-aged and elderly tourists tend to care about cultural depth, a sense of ceremony and nostalgia, another representative from the studios said. They are especially drawn to fulfilling long-held dreams, creating meaningful memories and sharing them with others.
The trend also reflects a broader change in how older people spend. Senior consumption was once centered on tourism, healthcare products and daily necessities, Zhang Yi said. Now more elderly consumers are willing to pay for hobbies, emotional value and meaningful experiences.
New stage
Beyond acting, other experiences are gaining popularity among older generations, including ancient-Chinese-style photography, study tours and cultural workshops.
In June, 150 elderly participants traveled to the Ancient City of Ping Yao in North China's Shanxi Province for a cultural study program. Instead of simply visiting historical sites, they recited poetry in ancient streets, studied local merchant culture at exhibition halls and created their own works under the eye of professional art instructors.
Senior tourism, Zhang Yi said, is evolving from simple sightseeing into a combination of learning, participation and personal expression. For businesses, the next challenge is how to better understand the emotional and social needs of older consumers.
The future of the silver economy, he added, 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.