Pan Huili and fellow fans of singer Zhang Yuan gather in Changsha, Hunan province, where they share the joy of music at his concert in November 2023. [Photo provided to China Daily]
China's middle-aged music lovers changing the way interest in their idols is expressed.
In recent years, 30 to 50-somethings in China have been reshaping the nature of fandom, seeking inspiration and emotional fulfillment through music and entertainment, and challenging existing Chinese stereotypes associated with age and celebrity culture.
According to market research from Equal Ocean, an international information service provider and investment research firm, the national fan economy was expected to reach 6.4 trillion yuan ($903.8 billion) in 2023, up from 4.9 trillion yuan in 2021 and middle-aged fans account for 23 percent of spending on idol merchandise.
"Middle-aged fans are no longer sidelined, as they contribute a substantial share to the fan economy, and their spending habits are reshaping the market, creating a more diverse fan base," says Yu Hai, a sociology professor at Fudan University, adding that by embracing idols, these fans are breaking free from the confines of traditional expectations of age, creating a new space for self-expression.
Pan Huili, a fashion boutique owner from Liuzhou in the Guangxi Zhuang autonomous region, never expected to become a dedicated fan at the age of 38. However, in 2022, Zhang Yuan's emotional song Lifetime struck a chord.
"I stumbled upon a variety show featuring Zhang Yuan, and his lyrics and voice moved me deeply. I became a fan overnight," Pan says.
What began as love for Zhang's music evolved into admiration for his resilience. The 39-year-old singer first rose to fame in 2007 on the singing competition Super Boy, and later led a popular boy band, before returning as a newcomer on a 2019 idol show and regaining his popularity in 2022.Throughout his 17-year career, Zhang has faced many highs and lows but has always remained dedicated to his dream of being a singer, a sense of perseverance that deeply resonates with Pan.
Pan (second from right) poses with other fans. She says being a fan allows her to connect with others who share her enthusiasm for the star. [Photo provided to China Daily]
Over the last two years, she has been to seven of his concerts and 10 variety show tapings, traveling to 12 cities around the country in between business trips.
The China Association of Performing Arts reported a staggering 251,700 commercial performances in the first half of 2024, a 30.19 percent year-on-year increase. Ticket sales reached 19 billion yuan, a rise of 13.24 percent compared to the previous year, with 79.1 million people attending.
Pan's most memorable experience was traveling by herself to Xi'an in Shaanxi province to attend one of Zhang's live tours.
"It was my first time in Xi'an and my first small venue concert. His stage presence and connection with the fans created an atmosphere full of life and energy, and it is one of the most unforgettable memories of my life," she says.
For Pan, being a fan is about more than her admiration for the singer; it's a way to reignite her passion for life. She finds immense joy in connecting with others who share her enthusiasm for Zhang, and the resulting sense of community enhances her experience.
"We connect over our shared passion, travel to concerts together, and express our emotions as one. This has given me many good friends, and brought me deeper emotional resonance," she says.
While Pan's journey as a fan is relatively recent, some have been finding solace and joy in following their idols for decades. Among them is Zhou Lina, a 40-year-old company employee from Shanghai, who has been a devoted follower of Hong Kong singer Gigi Leung since 1997.
A renowned figure on the Cantopop scene since the late 1990s, Leung has captivated audiences with her emotive ballads and versatility. Known for prioritizing personal fulfillment over commercial success, the singer's authentic approach to her career resonates deeply with fans like Zhou.
"She represents my youth. When I listen to her music now, my younger days come back to me in an instant," Zhou says.
This sentiment echoes the experiences of many middle-aged fans, who also find a connection to their past through their idols.
Zhou Lina and other like-minded fans in Macao for Gigi Leung's birthday concert in March. [Photo provided to China Daily]
Zhou's journey into fandom began in 1997 with Leung's first Mandarin-language album, Short Hair, but what began as a youthful passion for collecting albums and posters has gradually evolved over the years. As Zhou herself matured, so too has her approach to fandom, which now includes attending concerts and being part of fan communities. In 2016, she attended her first Gigi Leung concert, and describes it as an unforgettable experience.
Compared to younger fans who might express themselves more intensely and might spend hours waiting at airports, or follow their idols' every move, middle-aged fans like Pan and Zhou adopt a more balanced perspective. "Being a fan in my late 30s gives me a different perspective. I'm more relaxed, less obsessive, as it's about finding joy and inspiration at any stage of life. I focus on enjoying the music and the live experience," Pan says.
"Although nothing else makes me as happy as going to one of Gigi's concerts, as a mother of a 6-year-old boy, I have to plan my schedule around my family and work," Zhou adds, emphasizing the need to take a balanced approach to fandom.
Leung's career, which is marked by her exploration of themes like love and resilience, mirrors the experiences of longtime fans. Her dedication to philanthropy and personal growth also resonates deeply with mature audiences in search of authenticity. For Zhou, Leung embodies an ideal.
"She's the perfect version of what I aspire to be — successful in her career, happy with her family, always improving. I admire how she stays true to herself, and watching her evolve makes me want to keep pursuing my own personal growth," she says.
For Zhou, the impact of fandom extends well beyond simple entertainment. Leung's music has been a deep source of emotional comfort during difficult moments in her life.
"Whenever I'm feeling down or overwhelmed, I turn to her songs for strength, and they have seen me through many personal challenges," says Zhou. "It isn't just about admiring her as an artist; it is about finding solace in her songs, which provide me with emotional support."
A 2018 survey produced by Rong360, a mobile financing platform, and Tencent Finance titled "How Many Fans Are Willing to Spend Money on Their Idols?" revealed that middle-aged fans in China spend significantly more on their idols than their younger counterparts.
For those born in the 1980s, spending increases with age. The ratio of fans born in the 1970s likely to spend over 5,000 yuan per month is larger than any other age group. Over 20 percent spend more than 1,000 yuan a month.
This trend underscores both a growing acceptance of fandom and the fact that age does not diminish a fan's passion for a celebrity. Instead, it often amplifies the emotional connection and their willingness to invest in experiences.
At 52, Ren Shan, who comes from Qingdao in Shandong province, exemplifies this shift in perspective, demonstrating that fandom can flourish at any stage of life. Her surprising choice of idol — 27-year-old multitalented star, Wang Yibo — contrasts starkly with her stage of life.
A rising star from the boy band UNIQ, Wang has become a prominent figure in the Chinese entertainment industry. He effortlessly switches between being singer, actor, and dancer and his breakout role in the TV drama The Untamed not only demonstrated his acting skills, but also a charisma that appeals to fans of all ages.
Ren knows that she doesn't have the time and passion of younger fans to travel to events to see their idol in person. Instead, her support is more measured, and she buys products he endorses, like sunscreen and coffee, but doesn't take part in fan events.
Her admiration began in 2019 with The Untamed, leading to what she describes as a "crazy" six-month period of binge-watching the series, and changing all her cellphone wallpapers to photos of Wang.
However, it's not the star's dance moves or his on-screen charisma that captivates her. "It's his core qualities that attract me: He is simple, pure, clean, and persistent."
Ren's perspective offers a unique insight into the world of middle-aged fandom.
"Fandom has nothing to do with age, only with the soul. Interesting souls are one in a million, and the law of attraction brings similar souls together," she says.
Sometimes, it can also bring mothers and their children together.
With her teenage daughter by her side, Pan appreciates the significance of being a fan, which for her involves more than enjoying the music, but represents a sense of belonging, emotional support, and a way to connect with other people, including her daughter. She encourages her daughter to pursue her own idols. Their mutual support not only strengthens their relationship, but also fosters a deeper understanding of each other's passions and dreams in the vibrant world of fandom.
"We are more like sisters — she has her rock stars, and I have Zhang Yuan. It's our way of bonding," says Pan.
