Xiaohongshu launches 'Old Red Book' magazine for seniors who've gone viral

Xiaohongshu just did something unexpectedly brilliant — they launched a physical magazine called "Old Red Book" (老红书 Beyond the Years) dedicated entirely to their 60+ creators. And honestly? It's kind of genius. 📖

The nearly 200-page magazine features seven themed sections showcasing what they call "old sweet potatoes" (老红薯) — elderly users who've been absolutely crushing it on the platform. We're talking about grandparents doing powerlifting workouts, chasing anime trends, creating embroidery content, and getting caught on camera shouting "the plane is coming!" at airports.

The numbers behind this are wild: since 2022, Xiaohongshu's 60+ active creators have grown nearly 10x, with their posts increasing over 5x by the end of 2025. These aren't just lurkers — they're full-on content machines talking about everything from weather updates to workout routines.

What makes this magazine special isn't just the content, though. Xiaohongshu is placing physical copies in 16 cities across China, but here's the twist — some reading spots are actually businesses run by the elderly creators featured in the magazine. Think dumpling shops, flower stores, hair salons, and coffee cafes owned by these same "old potatoes," plus public spaces like bookstores and community centers.

This isn't Xiaohongshu's first rodeo with senior-friendly features either. Since 2024, they've rolled out large-font user manuals, supersized text options, voice input, and even handed out cameras and VR headsets to elderly users to document their lives.

The magazine transforms individual aging stories into a broader social conversation about "how to age well," moving the discussion from digital feeds to coffee shop tables. It's giving these creators the print recognition they deserve while proving that going viral doesn't have an expiration date. 👵✨