Redefining life after 50

At a DJ party in Shanghai, a group of people danced to the infectious beat of APT., a K-pop hit popular among young people worldwide. But these dancers weren't typical partygoers — they were all over 50.

The event was organized by Just Begin Life Club, a community that helps retirees expand their social circles, embrace new experiences, and transition smoothly into the next phase of their lives.

Founded in 2023 and based in Shanghai, the club primarily serves people over 50. Interestingly, it is run by two young entrepreneurs, Huang Jiayi and Lu Min, born in the 1990s and 1980s, respectively.

"Last year marked the rise of the 'silver economy', with many new business models emerging," Huang explained. "But Just Begin Life is Shanghai's first club-style service for seniors."

The "silver economy" refers to economic activities catering to the needs of the elderly, including products and services designed for their lifestyles.

Before launching the club, Huang and Lu conducted extensive research. They found that while many products for seniors focus on health, there is a noticeable gap in services that support the mental and emotional well-being of active retirees in their 50s and 60s — many of whom remain physically and mentally sharp.

Just Begin Life aims to bridge that gap. The club's activities go beyond the typical low-energy options often associated with older adults. Instead, they offer engaging and dynamic experiences like jazz dance, English conversation meet-ups, DJ parties, frisbee, rock climbing, and role-playing games like Langrensha (Werewolf).

Activity costs range from a few dozen yuan to 200 yuan ($27.42), depending on factors such as venue and instructor fees.

Before each session, the club adjusts activities to make sure they are "age-friendly", tailoring the difficulty to better suit its members. As they progress at a similar pace, participants gain confidence from learning new things together.

In addition to hosting events, the club also encourages its members to take the lead — whether by organizing activities they're passionate about or suggesting new ideas to explore.

"We're a co-creative club, and we welcome all members to share their ideas," Huang said. She was especially surprised when the now-regular DJ parties were first proposed, not by her or Lu, but by the retirees themselves.

This is why Huang and Lu don't see these retirees as "elderly".Instead, they view them as individuals eager to connect with like-minded friends and explore new interests.