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ShanghaiMay 27, 2026 /PRNewswire/ — On a Tuesday afternoon, accompanied by the brisk “click-clack” of sewing machines in a classroom at the Changning District Citizen Learning Center in Shanghai, Brother’s first exclusive sewing and handicraft course for the new silver generation officially began.
Currently, China’s population aging process is accelerating, and the silver economy has become a new driving force for high-quality economic and social development. At the same time, the consumption needs of the silver generation are shifting from basic elderly care to quality retirement. According to the “Current Status and Trends of Silver Consumption” released by the China National Committee on Aging, although the consumption demands of the silver generation in areas such as cultural, sports, entertainment, education, and training are currently in the second and third tiers, the potential demand is enormous, urgently requiring high-quality supply to fill the gap. Based on calculations from the “China Silver Economy Development Report (2025),” using 2020 as the base year and against the backdrop of rapid per capita consumption growth, the scale of the silver economy is projected to reach 21.7 trillion yuan by 2035, accounting for approximately 10.9% of GDP; by 2050, this figure could further expand to 63.5 trillion yuan. Brother has precisely captured this market demand, leveraging its century-old brand heritage to create sewing and handicraft courses tailored to the characteristics of the new silver generation. This move not only seizes the opportunities presented by the silver economy but also precisely responds to the spiritual needs of this demographic.
As a renowned brand deeply rooted in the sewing machine industry for over a century, Brother has adhered to the spirit of “At your side.” since its founding in 1908, prioritizing customer satisfaction. The company operates five major business areas globally, including home appliances, printing and solutions, among which home sewing machines and embroidery machines are favored by consumers worldwide for their ease of operation, safety, and reliability. The launch of these new silver sewing and handicraft courses is a significant step for Brother to combine its product features, cross-sector into the silver economy, and fulfill its corporate social responsibility.
This series of courses is built on the core concept of “Smart Stitching, Skillful Sewing for a New Life,” closely aligning with the learning characteristics of the new silver generation. Focusing on practicality and fun, it establishes a progressive curriculum system. The courses cover three main modules: Introduction to Fabric Crafts, Garment Tailoring, and Patchwork Handicrafts. The introductory course consists of 32 class hours, starting with basic sewing machine operations and gradually guiding students to create practical fabric items such as coasters, shoulder bags, and phone pouches. Each class yields clear results, helping students quickly build learning confidence. The advanced courses, each also 32 class hours, cover garment tailoring and patchwork handicrafts, catering to students with different skill levels and helping them transition from “knowing how to sew” to “mastering handicrafts,” enriching their spiritual lives through creation and reshaping their sense of self-worth.
A progressive curriculum system focusing on practicality and fun
To ensure a positive learning experience, the course design carefully considers the characteristics of the new silver generation, incorporating a range of Brother sewing equipment suitable for this demographic. The electronic sewing machine A16 is easy to operate, featuring an automatic threader function that saves time and reduces eye strain. The computerized embroidery and sewing machines F580 and NV2700 offer large embroidery areas and color touch screens for more convenient operation, while also being compatible with the “Chuangxiangxiu” mobile app to make creation more enjoyable. Additionally, the courses are equipped with professional instructors who provide on-site teaching and preparatory material kits. Each class also includes video tutorials for review and consolidation after class. Students do not need to bring any tools or materials, significantly lowering the barrier to participation.
Brother sewing equipment suitable for the new silver generation
The courses also emphasize the creation of social scenarios. By setting up work display corners and organizing end-of-course exhibitions, students can make new friends through learning and interaction, transitioning from former colleagues to classmates, thereby enriching the social dimensions of their retirement lives. At the same time, sewing creation becomes a new bond for family emotions, allowing students to concretize their care for family members through the process of making fabric items, achieving “happiness and fulfillment in old age.” It is worth noting that Brother also offers diversified cooperation models, including equipment procurement, flexible leasing, and customized courses. These can be tailored to the needs of institutions such as senior universities and community elderly care service centers, providing exclusive course solutions to facilitate the large-scale implementation of new silver empowerment courses.
Teaching scene at the Citizen Learning Center
A Brother spokesperson stated that the launch of these new silver sewing and handicraft courses is not only an important attempt for the brand to expand into the silver economy but also a practice of the “active aging” concept. In the future, Brother will continue to leverage its technological advantages and brand strength to continuously optimize course content and improve service systems, launching more products and services tailored to the needs of the new silver generation. By deeply integrating modern technology with traditional handicrafts, Brother aims to ensure that every silver student can find joy and realize their self-worth through sewing creation, injecting new vitality into the high-quality development of the silver economy.