Why Chinese youth are turning to an 84-year-old Cambridge professor for support

An 84-year-old Cambridge University professor has become a surprising sensation among young Chinese internet users, offering thoughtful insights into modern life through a series of engaging social media posts. Alan Macfarlane, a British anthropologist and historian, has gained over 2.4 million followers on the Chinese platform RedNote within just one year, with many of his videos amassing millions of views. His content, which includes intimate Q&A sessions addressing topics such as friendship, anxiety, AI, and cultural understanding, resonates deeply with a generation navigating the pressures of a fast-paced, high-stakes society. Macfarlane's appeal stems from his approachable demeanor and ability to communicate complex ideas in simple terms. In his videos, he often begins with a friendly greeting in Mandarin, “ni hao”, before diving into discussions that reflect both personal experience and academic expertise. His warm, conversational style has earned him affectionate nicknames among his followers, including “Grandpa Cute” and “Dumbledore,” a nod to the beloved Harry Potter character. This unique blend of intellectual depth and relatability has helped bridge generational and cultural gaps, allowing him to connect with younger audiences who might otherwise feel disconnected from traditional academic discourse. The professor’s presence on multiple platforms, including Douyin, China’s equivalent of TikTok, and Bilibili, has further expanded his reach. On Douyin alone, he has accumulated approximately 170,000 followers, while Bilibili hosts around 540,000. These numbers underscore the growing influence of older academics in digital spaces, particularly among younger generations seeking guidance on emotional well-being and societal challenges. Macfarlane’s content frequently addresses issues such as loneliness, the impact of technology on human connection, and the search for meaning in an increasingly competitive world. His rise to prominence coincides with broader trends in Chinese social media, where platforms like RedNote and Bilibili serve as hubs for both entertainment and self-improvement. Young users, especially those in their teens and early twenties, often turn to these platforms for advice on everything from career planning to mental health. Macfarlane’s ability to address these concerns with empathy and clarity has positioned him as a trusted figure in this space. His videos often feature real-time interactions with viewers, fostering a sense of community and shared experience. While some observers attribute his popularity to the universal themes he explores, such as the struggle to form meaningful connections in a digitally saturated world, others suggest that his age and academic background add a layer of authenticity that appeals to younger audiences. The contrast between his advanced years and the youthful energy of his followers creates a dynamic that feels both nostalgic and forward-looking. This duality seems to strike a chord with many, particularly in a country where rapid technological advancement sometimes leaves individuals feeling isolated or overwhelmed. As Macfarlane continues to engage with his audience, his role as a mentor and thought leader appears to be evolving. He has hinted at future projects aimed at deepening the dialogue between different cultures and generations, potentially expanding his work beyond the confines of social media. With his current level of engagement, it is clear that his influence extends far beyond academia, positioning him as a unique voice in the ever-changing landscape of online communication.