TikTok Shop, e-sports and ruckathons: How companies are engaging seniors in active ageing

[SINGAPORE] TikTok Shop, e-sports and ruckathons are some of the innovative ways that organisations are engaging seniors to keep their bodies and minds active.

Singapore will become a super-aged society this year, as one in five will be aged 65 or above. Based on Singapore Department of Statistics data, the number of one-person households of those aged 65 and above have more than doubled – from 42,100 in 2014 to 87,200 in 2024. 

Therefore, companies and charities are stepping up to support seniors in active ageing, with many also targeting social isolation.

Here are some examples.

Engaging seniors through social activities, healthy habits

Xin Yuan Comcare: On Saturday (Jun 27), more than 300 seniors gathered in Toa Payoh for Xin Yuan Comcare’s inaugural National Bingo Day for Seniors 2026. 

Randy Ang, the charity’s president, noted that the “social element” was the main motivation behind the event – enabling seniors to socialise while playing bingo and winning prizes, such as groceries. This is particularly important for seniors who live alone, as socialising helps them to “age well”.

Hong Leong Foundation: It organises outings to the zoo and Universal Studios Singapore, as well as baking workshops, wellness exercise sessions and guided dance programmes.

Kingston Kwek, governor of Hong Leong Foundation, said: “Active ageing is critical to enhance (seniors’) overall well-being, ease pressure on healthcare and social systems, and strengthen our social resilience.”

The foundation partners organisations, such as Lions Befrienders and Touch Community Services, to deliver programmes related to lifelong learning and intergenerational engagement.

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“Our activities are designed to keep them physically active and socially connected,” he added. “The feedback has been very positive... Participation has also reduced feelings of loneliness and strengthened their confidence, leading to more fulfilling ageing experiences.”

Allium Care Suites: At this luxury nursing home in Singapore, activities revolve around social connection, active participation and shared interests.

Chalene Goh, principal occupational therapist at Allium Care Suites, said: “When older adults remain physically, cognitively and socially active, they will experience clear, measurable benefits, including greater independence, reduced functional decline and sustained quality of life.”

For example, it runs a fall prevention and balance programme; monthly “kopitiam” sessions to facilitate social engagement; and a weekly horticulture programme.

“People who engage in meaningful social activities tend to live longer, have a better mood, a stronger sense of purpose and improved cognitive function. Social connection is not just a quality-of-life add-on; it is essential to health.”

Engaging seniors through healthier lifestyle habits

HSBC: On Friday, HSBC Singapore announced a one-year partnership with RSVP Singapore to help seniors build financial literacy skills and scam awareness, learn about preventive health and undergo home improvement.

Genevieve Chua, chairperson of RSVP Singapore, said: “This integrated approach recognises that active ageing is multi-dimensional – encompassing digital confidence, enhancing financial literacy and awareness and social connectedness.”

The HSBC-RSVP Lit Up Initiative aims to help 250 beneficiaries across four community partners.

An HSBC spokesperson added: “Both organisations share a common belief that seniors should be empowered to age confidently, remain active in their communities, and have access to the knowledge, resources and support they need to navigate everyday challenges.”

Care Corner: In March, a record number of 550 seniors participated in a ruckathon, where they carried large backpacks weighing 5 kg and walked 5 km around the Gardens by the Bay. 

Organised by non-profit Care Corner Singapore, the ruckathon raised S$1 million for preventive programmes addressing poverty, frailty, social isolation and mental health.

Christian Chao, CEO of Care Corner Singapore, said: “The 550 seniors who rucked alongside some 1,700 corporate partners, volunteers and members of the public... are a symbolic and tangible example of how, as a community, we can lighten one another’s burdens.”

Many of the seniors had undergone strength training in preparation. One such senior was 80-year-old Lim Wah Hing, who said: “The ruckathon concept was new to me, but I wanted to challenge myself... I’ve been noticing signs of ageing such as reduced strength and endurance, so I chose to act before things deteriorate.”

Lim is a beneficiary of Care Corner’s Frailty Management Programme and attended training sessions every week. It is funded by energy utility company SP Group, and was launched in January with S$700,000.

Amelia Champion, head of communications at SP Group, said: “To enable seniors to remain independent and enjoy good quality of life, we work with community partners to identify practical, preventive health needs and provide solutions to address them.”

Engaging seniors through tech

OCBC: On Saturday, the bank announced that it partnered Lions Befrienders to contribute S$100,000 over two years to deliver 2,400 e-sports coaching sessions. 

Tan Teck Long, group CEO of OCBC, said: “The likes of Counter Strike 2 or Nintendo-based fitness titles blend gaming technology, physical activity, cognitive engagement and social interaction in one attractive package.”

The seniors will play a curated selection of Nintendo Switch and PC games. The inaugural cohort of 100 seniors will undergo training sessions over 12 weeks in the first year, and up to 40 per cent of them will return as peer mentors for the second cohort of 100 seniors in the second year. In November, Lions Befrienders will organise e-sports competitions.

Karen Wee, executive director of Lions Befrienders, said: “E-sports provides an incredible bridge – not only stimulating cognitive and physical health, but also reaching a younger, incoming segment of seniors who are tech-savvy and seeking purposeful engagement.”

Gex Academy: The company trains beneficiaries in becoming entrepreneurs through programmes related to TikTok marketing, entrepreneurship and e-commerce. More than half of its clientele are aged 40 and above. 

Dr Patrick Liew, founder of Gex Academy, noted that this demographic is “most likely” to encounter obstacles in the job market – such as disruptions from tech – as well as a “degree of biasness”.

“We teach financial literacy and entrepreneurial skills so that beneficiaries can be in a better financial position.”

They can join a weekly mentorship course to learn how to use artificial intelligence and digital tools to start a business, as well as fundamental skills such as setting up an online shop (such as TikTok Shop) and digital marketing.

Xiohoo: The social enterprise runs practical IT courses covering topics from smartphone usage to scam awareness to AI tools.

Adrian Teo, co-founder of Xiohoo, noted that many adults sign their senior parents up for courses to learn digital skills as well as build confidence. “Continuous learning and social interaction help keep the mind active.”

Teo added that attending Xiohoo’s courses has helped some seniors find part-time work. “As many jobs today require basic digital skills such as using smartphones, messaging apps or online systems, learning these skills helped some seniors feel more employable and independent.”