Public square dancing app gains popularity in China

"Dama," or middle-aged to elderly women who like to gather in public spaces to dance, are a familiar sight around China. It is estimated that there are about 100 million public square dancers in China, which is a huge potential market. Recently, an app called Tangdou Guangchangwu (Public Square Dancing) received $15 million for B-round financing.

The app provides video tutorials of square dancing for beginners, live streaming services and a communication platform, allowing the damas to coordinate locations and times. If a dancing group is small, the app can also invite interested parties nearby to join in.

A distinguising characteristic of damas is that they often control the budgets of their households. This means that they decide on purchases related to travel, leisure and more. For that reason, travel agencies and financial service providers are all potential partners for the app. A large market awaits anyone who can access the wallets of the dancing damas.

Although damas tend to be quite economical, they can also be generous in their habits. According to statistics from e-commerce giant Alibaba, damas spend a significant sum on dancing clothes, radios, teaching equipment and more. Indeed, a quick search for “public square dancing clothes” on Taobao, the largest e-commerce platform in China, reveals the vast potential of the new app.