ABOUT

Chiru is a travel platform designed for Chinese women over 50, offering all-inclusive trips that go beyond sightseeing to foster real connections and cultural immersion. Each journey is curated to be joyful, safe, and effortless—from stylish accommodations and private transport to local experiences hosted by women-friendly businesses. Whether it’s sipping tea in Yunnan or joining a pottery workshop in Chengdu, Chiru empowers women to explore new places, make meaningful friendships, and embrace life beyond traditional roles—one beautiful adventure at a time.

ORIGIN

Name

The name Chiru originates from the Tibetan antelope, a graceful and resilient animal native to the high-altitude plains of the Tibetan Plateau. Known for surviving in one of the harshest environments on Earth, the chiru symbolizes endurance, adaptability, and quiet strength. These qualities come together to form a name that is both poetic and powerful.

Chiru, as a travel platform designed for women over 50 in China, embraces the symbolic meaning of its name wholeheartedly. Like the Tibetan antelope, our users are entering a new season of life with grace and determination — ready to explore, connect, and thrive beyond the boundaries of traditional roles. The resilience of the chiru mirrors the inner strength of these women, while its migratory nature reflects the journeys, both literal and emotional, that Chiru inspires.

DESIGN

Logo System

The Chiru logo features a custom serif wordmark with a variable “i” — its dot transforms across contexts to reflect Chiru’s all-inclusive nature and the dynamic experiences it offers. Sometimes it's a location pin, other times a leaf, paw, or person, symbolizing the diversity of activities and human warmth Chiru brings to every journey. This flexible identity system reflects the brand’s spirit of exploration, friendliness, and personal connection.

Color Palette

Chiru’s visual identity is anchored in a bold and optimistic yellow (#FEDC00) — a color that conveys energy, warmth, and a sense of adventure. It is paired with black and white as supporting tones to enhance legibility and create strong contrast.
This three-color system is consistent, highly adaptable across formats, and allows photography and graphic elements to shine equally.

Visual Style

Chiru’s key visual approach is the fusion of geometry and photography. Using the five letters in "Chiru" as scalable frame masks, each visual becomes a symbolic window that captures moments of travel — like looking through a viewfinder. These frames adapt responsively to different formats, from posters to billboards, and always maintain a sense of direction and openness.
Inside these masks, rich travel imagery is paired with human touches like hand-drawn marks, coordinates, or site stamps, echoing the feel of a travel journal. This makes every visual both informative and emotionally resonant.

Graphic Elements & Signage System

Chiru also introduces a playful on-site signage system designed for photo spots and landmark directions. Using rough-edged icons, arrows, and elevation markers, these graphics communicate distance and orientation in a way that’s both functional and charming — perfect for Chiru partner locations.
This system is designed to feel tactile and handmade, enhancing the emotional connection between travelers and place.

PRODUCT

What’s Included? Everything.

Chiru curates thoughtfully designed travel experiences tailored for women aged 50 and above who seek meaning, connection, and comfort. Each package includes seamless logistics—from high-quality transportation and charming accommodations to daily meals and site admissions—all arranged with care so guests can simply enjoy the journey.

Travelers can choose from a range of trip lengths and styles, including weekend getaways, 7-day regional immersions, and special 3- or 14-day themed experiences. Whether it’s sipping tea on a misty mountain farm, joining a local pottery workshop, or wandering through hidden alleys with a guide who feels more like a friend, each itinerary blends cultural discovery with genuine human interaction.

What sets Chiru apart is its focus on ease and emotional resonance. Group sizes are intimate. Hosts are warm and often women themselves. Experiences are crafted not for fast-paced sightseeing, but for lingering, bonding, and savoring. It’s not just about where you go—it’s about who you become along the way.

FUTURE

Opportunty

China’s mid-aged population is steadily growing — and with it, the demand for more meaningful, flexible, and community-based travel experiences. This demographic shift presents not just a cultural evolution, but a powerful business opportunity.

From a market perspective, the potential is enormous.
There are currently over 139 million women aged 50 to 70 in China.
Chiru is initially focused on a core group of 10–16 million urban, independent women who are embracing a new chapter of life — one defined by greater freedom, curiosity, and the financial ability to explore it fully.

Looking ahead, Chiru plans to scale both geographically and experientially.
Our future roadmap includes:

Expanding to new destinations across China, including lesser-known cultural hubs and nature retreats.
Launching a CHIRU membership program, offering exclusive packages, early access, and community perks.
Developing local experiences within users’ own cities, enabling them to build connections and discover new passions without traveling far — all driven by the community itself.

Bibliography

National Bureau of Statistics of China. China Statistical Yearbook 2023. China Statistics Press, 2023.

United Nations. "Population by Age, Sex and Urban/Rural Residence." UNdata, https://data.un.org/Data.aspx?d=POP&f=tableCode%3A22%3BcountryCode%3A156. Accessed 6 May 2025.

"China's Ageing Population." South China Morning Post, https://www.scmp.com/topics/chinas-ageing-population. Accessed 6 May 2025.

China Tourism Academy. Annual Report on China's Outbound Tourism Development 2022. China Tourism Press, 2023

Euromonitor International. "Travel in China." Euromonitor, 2023, https://www.euromonitor.com/travel-in-china/report. Accessed 6 May 2025.

"Female Travelers Seen as New Driving Force in Tourism Industry." China Daily, 22 Mar. 2024, https://www.chinadaily.com.cn/a/202403/22/WS65fcc4ffa31082fc043be0dd_2.html. Accessed 6 May 2025.