Viral TikTok Initiative Revives Veteran Businesses and Ramat Gan Shops

A volunteer initiative launched by content creator Maayan Oron is revitalizing long-standing businesses across Israel through viral TikTok videos, bringing much-needed foot traffic and recognition to elderly shop owners.

At 80 years old, Rufina still commutes via six buses every morning to open her houseware and ceramics shop, Dani Ram, located on HaRo'eh Street in Ramat Gan. Despite operating for nearly 40 years, the store often faced empty shelves and days without a single customer, as Rufina insisted on working to maintain her daily routine and sense of purpose.

Everything changed when a friend of Rufina reached out to Oron, who visited the shop with her smartphone and published a video showcasing the elderly owner and her merchandise. The post quickly went viral, generating massive engagement and drawing a steady stream of visitors, particularly younger customers who discovered the shop for the first time.

"Before Maayan, almost no one came in or bought anything," Rufina said with emotion. "The boom that followed the video was something I never believed possible. It was a complete surprise, and seeing so many young people enter the shop brought me immense joy.

The remarkable success of the initial videos inspired Oron to expand the project into a comprehensive mentorship program. Young aspiring social media managers are now being paired with veteran business owners to run their digital platforms for a full year, allowing students to build their portfolios while providing vital promotional support to neighborhood institutions.

"The younger generation steps in to give back, while also gaining invaluable experience from the veteran pioneers who built this country," Oron explained, emphasizing that for many elderly owners, the shops represent dignity, community, and connection rather than just a livelihood.