The Art of Brand Storytelling in Chinese Lingerie

In the ever-evolving world of fashion, Chinese lingerie brands are no longer just about lace and silk—they're weaving emotion, culture, and identity into every stitch. Welcome to the new era of brand storytelling, where intimate apparel becomes a canvas for personal expression and cultural pride.

Gone are the days when lingerie was purely functional or overtly sensual. Today’s Chinese consumers—especially Gen Z and millennial women—want more than just a perfect fit. They crave meaning. They want to know: Who made this? Why? And how does it reflect me?

Take NEIWAI (内外), one of China’s most successful homegrown lingerie labels. Their slogan, “No Body is Nobody,” isn’t just clever marketing—it’s a movement. By championing body positivity and gender inclusivity, NEIWAI turned a simple bra into a symbol of self-acceptance. In 2023, they reported a 38% year-on-year revenue increase, proving that emotional resonance sells.

Then there’s Ubras, which disrupted the market with its zero-wire designs and empowering campaigns like #NoLimit. Their 2022 ad featuring real women—stretch marks, scars, and all—went viral on Douyin, racking up over 45 million views. Authenticity? That’s their secret sauce.

Why Storytelling Works in China’s Lingerie Market

The answer lies in shifting values. A 2023 McKinsey report found that 67% of Chinese female consumers prioritize brand purpose over price when choosing lingerie. It’s not enough to be pretty; you must stand for something.

Here’s a snapshot of key players reshaping the narrative:

What ties them together? A deep understanding of local culture fused with global sensibilities. While Western brands often push individualism, Chinese storytelling leans into harmony, balance, and collective identity—rooted in philosophies like yin-yang and Confucian ideals of inner beauty.

But it’s not just about messaging. The visual language matters too. From packaging inspired by traditional ink painting to WeChat mini-program stories that unfold like digital novels, these brands turn shopping into an emotional journey.

And let’s talk data: According to iiMedia Research, China’s lingerie market hit ¥152 billion ($21 billion USD) in 2023, with domestic brands capturing nearly 45% of sales—a sharp rise from just 28% five years ago. Story-driven brands are leading this charge.

So what’s next? Expect more immersive experiences—AR try-ons with voice-narrated brand origins, limited editions tied to lunar festivals, and collaborations with female artists telling intimate stories through design.

In the end, the best lingerie doesn’t just fit the body—it speaks to the soul. And in China, that story is finally being told with courage, creativity, and a whole lot of heart.