Unveiling the Story Behind China's Top Lingerie Name

When it comes to lingerie in China, one name stands out from the crowd — NEIWAI. Forget the frilly, overly sexualized bras of the past; NEIWAI is rewriting the rules with a philosophy that’s equal parts comfort, confidence, and cultural authenticity. But how did this homegrown brand rise to dominate China’s intimate apparel market? Let’s peel back the layers.

The Rise of NEIWAI: More Than Just Underwear

Founded in 2012 by Eileen Jiang, NEIWAI (meaning 'inner & outer' in Chinese) began with a simple mission: comfort without compromise. At a time when global giants like Victoria’s Secret were pushing padded push-ups and seductive marketing, NEIWAI dared to go minimalist. Think seamless cotton, muted tones, and designs inspired by Eastern aesthetics.

The brand struck a nerve with modern Chinese women who were tired of uncomfortable bras and unrealistic beauty standards. By 2023, NEIWAI had captured over 15% of China’s premium lingerie market, according to Euromonitor International. Not bad for a brand that started online with just five bra styles.

Why NEIWAI Works: Data That Speaks Volumes

It’s not just hype — NEIWAI’s success is backed by smart strategy and consumer insight. Check out this snapshot of their growth:

Notice the trend? As revenue nearly quadrupled, NEIWAI shifted from pure e-commerce to a blended offline-online model. Their flagship stores in Shanghai and Beijing aren’t just shops — they’re experience zones with yoga classes and body positivity workshops.

Cultural Intelligence: The Secret Sauce

While Western brands pushed ‘sex sells,’ NEIWAI embraced ‘self-love sells.’ Their campaigns feature real women — no retouching, no heels, just authenticity. One viral campaign, #NoBodyIsNobody, celebrated diverse body types and racked up over 500 million views on social media.

This resonates deeply in a market where 68% of Chinese women now prioritize comfort over appearance when buying bras (McKinsey, 2022). NEIWAI didn’t just follow the trend — they led it.

What’s Next? Going Global, Staying Grounded

In 2023, NEIWAI launched in Japan and South Korea, tailoring fits for Asian body types — something global brands often overlook. They’re also expanding into loungewear and activewear, building a lifestyle ecosystem around mindful living.

Yet, founder Eileen Jiang remains grounded: “We’re not just selling bras. We’re selling permission — to be comfortable, to be seen, to be yourself.”

The Takeaway: A New Kind of Intimacy

NEIWAI’s story isn’t just about fashion — it’s about cultural redefinition. In a world obsessed with external validation, they’ve made inner peace stylish. And that’s a revolution you can wear every day.