Redefining Intimacy: The Cultural Evolution of Lingerie in Modern China

Once tucked away in hushed whispers and hidden drawers, lingerie in China has burst into the open—bold, beautiful, and unapologetically personal. No longer just functional garments, modern lingerie in China has become a symbol of self-expression, confidence, and shifting cultural norms. From conservative cotton two-pieces to lace bodysuits and luxury brands like NEIWAI and Ubras leading the charge, the intimate apparel market is undergoing a revolution—one that blends tradition with bold new attitudes.

So, what’s driving this transformation? Let’s dive into the numbers, trends, and social shifts redefining intimacy in today’s China.

The Rise of the Chinese Lingerie Market

China’s lingerie industry was valued at over $15 billion in 2023, with an annual growth rate hovering around 9.4% (Statista, 2023). Unlike Western markets dominated by Victoria’s Secret for decades, China’s scene is being reshaped by homegrown brands that prioritize comfort, inclusivity, and body positivity.

Take Ubras, for example. Founded in 2016, it skyrocketed to fame with its ‘no-wire’ bras, leveraging e-commerce platforms like Tmall and Douyin. In 2022, Ubras hit ¥1.5 billion in sales during Singles’ Day alone. That’s not just retail success—it’s a cultural moment.

Changing Attitudes, One Bra at a Time

Older generations often saw lingerie as purely utilitarian—something practical, rarely sexy. But younger Chinese women, especially Gen Z, are reclaiming intimacy as personal empowerment. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 now view lingerie as a form of self-care, not just apparel.

Social media plays a huge role. KOLs (Key Opinion Leaders) on Xiaohongshu and Weibo normalize conversations about fit, comfort, and even sensuality. Hashtags like #MyLingerieStory and #ComfortOverWire have millions of views. This openness is dismantling taboos and inviting brands to innovate with purpose.

Market Breakdown: Key Players & Trends

Beyond aesthetics, innovation is in full swing—smart fabrics, seamless designs, and inclusive sizing. Here’s a snapshot of the current landscape:

These brands aren’t just selling bras—they’re selling narratives of autonomy and authenticity. And consumers are listening.

The Future is Inclusive & Digital

As virtual fitting rooms and AI size recommenders gain traction, the shopping experience is becoming smarter. Meanwhile, sustainability is rising in importance—NEIWAI launched a recycled fabric line in 2023, reducing water use by 40% per unit.

But beyond tech and textiles, the real story is cultural. The evolution of Chinese lingerie culture reflects a broader shift: women defining their own standards of beauty, comfort, and intimacy. It’s no longer about who’s watching—it’s about how you feel when you’re alone.

In a society where personal freedom is quietly expanding, lingerie has become a soft rebellion—a whisper of change stitched into silk and spandex.