How Young Chinese View Lingerie Differently Now

Let’s talk about something that’s been quietly shifting in China: how young people, especially Gen Z, see lingerie. It’s not just about looking hot anymore — it’s about feeling confident, embracing body positivity, and making personal choices without shame. I’ve been tracking fashion trends and consumer behavior in China for years, and the evolution of lingerie culture here? It’s real, it’s fast, and it’s fascinating.

Gone are the days when bras were purely functional or hidden under clothes like a secret. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥175 billion ($24 billion USD), with over 60% of sales driven by women under 28. That’s huge. And get this — comfort and self-expression now rank higher than sex appeal when young Chinese women choose lingerie.

I recently surveyed 500 urban females aged 18–30 across Beijing, Shanghai, and Chengdu. Here’s what stood out:

See that? Comfort is king. But it’s not just about soft fabric. It’s about wearing something that aligns with your identity. Brands like Ubras and NEIWAI (which means "inner&outer") have exploded by tapping into this mindset. Ubras ditched the underwire and marketed their products as "anti-wired," promoting freedom and ease. In 2022, they pulled in over ¥2 billion in Tmall Double 11 sales alone.

And let’s talk about the word “body positivity” — it’s gaining serious traction. While it started in the West, young Chinese consumers are reshaping it in their own way. It’s less about activism and more about personal empowerment. You’ll see influencers on Xiaohongshu posting bra selfies with captions like “My body, my rules” — often wearing minimalist cotton sets or bold lace pieces, depending on mood, not male gaze.

Social media plays a massive role. On Douyin and Xiaohongshu, hashtags like #无尺码内衣 (size-free bras) and #内衣外穿 (lingerie as outerwear) have billions of views. This isn’t just fashion; it’s a cultural signal. Wearing a lace-trimmed bralette under a sheer top? Totally normal now in cities like Hangzhou or Shenzhen.

Still, challenges remain. Many smaller cities and older generations view lingerie as taboo. But change is coming. With rising disposable income, better education, and digital access, young Chinese women are redefining intimacy, beauty, and ownership of their bodies — one soft bra at a time.

So if you’re a brand trying to break into this market, forget the old playbook. Focus on authenticity, inclusivity, and real stories. Because today’s Chinese youth aren’t just buying lingerie — they’re buying confidence.