Breaking Taboos Chinese Women and Lingerie Use

Let’s talk about something that’s been whispered about for too long — Chinese women and lingerie use. Gone are the days when underwear was just a functional piece hidden under clothes. Today, it's a statement, a form of self-expression, and yes — even empowerment. As someone who’s followed fashion trends across China for over a decade, I’ve seen a massive cultural shift. Let’s break down how modern Chinese women are redefining intimacy, comfort, and confidence — one bra at a time.

The Cultural Shift: From Modesty to Self-Expression

Just 20 years ago, lingerie in China was mostly about coverage and modesty. Think plain cotton bras in white or beige — nothing flashy. But fast forward to today? It’s a whole new world. According to a 2023 report by Euromonitor International, China’s lingerie market hit $18.7 billion, with an annual growth rate of 9.4%. That’s not just sales — that’s changing attitudes.

Why the surge? Younger generations, especially Gen Z and millennials, are rejecting outdated taboos. They’re influenced by global fashion, social media, and brands like Ubras and NEIWAI (内外) that champion body positivity and comfort. These brands aren’t just selling products — they’re selling a mindset.

Lingerie Preferences Among Chinese Women (2023 Survey Data)

Here’s a snapshot from a recent survey of 2,000 urban Chinese women aged 18–40:

Notice anything? Comfort is king. And get this — 74% prefer wireless bras. That’s huge. It shows a clear move away from the painful, restrictive designs of the past. Brands that ignore this are already behind.

Why Comfort Is King

If you're wondering why comfort dominates, think lifestyle. Urban Chinese women lead busy lives — working full-time, managing households, staying active on social media. They don’t have time for uncomfortable underwear. That’s where brands like NEIWAI stepped in early, promoting the “no wire, no push-up” trend with soft fabrics and minimalist designs. Their revenue grew by 40% in 2022 alone.

And let’s talk fit. Many Western brands still size poorly for Asian body types. That’s a major reason why local brands are winning. They design for smaller cup sizes and narrower frames — something global giants like Victoria’s Secret completely missed until it was too late.

The Role of E-Commerce and Social Media

You can’t discuss Chinese women and lingerie use without mentioning e-commerce. Platforms like Tmall and Xiaohongshu (Little Red Book) have become digital fitting rooms. Influencers post try-on hauls, review materials, and even discuss mental wellness tied to body image.

In fact, 67% of respondents said they were influenced by KOLs (Key Opinion Leaders) before purchasing lingerie. That’s the power of trust in digital communities.

What’s Next?

The future is inclusive, comfortable, and deeply personal. We’re seeing more adaptive lingerie for post-surgery wear, maternity, and even menopausal changes. Sustainability is also rising — 45% of consumers now care about eco-friendly materials.

The taboo? It’s breaking. And honestly, it’s about time.