Traditional Values vs Modern Lingerie in China

If you're curious about how China's intimate apparel market is evolving, buckle up—because tradition and trend are having a serious showdown. As a lifestyle blogger who’s been tracking fashion shifts across Asia for over a decade, I’ve seen lingerie go from a taboo topic to a symbol of self-expression. But here’s the twist: it’s not just about lace and silk—it’s about cultural identity.

China’s lingerie market was valued at $14.3 billion in 2023, with projections hitting $22.1 billion by 2028 (Statista). That explosive growth isn’t just from rising incomes—it’s fueled by changing attitudes, especially among urban millennials and Gen Z. Yet, traditional values still shape consumer behavior in surprising ways.

Let’s break it down. Older generations often view lingerie as purely functional—something hidden, modest, and practical. Think cotton bras in neutral tones. But younger Chinese women? They’re embracing bold colors, body-positive messaging, and styles inspired by global runways. Brands like NEIWAI (内外) and Ubras are leading this shift, blending comfort with aesthetics while challenging old norms.

Check out this snapshot of shifting preferences:

What’s fascinating is how brands navigate this divide. Take NEIWAI again—they launched their ‘No Body is Nobody’ campaign to promote body acceptance, resonating deeply with younger audiences. Meanwhile, they keep a separate line of plain, supportive bras for conservative buyers. Smart segmentation.

Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram), #LingerieTryOn has over 80 million views. But unlike Western platforms, nudity is strictly censored. So influencers get creative—showing off textures, fit, and packaging instead. It’s subtle, but effective.

Another key factor? E-commerce. Over 70% of lingerie purchases happen online (Alibaba Group Report, 2023). Why? Privacy. Buying underwear in-store can still feel awkward, especially outside major cities. Online shopping offers discretion—and access to international trends.

Still, challenges remain. Sustainability is gaining traction, but fast-fashion lingerie dominates. Only 12% of consumers say eco-materials influence their choice (McKinsey, 2022). And while inclusivity is growing, extended sizing is rare outside premium brands.

So where’s it all headed? The future lies in balancing heritage with modernity. Brands that respect tradition while empowering personal choice will win trust. Whether you’re a shopper or a seller, understanding this cultural tightrope is key.

In short: China’s lingerie revolution isn’t just about what’s under the clothes—it’s about what’s on people’s minds.