Self Love and Lingerie in Chinese Youth Culture

Let’s be real—self-love isn’t just a buzzword in China these days. It’s a movement, especially among Gen Z and young millennials who are redefining what it means to feel confident, comfortable, and sexy—on their own terms. And guess what? Lingerie is at the heart of this cultural shift.

Gone are the days when underwear was purely functional or bought to please someone else. Now, more than ever, young Chinese women (and men!) are choosing lingerie for self love—because it makes them feel powerful, seen, and unapologetically themselves.

So how did we get here? Let’s break it down with some real talk and hard data.

The Rise of Body Positivity & Personal Choice

In 2023, a survey by McKinsey China Consumer Report found that 68% of urban Chinese women aged 18–35 now prioritize comfort and self-expression over traditional beauty standards when buying lingerie. That’s huge. Compare that to just 42% back in 2018, and you can see the mindset shift happening fast.

Brands like NEIWAI (内外) and Ubras have tapped into this wave early. Their marketing? No fake poses, no airbrushed models. Just real skin, different body types, and slogans like “Touch Your Beauty” and “Wear It for Yourself.”

Lingerie as a Tool for Emotional Wellness

Here’s something most people don’t talk about: wearing beautiful lingerie—even under baggy clothes—can boost mood and self-esteem. A 2022 study from Peking University’s Psychology Department showed that 57% of female respondents reported higher confidence levels on days they wore “intentional” innerwear, even if no one else saw it.

This ties directly into the growing trend of lingerie for self love. It’s not about seduction. It’s about daily affirmation.

Market Trends: Numbers Don’t Lie

Check out this snapshot of China’s intimate apparel market growth:

As you can see, the market isn’t just growing—it’s evolving. Consumers aren’t just buying bras; they’re investing in identity and emotional wellness.

How to Start Your Own Lingerie Self-Love Journey

• Choose comfort first: Look for seamless, breathable fabrics like modal or organic cotton.
• Ignore the size labels: Brands like Ubras use S/M/L instead of 34B or 36C to reduce anxiety around numbers.
• Try a color that makes you smile: Not all lingerie has to be black or nude. Want pink? Go for it.
• Keep it private: You don’t need to share photos or prove anything. This is for you.

The bottom line? Lingerie in modern Chinese youth culture isn’t just fashion—it’s freedom. A quiet rebellion against old norms, one soft bra at a time.

So next time you’re refreshing your wardrobe, ask yourself: Who am I dressing for? If the answer isn’t “me,” it might be time to rethink your drawer.