Modern Romance and the Role of Lingerie in China

Let’s be real—love in China today isn’t what it was 20 years ago. With rising urbanization, digital dating apps, and evolving gender roles, modern romance is getting a serious upgrade. But here’s a secret no one talks about: lingerie is quietly becoming a game-changer in intimate relationships across the country.

I’ve spent the last three years researching intimacy trends in urban China—from Shanghai to Chengdu—and one trend keeps popping up: women are buying more lingerie than ever, and not just for their partners. They’re doing it for themselves. And brands? They’re finally catching on.

Why Lingerie Matters in Modern Chinese Relationships

Gone are the days when underwear was purely functional. A 2023 Nielsen Consumer Report found that 68% of Chinese women aged 20–35 now view lingerie as a form of self-expression. That’s huge. Compare that to just 41% in 2018, and you’ve got a cultural shift on your hands.

But it’s not just about aesthetics. Confidence, body positivity, and emotional connection play big roles. In fact, a survey by Ele.me & Cosmopolitan China showed that couples who talk openly about intimacy report 32% higher relationship satisfaction. And guess what often kicks off those conversations? Yep—lingerie choices.

The Market Boom: Numbers Don’t Lie

China’s lingerie market hit $14.3 billion in 2023, growing at 9.4% annually (Statista). International players like Victoria’s Secret struggled initially—but local brands like NEIWAI (内外) and Ubras are killing it by focusing on comfort, inclusivity, and digital-first strategies.

Notice something? The top performers aren’t pushing sexy stereotypes. They’re selling comfort, confidence, and conversation. NEIWAI’s slogan? “Love Myself First.” Now that’s a mindset shift.

Cultural Shifts Fueling the Change

Young Chinese women are more financially independent than ever. In first-tier cities, over 60% of women contribute equally or more than their partners to household income (Pew Research). This economic power translates into personal choice—including what they wear underneath.

Also, social media plays a massive role. On Xiaohongshu (China’s Instagram), hashtags like #MyLingerieStory have over 80 million views. Real women—of all shapes, sizes, and ages—are sharing unfiltered photos and stories. It’s raw, it’s honest, and it’s reshaping beauty standards.

How to Choose Lingerie That Works—for You

If you’re new to this world, start simple. Forget push-ups and thongs unless you love them. Try seamless cotton bras or soft bralettes. Brands like Ubras offer size-inclusive lines with breathable fabrics perfect for China’s humid summers.

• Fit matters: 70% of women wear the wrong size (Chinese Medical Association). Get measured—or use online guides.
• Skin tone inclusivity: Local brands now offer shades from ivory to deep cocoa.
• Occasion-based picks: Lounge, work, date night—match your mood.

The Bottom Line

Lingerie in China isn’t just about looking good. It’s about feeling seen, respected, and empowered. Whether you’re single, dating, or in a long-term relationship, what you wear underneath can shape how you show up in love.

So go ahead—treat yourself. Because modern romance starts with self-love.