Love Sexuality and Lingerie Narratives in China

If you're diving into the world of lingerie in China, it’s not just about lace and sizes — it's about culture, intimacy, and a quiet revolution in love and sexuality. As someone who’s been analyzing consumer behavior in Asian markets for over a decade, I’ve seen how Chinese attitudes toward sensuality have shifted dramatically — and the lingerie industry is right at the heart of that change.

Gone are the days when underwear was purely functional. Today, love and sexuality in China are being redefined, especially among millennials and Gen Z. They’re more open, more informed, and frankly, more demanding when it comes to personal expression. This shift has lit a fire under the domestic lingerie market, which is now projected to hit $18.3 billion by 2027 (Statista, 2023).

Let’s break down what’s really going on — with real data, not just hype.

The Rise of Body Positivity & Self-Expression

One major driver? Body positivity. Unlike Western markets where this movement started earlier, China’s version blends self-love with subtle feminist undertones. Brands like NEIWAI (内外) and Ubras are leading the charge by ditching sexualized ads and focusing on comfort and authenticity.

Take NEIWAI, for example. In 2021, they launched their ‘No Body is Nobody’ campaign — a bold move in a society where discussing bodies openly was once taboo. The result? A 65% increase in year-on-year sales and a cult following among urban professionals.

Market Breakdown: Who’s Winning & Why?

Notice something? Homegrown brands dominate. Why? Because they understand that modern Chinese women aren’t buying lingerie for men — they’re buying it for themselves. That’s a fundamental shift in sexuality narratives in China.

Shopping Behavior: Online Rules

Over 80% of lingerie purchases happen online (iiMedia Research, 2023). But here’s the twist: privacy matters. Platforms like Xiaohongshu (Little Red Book) and Taobao Live are where discovery happens — through honest reviews, try-on hauls, and influencer storytelling.

Live commerce is especially powerful. One Ubras livestream in 2022 generated over $10 million in sales in under two hours — all by focusing on fit, fabric tech, and real-body representation.

What’s Next?

The future is inclusive, digital, and emotionally intelligent. We’re seeing more gender-neutral lines, post-surgery wear, and even AI-powered size recommenders. The message is clear: lingerie isn’t just intimate apparel — it’s a statement of identity.

So whether you're a brand trying to enter the market or just curious about how love, desire, and self-image are evolving in China, pay attention. This isn’t just a trend — it’s a transformation.