Intimacy and Identity in China's New Lingerie Movement

If you’ve been scrolling through Chinese social media lately, you might’ve noticed something shifting—lingerie isn’t just about seduction anymore. It’s becoming a statement. A form of self-expression. A quiet rebellion. Welcome to China’s new lingerie movement, where comfort meets identity, and brands are redefining what intimacy really means.

Gone are the days when padded bras and lacey sets ruled the market. Today’s Chinese consumers—especially Gen Z and young millennials—are saying no to discomfort and yes to authenticity. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥158 billion (~$22 billion USD), with demand for ‘comfort-first’ designs growing at 18% year-on-year. And get this: over 67% of women aged 18–30 now prioritize fit and breathability over traditional ‘sexy’ aesthetics.

So who’s leading this shift? Brands like NEIWAI (内外) and Ubras aren’t just selling underwear—they’re selling empowerment. NEIWAI’s 2022 campaign “I Love My Body” went viral on Xiaohongshu, racking up over 400 million views. Their message? Intimacy starts with self-acceptance. No retouching. No stereotypes. Just real bodies, real stories.

Let’s break down how the market’s evolved. Here’s a snapshot of key consumer trends:

What’s driving this change? Simple: digital transparency. Platforms like Douyin and Xiaohongshu have given everyday women a megaphone. They’re sharing unfiltered try-on videos, calling out poor sizing, and demanding inclusivity. As a result, brands can’t rely on flashy ads anymore—they need real trust.

Take Ubras, for example. In 2021, they launched a size-inclusive line ranging from XXS to 3XL and partnered with diverse influencers—from athletes to office workers. Sales jumped 40% in six months. Why? Because they listened. They didn’t assume. They adapted.

And here’s the kicker: men are noticing. While still a niche, male interest in gender-neutral intimate wear is rising. A 2023 survey by JD.com found that searches for ‘unisex loungewear’ increased by 150% year-over-year. This isn’t just fashion—it’s cultural evolution.

But let’s be real: challenges remain. Sizing inconsistencies, lack of representation for fuller busts, and lingering stigma around discussing intimate wear openly still exist. That’s why community-driven platforms matter. When women share fitting tips or review products in detail, they’re not just helping others shop—they’re building a new culture of intimate wellness.

So where’s this headed? Experts predict the next frontier is tech-integrated comfort—think moisture-wicking fabrics, smart sensors for posture support, and AI-powered fit recommendations. But no matter how fancy the fabric gets, the core message stays the same: your body, your rules.

In a society where conformity once ruled, China’s new lingerie wave is quietly revolutionary. It’s not about what you wear under your clothes—it’s about who you are when no one’s watching.