How Social Changes Influence Chinese Lingerie Preferences

If you’ve been watching the fashion scene in China lately, you’ve probably noticed a major shift — especially in what women are wearing underneath their clothes. Gone are the days when lingerie was just about function or pleasing a partner. Today’s Chinese women are choosing bras and underwear based on comfort, self-expression, and body positivity. And this change? It’s not random. It’s deeply tied to broader social shifts sweeping across urban and even rural China.

Let’s break it down: over the past decade, more women have entered higher education and the workforce. According to China’s National Bureau of Statistics, female labor force participation stood at around 61% in 2023 — still high compared to global averages. With financial independence comes decision-making power, including how women spend on personal items like lingerie.

Another big driver? The rise of social media and KOLs (Key Opinion Leaders). Platforms like Xiaohongshu and Douyin have turned everyday women into influencers who openly discuss body types, sizing issues, and brand comparisons. This transparency has pushed brands to innovate beyond the old sexy-but-uncomfortable model.

Take the bra market, for example. A 2023 report by iiMedia Research found that 78% of women aged 18–35 now prefer soft, wireless bras over traditional underwire styles. That’s a massive shift from just ten years ago.

From Function to Freedom: The Lingerie Evolution

The data tells a clear story. Here’s how preferences have changed across key categories:

As you can see, comfort is king. But it’s not just about physical ease — it’s about identity. Women today are saying, “I wear this for me.” That mindset is reshaping the entire Chinese lingerie market.

Brands that once focused solely on sex appeal — like Embry Form or Maniform — are now launching comfort-first lines. Meanwhile, DTC (direct-to-consumer) startups such as NEIWAI (内外) and Ubras have skyrocketed by aligning with these values. NEIWAI’s 2022 campaign “I Wear What I Want” went viral, resonating with millions of women tired of societal pressure.

This cultural pivot also ties into changing views on body image. In a 2023 survey by TalkingData, over 65% of respondents said they feel more confident in their bodies than five years ago — thanks in part to inclusive marketing and real-body representation.

So where does the industry go from here? Experts predict continued growth in sustainable fabrics, inclusive sizing, and gender-neutral loungewear. And with rising disposable income and digital access, even second- and third-tier cities are becoming key markets.

In short, lingerie in China isn’t just evolving — it’s being redefined. And if you're a brand or shopper trying to keep up, remember: today’s consumer values authenticity, comfort, and empowerment. For deeper insights into market trends, check out our guide on modern lingerie consumer behavior.