Empowerment and Embodiment in Chinese Lingerie Use

Let’s talk about something real—how lingerie in China isn’t just fabric, but a form of self-expression, confidence, and even quiet rebellion. As a lifestyle blogger who’s been deep in the fashion and body positivity space for years, I’ve seen how women are reclaiming their narratives—one lace bra at a time.

Gone are the days when underwear was purely functional or hidden away. Today, Chinese lingerie use is evolving into a statement of empowerment. From Shanghai to Chengdu, women are choosing pieces that reflect their identity, comfort, and sensuality—on their own terms.

According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥175 billion (~$24.3 billion USD), with a projected CAGR of 6.8% through 2027. What’s driving this? Not just trends—but shifting attitudes.

The Mindset Shift: From Modesty to Ownership

Traditionally, modesty ruled. But urbanization, social media, and global fashion exposure have changed the game. A survey of 1,200 women aged 18–35 across Tier-1 and Tier-2 cities found that:

Notice something? Self-pleasure and personal confidence now outweigh external validation. That’s huge.

Brands Riding the Wave of Empowerment

Local brands like NEIWAI (内外) and Ubras are leading with inclusive messaging. NEIWAI’s slogan—“Real Beauty, Real Women”—isn’t just marketing; it’s backed by campaigns featuring diverse body types, unretouched skin, and real stories.

Ubras skyrocketed by eliminating wires—and traditional gender norms. Their 2021 ad campaign, which showed women saying “I wear what I want,” went viral with over 80 million views on Weibo.

Meanwhile, international players like Victoria’s Secret struggled to adapt—until they pulled back from overt sexuality and embraced body diversity in their 2023 relaunch.

Material Choices Reflect Mindset

It’s not just about design—it’s about feel. Women are prioritizing breathable fabrics, seamless cuts, and sustainable materials. Here’s a quick breakdown:

See the trend? Comfort and ethics are winning.

Final Thoughts: Lingerie as Liberation

When we talk about empowerment in lingerie, it’s not about selling sex—it’s about selling self-worth. Every woman choosing a bra that feels good, fits right, and looks beautiful on *her* body is making a quiet but powerful statement.

The data doesn’t lie: Chinese women aren’t dressing for the male gaze anymore. They’re dressing for themselves. And that shift? That’s revolutionary.