Marriage and Lingerie Changing Dynamics in China

If you're tuning into the pulse of modern Chinese society, you’ve probably noticed something spicy happening — no, not just in Sichuan cuisine. The way marriage and lingerie intersect in China is shifting faster than a TikTok trend. And trust me, as someone who’s been tracking consumer behavior in Asia for over a decade, this isn’t just about lace and silk. It’s about autonomy, intimacy, and economic empowerment.

Let’s cut through the noise: Chinese women are redefining intimacy, and lingerie sales are one of the clearest indicators. In 2023, China’s lingerie market hit $18.7 billion — up from $12.3 billion in 2019 (CAGR of 11.2%). But here’s the kicker: only 15 years ago, most intimate apparel was bought by men for women, often as bridal gifts. Today? Over 68% of purchases are made directly by women themselves.

This shift mirrors changing attitudes toward marriage. With China’s marriage rate dropping to a record low of 4.8 marriages per 1,000 people in 2023 (down from 9.9 in 2013), more women are prioritizing self-expression over societal expectations. And what we wear under our clothes? That’s become a quiet rebellion.

Why Lingerie Matters in the Marriage Conversation

You might be thinking — wait, why link marriage and lingerie? Because historically, they were tied at the hip. Traditional values positioned lingerie as part of the ‘bridal trousseau’ — modest, functional, and rarely sexy. Fast forward to today: brands like NEIWAI (内外) and Ubras are selling comfort-first, body-positive designs that emphasize personal pleasure, not spousal approval.

Take NEIWAI’s 2023 campaign slogan: “My Body, My Language.” That’s not just marketing — it’s a manifesto. And it’s working. Their revenue jumped 40% YoY, with 75% of customers aged 25–35, mostly unmarried or cohabiting.

Data Doesn’t Lie: The New Intimacy Economy

Check out this snapshot of how behavior has evolved:

Notice something? Even as fewer people marry, spending on intimate wear skyrockets. This isn’t coincidence — it’s decoupling. Lingerie is no longer a marital accessory; it’s a form of self-care and identity.

What Brands Are Getting Right (And Wrong)

Western giants like Victoria’s Secret stumbled by pushing overt sexuality without emotional context. Meanwhile, homegrown brands focused on comfort, inclusivity, and privacy — key values for urban Chinese women. Ubras’ wireless bra line generated over $300 million in sales in 2022 alone, largely through e-commerce platforms like Xiaohongshu and Tmall.

But challenges remain. Social stigma still lingers (pun intended) around open discussions of female desire. Some retailers avoid using words like ‘sexy’ in ads, opting instead for ‘confident’ or ‘harmonious.’

The Bottom Line

The story of marriage and lingerie in China is really about agency. As traditional milestones fade, personal choice rises. Whether or not a woman marries, she’s claiming ownership — of her body, her desires, and yes, her underwear drawer.