How Young Chinese View Lingerie and Self Image

If you're curious about how Gen Z in China is redefining intimacy, fashion, and self-worth, let’s talk lingerie — because it’s not just fabric anymore. As a cultural observer and style commentator who’s tracked youth trends across Shanghai to Chengdu, I’ve seen a quiet revolution unfold: young Chinese women aren’t just buying bras — they’re using lingerie to reclaim body autonomy and express identity.

Gone are the days when underwear was purely functional or hidden away. Today, lingerie in China has become a symbol of confidence. According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥175 billion (~$24.3B), with over 60% of purchases made by women under 30. What’s more telling? 78% said they bought lingerie ‘to feel good,’ not for partners or societal approval.

Let’s break that down with some real data:

Notice a trend? The younger the buyer, the more likely they view self image and lingerie as deeply intertwined. Brands like NEIWAI (内外) and Ubras have tapped into this shift by ditching traditional sexy stereotypes and promoting slogans like “Touch Your Body” — encouraging women to embrace their natural shape.

Social media plays a huge role too. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #MyLingerieStory have over 400 million views. Real photos, stretch marks included, flood feeds — normalizing diverse body types. Meanwhile, live-stream sellers on Douyin emphasize fabric breathability and ergonomic design over cleavage.

But here’s the twist: this isn’t just about feminism or fashion. It’s economic empowerment. With rising disposable income and digital access, young women now control their shopping choices. A 2022 McKinsey survey found that 68% of Chinese female consumers make independent decisions on personal care items — up from 49% in 2017.

So what does this mean for brands? Pushing padded push-ups and ‘male gaze’ aesthetics? That’s out. Transparency, inclusivity, and emotional connection? That’s in. Ubras saw a 200% YOY growth in 2023 after launching a no-wire, adaptive-fit line marketed entirely through real customer testimonials.

In short, lingerie in modern China is less about seduction and more about selfhood. Whether it’s choosing organic cotton over lace or sharing unfiltered selfies online, young women are saying: my body, my rules. And honestly? That’s the sexiest thing yet.