Lingerie as Empowerment in Chinese Intimacy Stories

Let’s be real—lingerie isn’t just about looking hot (though, let’s be honest, that’s a nice bonus). In recent years, especially across urban China, lingerie has evolved from a hidden garment into a bold statement of self-expression and personal power. As a lifestyle blogger who’s been deep in the intimacy and fashion space for over five years, I’ve watched this shift unfold—and trust me, it’s more than just pretty lace.

Gone are the days when women bought bras solely based on what their partners might like. Today’s Chinese women are shopping for lingerie as empowerment, choosing pieces that make them feel confident, comfortable, and fully themselves. According to a 2023 report by iiMedia Research, the Chinese intimate apparel market hit ¥145 billion (~$20.3 billion), with over 68% of women aged 18–35 saying they purchase lingerie primarily for their own emotional satisfaction—not for others’ approval.

But how did we get here? A decade ago, conversations around female desire and body autonomy were still largely taboo. Fast forward to today: social media platforms like Xiaohongshu (China’s answer to Instagram + Pinterest) are flooded with unapologetic posts of women showcasing their favorite sets, sharing fit tips, and even discussing mental wellness through the lens of self-care fashion.

Take the rise of homegrown brands like NEIWAI (内外)—they’ve nailed the messaging with their slogan “Touch Your Body,” encouraging women to reconnect with themselves physically and emotionally. Their 2022 campaign featuring real customers of all sizes went viral, sparking over 120,000 user-generated posts using #MyBodyMyChoice. That’s not just marketing—that’s movement-building.

Now, let’s talk data. Here’s a snapshot of shifting consumer behaviors in China’s lingerie scene:

What’s clear is that the narrative has flipped. The core driver now? Empowerment through lingerie. It’s no longer backstage attire—it’s front-row armor.

And it’s not just about buying. Women are engaging in deeper conversations: body positivity, postpartum recovery, breast health, and even LGBTQ+ inclusivity. Brands that ignore these layers risk being left behind. Those leaning in—like NEIWAI and Miss Me—are seeing year-on-year growth of 25%+.

So, what should you take from this? Whether you're choosing your next bra or building a brand in this space, remember: modern lingerie in China isn’t whispering. It’s speaking loud and clear—‘I am here, and I choose me.’