Modern Women and the Shift in Chinese Lingerie Culture

Let’s talk about something that’s been quietly revolutionizing women’s self-expression in China—lingerie. Gone are the days when underwear was just a functional piece hidden under clothes. Today, it’s a bold statement of confidence, comfort, and identity. As a lifestyle blogger who’s been tracking fashion trends across Asia for over a decade, I’ve seen firsthand how modern Chinese women are reshaping lingerie culture—one bra at a time.

It’s not just about fashion; it’s a cultural shift. According to a 2023 report by Statista, China’s lingerie market is projected to hit $25.8 billion by 2025, with a compound annual growth rate (CAGR) of 7.3%. What’s driving this surge? Young, urban women embracing body positivity and personal choice—especially in cities like Shanghai, Beijing, and Shenzhen.

The Rise of Homegrown Brands

While international names like Victoria’s Secret once dominated, local brands such as Ubras and NEIWAI (Inside Out) are now leading the charge. These brands focus on comfort, minimal design, and inclusivity—values that resonate deeply with today’s consumers.

Take Ubras, for example. In 2022, they reported a 40% year-on-year increase in sales, largely driven by their “no-wire” bras marketed through empowering social media campaigns. Their success isn’t accidental—it’s strategic, tapping into what Chinese women actually want: practicality without sacrificing style.

Changing Consumer Mindsets

Old taboos around discussing underwear publicly are fading. Thanks to digital platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok), women openly share fitting tips, reviews, and even unboxing videos. This transparency has built trust and fueled demand for better products.

Here’s a quick look at how preferences have evolved:

As you can see, the demand for comfort and subtlety is skyrocketing. Women aren’t buying lingerie to impress others—they’re buying it for themselves. That’s why brands focusing on wellness and mental ease, like NEIWAI, are gaining cult followings.

What This Means for the Future

The message is clear: Chinese lingerie culture is no longer about seduction or secrecy. It’s about autonomy. More women are rejecting one-size-fits-all approaches and demanding personalized fits, ethical production, and inclusive sizing.

Experts predict that by 2026, nearly 70% of lingerie purchases in China will be made online, with AI-powered size recommenders reducing return rates by up to 30%. Sustainability is also rising—over 60% of Gen Z shoppers say they’d pay more for eco-friendly materials.

In short, the intimate apparel industry in China isn’t just growing—it’s evolving. And if you're a brand or a consumer, now’s the time to understand this shift. Because today’s Chinese woman isn’t just choosing a bra—she’s choosing how she wants to feel every single day.