China Lingerie Market Insights and Cultural Influences

If you're trying to crack the code on the China lingerie market, let me tell you—things are changing fast. As a lifestyle blogger who’s been tracking fashion trends across Asia for over a decade, I’ve seen a massive shift in how Chinese women view intimate apparel. It’s no longer just about function—it’s about self-expression, comfort, and even empowerment.

Just five years ago, modesty ruled the day. White cotton bras dominated wardrobes, and sexy styles were often seen as inappropriate. But now? Think lace, bold colors, and body-positive messaging. According to Statista, China’s lingerie market was valued at $18.3 billion in 2023, with an annual growth rate of 9.4%. That’s huge—and it’s driven largely by younger consumers, especially Gen Z and millennial women in Tier 1 cities like Shanghai and Shenzhen.

So what’s fueling this boom? Let’s break it down.

The Rise of Body Positivity & Local Brands

Western brands like Victoria’s Secret once ruled, but they’ve lost serious ground since 2020. Why? Because they didn’t adapt. Their ‘one-size-fits-all’ glamour model missed the mark culturally. Enter homegrown brands like NEIWAI (内外) and Ubras. These companies nailed the tone—focusing on comfort, inclusivity, and real-body representation.

Take NEIWAI: they launched their ‘No Body is Wrong’ campaign in 2021, featuring unretouched photos of women of all shapes. Sales jumped by 67% that year. Ubras, meanwhile, became the top-selling lingerie brand on Tmall during Singles’ Day 2022, raking in over ¥800 million ($112 million) in just 24 hours.

Key Market Trends (2023–2024)

Here’s a quick snapshot of where things stand:

This data shows a clear shift: Chinese consumers aren’t just buying bras—they’re voting with their wallets for brands that align with their values. And speaking of values, cultural nuances still matter. For example, red remains a top color choice—not just for weddings, but year-round—because it symbolizes luck and confidence.

Where Should You Invest or Shop?

If you’re a buyer or brand looking to enter this space, focus on comfort-driven design and authentic storytelling. Avoid overly sexualized marketing—it backfires. Instead, highlight wellness, daily comfort, and emotional connection.

Platforms like Xiaohongshu (Little Red Book) are goldmines for trend spotting. Hashtags like #MyLingerieStory have millions of views, showing how personal this category has become.

In short: the China lingerie market isn’t just growing—it’s evolving. Success goes to those who respect local culture while innovating with empathy.