Young Consumers Driving China Lingerie Market Boom

Let’s talk about something that’s quietly reshaping China’s fashion industry: lingerie. And no, this isn’t your grandma’s idea of frilly pink bras. We’re seeing a full-blown boom driven by young Chinese consumers — especially Gen Z and millennials — who are redefining what intimacy, comfort, and self-expression mean through their shopping habits.

Gone are the days when lingerie was just functional or bought to impress someone else. Today, it’s personal. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥175 billion (~$24.3 billion) in sales, with over 60% of buyers under 30. That’s right — young adults aren’t just entering the market; they’re leading it.

What’s fueling this shift? First, rising body positivity and female empowerment. Second, social media influencers normalizing open conversations about fit, fabric, and function. And third — e-commerce. Platforms like Xiaohongshu and Taobao have made it easier than ever to discover brands that align with personal values, whether that’s sustainability, inclusivity, or minimalist design.

From Function to Fashion: How Young Shoppers Are Changing the Game

Traditional lingerie brands focused on size, shape, and seduction. But today’s top-performing labels — like NEIWAI (内外), Ubras, and Miss Simpson — are winning by prioritizing comfort, versatility, and emotional connection.

Take Ubras, for example. They pioneered the ‘wireless bra’ trend and exploded in popularity thanks to clever digital marketing and celebrity endorsements. In 2022, they pulled in over ¥2 billion in annual revenue — all without a single physical store at launch.

This data shows more than just sales — it reflects a cultural pivot. Young shoppers aren’t just buying bras; they’re voting for brands that reflect their lifestyles.

Why Comfort Is the New Sexy

The keyword here is comfort. A 2024 survey found that 78% of women aged 18–30 prefer wireless bras, and 65% said they’d pay more for organic cotton or breathable materials. This aligns perfectly with the rise of athleisure and work-from-home culture — people want to feel good all day, not just look good.

Brands getting this right are also investing heavily in inclusive sizing. While Western brands still struggle with extended sizes, Chinese startups are launching bras in up to 16 band-cup combinations — a game-changer for diverse body types.

If you're exploring options, check out our guide on best comfortable bras for everyday wear — we break down fit tips and top picks based on real user reviews.

What’s Next? The Future of Lingerie in China

Expect more innovation in smart fabrics, customization, and gender-inclusive lines. NEIWAI already offers unisex loungewear, and Ubras is testing AI-powered fit recommendations.

For savvy shoppers, now is the perfect time to explore. Whether you're into minimalist essentials or bold statement pieces, there's never been a better moment to find lingerie that truly fits — both physically and philosophically.

Want to dive deeper? Read our full analysis at China’s top lingerie trends in 2024.