Changing Attitudes Toward Chinese Lingerie Use Today

Let’s talk about something that’s been quietly shifting in China over the past decade — how women (and men!) think about lingerie. It’s not just about function anymore; it’s about self-expression, body positivity, and yes, even empowerment. As a lifestyle blogger who’s been tracking fashion and cultural trends across Asia for years, I’ve seen firsthand how Chinese lingerie culture has evolved from taboo to trend.

Gone are the days when underwear drawers were filled only with plain white cotton bras bought out of necessity. Today’s Chinese consumers, especially Gen Z and young millennials, are driving demand for stylish, comfortable, and inclusive lingerie. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥158 billion (~$22 billion USD) in sales, with an annual growth rate of 9.4%. And here’s the kicker: online sales now account for over 67% of all transactions.

So what’s fueling this change? Three big factors:

1. Rising disposable income
2. Influence of social media & KOLs (Key Opinion Leaders)
3. Greater openness around women’s health and sexuality

Take brands like NEIWAI (内外) and Ubras — they’re not just selling bras, they’re selling a message. NEIWAI’s “No Body is Nobody” campaign challenged beauty standards and went viral on Weibo and Xiaohongshu. Ubras became the first lingerie brand to top Tmall’s Singles’ Day sales chart in 2020, raking in over ¥800 million in one day. That’s not just marketing — that’s cultural momentum.

How Preferences Have Shifted (And Why It Matters)

The old-school push-up? Not so much. Comfort is king now. A 2022 consumer survey revealed that 78% of urban Chinese women aged 18–35 prioritize comfort over shape enhancement. Wireless bras, seamless designs, and breathable fabrics dominate search trends.

Here’s a quick look at how buying behavior has changed:

As you can see, there’s a clear move toward wellness-focused, identity-driven choices. Women aren’t just buying lingerie — they’re curating personal experiences. And brands that tap into this emotional layer win loyalty.

If you're exploring options, I highly recommend checking out the latest innovations in Chinese lingerie design — especially those blending traditional craftsmanship with modern ergonomics. From jade-infused fabric to AI-fit tools, the future is here.

Another game-changer? Inclusivity. Size ranges are expanding. Whereas most brands once stopped at cup size D, NEIWAI now offers up to G cups. This shift reflects a broader societal embrace of diverse body types — a win for representation and customer satisfaction alike.

Looking ahead, I predict even deeper integration of tech and sustainability. Smart bras with posture sensors? Already in beta. Recycled ocean plastic used in straps? Yep, Ubras did that in 2023. The message is clear: today’s Chinese consumer wants more than lace and hooks — they want meaning.

To wrap it up: the way people view lingerie in China has fundamentally transformed. It’s no longer hidden in drawers or shopped for in silence. It’s bold, personal, and proudly worn — even if only under clothes. Whether you're a shopper, a brand, or just curious about cultural shifts, this is one trend worth watching closely.