From Hushed Tones to Bold Statements Chinese Lingerie Growth

Remember when talking about lingerie in China felt like whispering a secret? Yeah, those days are gone. As someone who’s been tracking fashion trends across Asia for over a decade, I’ve watched the Chinese lingerie market transform from a conservative afterthought into a booming, bold industry. And let me tell you — it’s not just about selling bras anymore. It’s about identity, confidence, and cultural shift.

In 2023, China's lingerie market hit a staggering ¥175 billion (about $24 billion USD), according to Statista. That’s up from just ¥96 billion in 2018. With an annual growth rate hovering around 10.3%, this isn’t a trend — it’s a movement. What’s driving it? Young consumers, digital platforms, and a growing appetite for self-expression.

Take Chinese lingerie brands like NEIWAI (Inside&Out) and Ubras. They’re not copying Victoria’s Secret. Instead, they’re building campaigns around comfort, inclusivity, and real bodies. Ubras ditched underwire bras in 2016 and went all-in on “zero-pressure” designs. By 2022, they topped ¥1 billion in annual sales on Tmall alone. That’s the power of listening to your audience.

Here’s a quick snapshot of how major players stack up:

Notice something? The old guard is stumbling while homegrown lingerie brands in China thrive by being relatable. Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #MyBodyMyChoice and #ComfortOverCleavage rack up millions of views. KOLs (Key Opinion Leaders) aren’t posing in feathered wings — they’re reviewing bra wash durability and back-fat control.

Another game-changer? Size inclusivity. While Western brands still struggle with extended sizing, NEIWAI offers cups up to G and band sizes beyond 90. Their ‘Real Women’ campaign featured models of all shapes, ages, and skin tones — a stark contrast to the cookie-cutter beauty standards of the past.

And let’s talk e-commerce. Over 85% of lingerie purchases in China now happen online. Live-stream shopping on Douyin and Taobao brings intimacy to digital — hosts explain fit tips in real time, answer questions, and build trust. One Ubras live session in 2022 pulled in ¥30 million in sales in under two hours.

The bottom line? The Chinese consumer isn’t looking for fantasy. She wants function, authenticity, and empowerment. Whether you're a brand trying to enter the market or a shopper tired of sore underwires, one thing’s clear: the future of lingerie in China is comfortable, confident, and completely redefined.