Changing Attitudes Toward Chinese Lingerie Culture Now

Let’s talk about something that’s been quietly shifting in China — lingerie. Yeah, I know, not your typical dinner table topic, but hear me out. As someone who’s been covering fashion and cultural trends for over a decade, I’ve watched Chinese lingerie culture evolve from taboo whispers to bold self-expression. And honestly? It’s kind of revolutionary.

Gone are the days when underwear was just… well, hidden. Today, it’s personal. It’s political. It’s fashion. A 2023 survey by iiMedia Research showed that 68% of urban Chinese women aged 18–35 now view lingerie as a form of body positivity — up from just 32% in 2018. That’s a massive shift in mindset, especially in a society where modesty used to rule.

So what changed? Three big things: social media, homegrown brands, and a younger generation saying, ‘Hey, my body, my rules.’ Platforms like Xiaohongshu (China’s answer to Instagram) have become hotspots for real-talk content. Influencers post unretouched photos in lace bras, discuss breast health, and even review products based on comfort — not just looks. This openness has helped normalize conversations around fit, fabric, and function.

Then there’s the rise of local brands challenging Western giants. Take NEIWAI (meaning ‘inner & outer’). They launched in 2014 with a simple mission: comfort first, sex appeal second. By 2022, they hit $200 million in annual revenue. Compare that to Victoria’s Secret, whose sales in China dropped by 37% between 2019 and 2022. Ouch.

Check this out — here’s how key players stack up:

Notice a pattern? The Chinese brands focus on wearability, while the American one still leans heavily on fantasy. And guess which resonates more with today’s consumer? Exactly.

This isn’t just about sales — it’s about values. Women in China are now demanding better sizing (hello, inclusivity!), eco-friendly materials, and marketing that doesn’t make them feel objectified. A shift in lingerie culture is clearly underway, and it’s being led by locals who understand the market better than any foreign brand ever could.

But let’s not pretend everything’s perfect. Some smaller brands still exaggerate claims or use misleading ads. That’s why I always recommend checking third-party reviews and looking for certifications like OEKO-TEX® for safe fabrics.

Bottom line? The way China sees lingerie is changing fast — and for the better. It’s no longer just about looking good for others; it’s about feeling good for yourself. And if you ask me, that’s a trend worth celebrating. For anyone diving into this space, whether as a shopper or observer, understanding this cultural pivot is key. Explore the new wave at modern Chinese lingerie and see how comfort, confidence, and culture are redefining the game.