Body Positivity and Lingerie in Chinese Culture

In recent years, the concept of body positivity has quietly but powerfully entered mainstream conversations in China—especially when it comes to lingerie. No longer just about fitting into a certain dress size or conforming to traditional beauty standards, more Chinese women are embracing their bodies, curves and all, and demanding lingerie that celebrates rather than hides them.

Historically, Chinese culture emphasized modesty. Lingerie was often functional—think plain cotton bras in neutral tones—meant to be invisible under clothing. But as urbanization, globalization, and social media reshape values, a new narrative is emerging: one where self-expression and comfort take center stage.

A 2023 survey by McKinsey & Company found that 68% of Chinese women aged 18–35 now prioritize comfort over aesthetics when buying lingerie—a significant shift from a decade ago. Brands like NEIWAI (内外), which means 'inner and outer,' have led this revolution with campaigns like 'No Body is Nobody' and gender-neutral designs. Their revenue grew by 40% year-on-year in 2022, reflecting strong market resonance.

Meanwhile, international brands like Victoria’s Secret faced backlash for outdated imagery, while homegrown labels thrive by promoting diversity. NEIWAI features models of various body types, skin tones, and ages—something once rare in Chinese advertising.

The Data Behind the Shift

As shown above, the Chinese lingerie market has grown by 75% since 2018, with body-positive brands nearly doubling their market share. Consumers aren’t just buying bras—they’re voting for a cultural shift.

Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram and Pinterest), hashtags like #MyBodyMyRules (我的身体我做主) have racked up over 800 million views. Real women post unfiltered photos in lace, cotton, and sports bras, challenging the idea that only 'perfect' bodies deserve to be seen.

Still, challenges remain. In smaller cities and rural areas, discussions around body image and self-love lag behind. And while plus-size options are expanding, availability remains limited compared to Western markets. Yet the momentum is undeniable.

Ultimately, body positivity in Chinese lingerie isn’t just a trend—it’s a quiet rebellion against decades of silent conformity. It’s about choosing a bra because it feels good, not because it makes you look smaller. It’s about seeing your stretch marks, scars, or asymmetry not as flaws, but as part of your story.

So whether you're slipping into silk or strapping on a sports bra, remember: the most powerful thing you can wear is confidence. And in today’s China, more women are finally getting dressed in truth.