Media Influence on Young Chinese Lingerie Views

In recent years, the way young Chinese people view lingerie has undergone a quiet revolution — and guess what? Social media and digital platforms are pulling the strings behind the scenes. Gone are the days when lingerie was seen solely as a bedroom secret. Now, it’s bold, it’s fashionable, and for many Gen Zers in China, it’s a form of self-expression.

Platforms like Xiaohongshu (Little Red Book), Douyin (China’s TikTok), and Weibo have turned lingerie from taboo to trendy. Influencers flaunt lace bras with pride, pairing them with sheer tops or even wearing them as outerwear. It’s not just about sex appeal anymore — it’s about confidence, body positivity, and personal style.

According to a 2023 report by iiMedia Research, over 68% of Chinese women aged 18–30 now consider lingerie a part of their fashion identity, up from just 42% in 2019. That’s a massive shift in mindset, and social media is the driving force.

The Data Doesn’t Lie: How Media Shapes Perception

Let’s break it down with some real numbers:

As you can see, the correlation is crystal clear: more exposure = more acceptance. And it’s not just global brands like Victoria’s Secret making waves. Homegrown labels such as NEIWAI (Undercover) and Ubras are leading the charge by promoting comfort, inclusivity, and minimalism — values that resonate deeply with younger consumers.

Take Ubras, for example. In 2020, they launched their ‘No Wire, No Worry’ campaign, featuring real women of all shapes and sizes — no retouching, no cliché seduction poses. The campaign went viral on Weibo, racking up over 1.2 billion views. That’s not just marketing; that’s cultural impact.

From Taboo to Empowerment

Traditionally, discussing underwear in public was a no-go in Chinese culture. But today’s youth are rewriting the rules. A 2022 survey by Tencent found that 74% of urban females aged 18–25 feel more empowered when wearing lingerie that makes them feel good — regardless of whether anyone sees it.

And here’s the kicker: men aren’t left out either. Male influencers on Bilibili are starting to talk about supportive bras for gynecomastia or gender-affirming wear, pushing conversations around gender norms and body image into the mainstream.

So, What’s Next?

The message is loud and clear: media isn’t just reflecting culture — it’s shaping it. As long as digital platforms keep amplifying diverse voices and authentic stories, the stigma around lingerie will continue to fade.

For brands, the takeaway is simple: be real, be inclusive, and speak directly to the values of young Chinese consumers. Because today, lingerie isn’t just worn — it’s declared.