The Rise of Chinese Lingerie Culture in the 21st Century

Forget everything you thought you knew about lingerie—China’s intimate apparel scene is no longer just about silk qipaos and modesty. The 21st century has seen a bold transformation, where tradition meets trend, and self-expression trumps silence. From Shanghai catwalks to TikTok try-ons, Chinese women (and men!) are redefining what it means to wear lingerie—with confidence, style, and a splash of cultural pride.

The Cultural Shift: From Hidden to Highlighted

Just two decades ago, lingerie in China was largely functional—think plain cotton bras bought in back-alley shops. But fast-forward to today, and it’s a $15 billion industry (Statista, 2023), growing at nearly 8% annually. Why? Because modern Chinese consumers aren’t just buying underwear—they’re investing in identity.

Urbanization, rising disposable incomes, and social media have sparked a revolution. Young professionals in Beijing and Shenzhen now see lingerie as both fashion and empowerment. As one 28-year-old designer from Hangzhou put it: “Wearing lace isn’t about seduction—it’s about feeling powerful in my own skin.”

Homegrown Brands Stealing the Spotlight

While Victoria’s Secret stumbled in China by misreading local tastes, homegrown brands like NEIWAI (内外), Ubras, and Curélia surged ahead by focusing on comfort, inclusivity, and subtle elegance.

NEIWAI, founded in 2012, built its brand around the slogan “Real Me” and ditched padded bras for seamless, breathable designs. In 2022, they hit over ¥1.2 billion in revenue, proving that less really is more.

Fashion Meets Feminism

It’s not just about fabric and fit—this movement is deeply cultural. Campaigns now feature real women of all sizes, ages, and skin tones. Ubras made headlines with their 2021 ad “I Wear What I Want”, which celebrated body autonomy and went viral with over 50 million views.

And let’s talk sizes—literally. The average Chinese woman wears an A or B cup, yet Western brands long pushed C+ cups as the ideal. Local brands flipped the script by designing for real bodies, not fantasies.

The Role of E-Commerce & Social Media

No discussion of modern Chinese lingerie is complete without mentioning Douyin (TikTok) and Little Red Book (Xiaohongshu). These platforms turned fitting rooms into content studios. Influencers share unboxings, wear tests, and even mental health chats—all while modeling seamless bras.

Singles’ Day 2023? Ubras sold one bra every 2 seconds. Yeah, you read that right.

What’s Next?

The future is inclusive, tech-savvy, and sustainable. Brands are experimenting with smart fabrics, eco-friendly dyes, and AI-powered size recommendations. NEIWAI recently launched a carbon-neutral line, responding to Gen Z’s eco-conscious mindset.

And guess what? Men’s lingerie is quietly emerging too—yes, really. From compression wear to sheer mesh tanks, male intimacy wear is expected to grow by 12% yearly through 2027 (McKinsey).

So whether you're slipping into silk or strapping on something bold, one thing’s clear: Chinese lingerie culture isn’t just rising—it’s rewriting the rules.