Chinese Women Embracing Lingerie and Self Expression

In recent years, a quiet revolution has been unfolding in China—one stitched in silk, lace, and confidence. More and more Chinese women are stepping into lingerie not just as undergarments, but as symbols of self-expression, body positivity, and personal empowerment. This shift isn’t just about fashion; it’s a cultural transformation rooted in changing social norms, economic independence, and digital connectivity.

Gone are the days when lingerie was tucked away in drawers, chosen solely for practicality or hidden beneath layers of modesty. Today, brands like NEIWAI (内外), Ubras, and Curvy Kate are leading the charge, blending comfort with style and championing messages of 'real bodies, real beauty.'

A 2023 report by Statista revealed that China’s intimate apparel market reached over $18 billion USD, with an annual growth rate of nearly 9.5%. What’s fueling this surge? Not just demand—but desire. Desire to feel good, look good, and own one’s identity.

The Cultural Shift: From Taboo to Triumph

Traditionally, discussions around women’s bodies and sexuality were considered taboo in Chinese society. But urbanization, education, and exposure to global ideas—especially through social media platforms like Little Red Book (Xiaohongshu) and Weibo—have opened new conversations.

Women in their 20s and 30s are now openly sharing lingerie try-on videos, posting unretouched photos, and advocating for inclusivity. Hashtags like #MyBodyMyChoice and #NoMoreWire have gained traction, reflecting a growing rejection of discomfort—both physical and societal.

Lingerie as Liberation

For many, choosing a soft bralette over a constricting underwire isn’t just about comfort—it’s a political act. It says: I define what’s beautiful. I decide what I wear.

Take NEIWAI, which launched its 'No Body is New Body' campaign in 2021. The brand featured real customers of all shapes, sizes, and skin tones—no airbrushing, no posing. The result? A 40% increase in sales and a viral wave of user-generated content celebrating authenticity.

The Role of E-Commerce & Social Media

Platforms like Taobao and JD.com have made lingerie shopping private, convenient, and personalized. AI-powered size guides and anonymous packaging reduce embarrassment, while livestream selling turns product demos into intimate, conversational experiences.

On Xiaohongshu, influencers share honest reviews and styling tips, building trust far beyond traditional ads. One Ubras livestream in 2022 generated over ¥150 million in sales in a single night—proof that when women feel seen, they spend.

Challenges & The Road Ahead

Despite progress, challenges remain. In smaller cities and rural areas, conservative views persist. Some women still associate lingerie with impropriety rather than self-care. And while inclusivity is improving, plus-size and transgender representation still lag behind.

Yet the momentum is undeniable. As more women embrace lingerie on their own terms—whether wearing a bold red set for a partner or a seamless nude bra for themselves—the message is clear: this is not just about what’s underneath the clothes. It’s about what lies beneath the surface: confidence, autonomy, and joy.

So here’s to the Chinese women redefining intimacy—one lace trim at a time. 🌸