Social Media and the Rise of Chinese Lingerie Talk

In recent years, social media has transformed the way we talk about lingerie — especially in China. What was once a hushed topic is now trending on platforms like Xiaohongshu, Weibo, and Douyin. From body positivity to homegrown brands going viral, Chinese consumers are redefining intimacy wear with confidence, style, and a dash of digital flair.

Let’s dive into how social media ignited this cultural shift and why it matters.

The Silent Revolution: From Taboo to Trending

Not too long ago, discussing underwear in public — let alone online — was nearly unthinkable in mainstream Chinese culture. But fast forward to 2024, and you’ll find hashtags like #MyLingerieStory racking up millions of views. According to Statista, Xiaohongshu alone saw a 68% year-on-year increase in posts tagged “lingerie” or “intimate apparel” from 2022 to 2023.

This isn’t just chatter — it’s a movement. Young women (and increasingly men) are using social platforms to share fit tips, review sustainable fabrics, and celebrate diverse body types. Influencers post unfiltered try-ons, sparking real conversations about comfort, self-expression, and breaking beauty norms.

Local Brands Riding the Digital Wave

Homegrown labels like NEIWAI (内外), Ubras, and MissSissi have become household names — not through billboards, but through smart, relatable social content. Ubras, for instance, launched a campaign titled “No More Push-Up” promoting wire-free bras, which garnered over 120 million views on Weibo.

These brands don’t just sell products; they sell empowerment. Their messaging focuses on comfort, inclusivity, and everyday authenticity — values that resonate deeply with Gen Z and millennials.

Data That Speaks Volumes

Check out this snapshot of how social engagement has fueled market growth:

Sources: iResearch China, 2024

Why It’s More Than Just Marketing

The lingerie talk isn’t just boosting sales — it’s shifting mindsets. A 2023 survey by China Youth Daily found that 64% of women aged 18–35 now view lingerie as self-care, not seduction. That’s a seismic cultural shift.

Social media gives users control over the narrative. No more airbrushed models or rigid ideals. Real bodies. Real voices. Real talk.

The Global Ripple Effect

What’s happening in China isn’t staying in China. International brands like Victoria’s Secret are adapting their strategies, launching wireless lines and featuring more diverse models in Asian campaigns. Meanwhile, Chinese influencers are gaining global followings, exporting a fresh, inclusive vision of intimacy wear.

What’s Next?

Expect even bolder conversations. TikTok-style educational clips on bra fitting, sustainability deep dives, and LGBTQ+ inclusive collections are on the rise. As 5G and AI reshape content delivery, personalized lingerie recommendations via chatbots might soon be the norm.

One thing’s clear: social media didn’t just open the lingerie drawer — it threw it wide open. And China is leading the conversation with confidence, creativity, and a whole lot of likes.