Breaking Stereotypes with Chinese Lingerie Narratives

In recent years, the Chinese lingerie market has undergone a quiet revolution—not just in design or fabric, but in storytelling. Gone are the days when lingerie was purely functional or hidden under layers of cultural modesty. Today, Chinese brands are rewriting the narrative, blending tradition with rebellion, sensuality with empowerment.

Take NEIWAI (内外), for example. Founded in 2012, this Shanghai-based brand disrupted the market by championing the slogan “I can wear lace, and I can be strong.” Their campaigns feature real women—athletes, artists, mothers—wearing delicate lace bras not as symbols of male gaze, but as personal expressions of self-love. In 2023, NEIWAI reported over ¥800 million in annual revenue, proving that authenticity sells.

But it’s not just about one brand. A 2024 survey by iiMedia Research revealed that 68% of Chinese women aged 18–35 now view lingerie as a form of self-expression, up from just 39% in 2018. This shift is fueled by social media, where platforms like Xiaohongshu (Little Red Book) have become digital runways for body positivity and inclusive sizing.

Let’s look at the data:

What’s driving this boom? It’s simple: young Chinese women are rejecting outdated stereotypes. They’re no longer choosing between being "modest" or "sexy." Instead, they’re embracing what we call soft power femininity—a blend of grace, strength, and autonomy.

Brands like Ubras have leaned into this with their "No Wire, No Worries" campaign, selling over 10 million wireless bras in 2023 alone. By removing the physical constraint of underwire, they also symbolically removed societal pressure. Clever, right?

And let’s talk inclusivity. While Western brands still struggle with size ranges, Chinese labels are leading the charge. Ubras offers sizes from XXS to 3XL, and NEIWAI recently launched a maternity line that doesn’t sacrifice style for function. Representation matters—and it shows in sales.

Critics once said Chinese consumers wouldn’t pay premium prices for lingerie. They were wrong. The average spending per customer on mid-to-high-end Chinese lingerie rose from ¥240 in 2020 to ¥410 in 2024. Why? Because today’s buyers aren’t just purchasing fabric—they’re buying identity, comfort, and freedom.

So what’s next? Look out for AI-powered fit tools, sustainable fabrics like lotus silk, and more collaborations with local artists. The future of Chinese lingerie isn’t just about looking good—it’s about feeling seen.

In a world where every stitch tells a story, Chinese lingerie isn’t just breaking stereotypes—it’s sewing a new narrative, one bra at a time.