Personal Stories Behind Chinese Lingerie Purchases

When it comes to lingerie, China is no longer just about function—it's a full-blown fashion revolution. From modest cotton bras to bold lace sets, personal stories behind Chinese lingerie purchases reveal shifting cultural attitudes, rising self-expression, and the booming e-commerce boom.

Take 28-year-old Mei from Shanghai. She used to buy plain white bras at local pharmacies. Now? Her shopping cart on Taobao is filled with French-inspired lace bodysuits and matching sets from emerging indie brands like Ubras and NEIWAI (内外). 'It’s not just underwear,' she says. 'It’s how I feel powerful—even if no one else sees it.'

She’s not alone. A 2023 Statista report shows that China’s intimate apparel market hit $15.8 billion in revenue, with an annual growth rate of 9.3%. What’s driving this surge? Let’s break it down.

The Rise of Female Empowerment & Body Positivity

Gone are the days when lingerie was purely for marriage preparation or hiding under clothes. Today’s Chinese women are buying lingerie for themselves—not partners, not parents. Brands like NEIWAI have built campaigns around slogans like 'No Body is Wrong,' celebrating diverse body types.

In fact, a recent survey by QuestMobile found that 67% of female consumers aged 20–35 now view lingerie as a form of self-care, up from just 38% in 2018.

E-Commerce: The Secret Shopping Ally

Privacy matters. Many women still feel shy walking into physical stores. Enter e-commerce. Platforms like Taobao, JD.com, and Pinduoduo offer discreet packaging, anonymous browsing, and endless variety.

Check out this snapshot of online lingerie sales trends:

Notice the shift? Sustainability is now trending. Brands using organic cotton and recycled lace are gaining traction—especially among Gen Z buyers.

Cultural Shifts: From Taboo to Trendy

Just a decade ago, discussing lingerie openly was taboo. Now, influencers post unboxing videos, host live streams trying on bras, and share fit reviews. Social media has normalized the conversation.

WeChat mini-programs and Douyin (TikTok) shoppable videos have turned intimacy into interaction. One viral campaign by Ubras featuring real women of all sizes went viral, racking up over 40 million views.

What’s Next?

The future of lingerie in China isn’t just about sales—it’s about stories. Every purchase tells one: of confidence, comfort, or quiet rebellion. As more women embrace their bodies and choices, the market will keep evolving—bolder, smarter, and more inclusive.

So next time you see a discreet package arrive from Taobao, remember: it might not be just underwear. It could be a small act of liberation.