How Chinese Lingerie Reflects Shifting Gender Roles

In recent decades, the lingerie scene in China has transformed from a hush-hush taboo to a bold symbol of female empowerment and evolving gender dynamics. Gone are the days when underwear was purely functional or hidden under layers of modesty. Today, Chinese lingerie tells a story — one of independence, self-expression, and shifting societal roles.

Historically, traditional Chinese values emphasized restraint, especially for women. Corsets were never the norm, but societal 'invisible corsets' certainly were. Fast forward to the 2020s, and brands like NEIWAI (内外), Ubras, and Curvy Mei are redefining intimacy wear with slogans like 'Real, not perfect' and 'Wear what feels right.'

This shift isn’t just cultural — it’s economic. The Chinese lingerie market reached $15.8 billion in 2023, with an annual growth rate of 9.3% (Statista, 2024). More importantly, over 68% of purchases are now made directly by women themselves — a stark contrast from the early 2000s when most lingerie was bought as gifts by men.

The Rise of Female-Centric Design

Modern Chinese lingerie brands prioritize comfort, inclusivity, and body positivity. Take NEIWAI’s best-selling 'Soft Cup Bra' — designed without underwire, using breathable organic cotton, and available in sizes up to 40DD. It’s no wonder they’ve expanded into global markets.

Compare this to Victoria's Secret, whose fantasy-focused image once dominated China but failed to resonate with local values. In 2021, Victoria's Secret closed several flagship stores, while Ubras saw online sales jump by 140% during that same period.

Data Speaks: Women Are Buying for Themselves

This data shows more than market growth — it reveals a quiet revolution. Women aren’t just buying bras; they’re claiming autonomy over their bodies and choices.

Social Media & Body Positivity

Platforms like Xiaohongshu (Little Red Book) and Douyin have become battlegrounds for representation. Campaigns featuring models of all sizes, skin tones, and even stretch marks go viral. Ubras’ 2022 campaign '#NoBodyIsPerfect' amassed over 200 million views, celebrating real women in everyday settings.

'We don’t sell dreams of seduction,' says Liu Ying, marketing director at NEIWAI. 'We sell confidence, comfort, and care.' This messaging resonates deeply with urban millennials and Gen Zers who value authenticity over glamour.

What’s Next?

As gender roles continue to evolve, so will intimate apparel. Unisex loungewear lines are emerging, and sustainability is becoming a priority — with brands using recycled fabrics and eco-friendly packaging.

The message is clear: Chinese lingerie is no longer about pleasing the male gaze. It’s about self-love, identity, and social change. From silent constraint to stylish liberation, every stitch tells a story of progress.