Chinese Lingerie Culture and Body Positivity Movement

In recent years, China's lingerie scene has gone from shy whispers to bold statements — and it’s not just about lace and silk anymore. The rise of the body positivity movement has sparked a cultural shift, turning intimate apparel into a powerful form of self-expression and empowerment. Forget outdated notions of 'perfect' bodies; today’s Chinese women (and men!) are embracing curves, scars, stretch marks, and all things real.

Brands like NEIWAI (内外) and Ubras have led the charge, ditching Photoshop-heavy ads for real people of all shapes, sizes, and skin tones. NEIWAI’s slogan — 'True Beauty Lives Inside' — isn’t just marketing fluff. It’s a manifesto. In 2023, their campaign featured models with visible cellulite, surgical scars, and even pregnant bellies. Sales? Up 68% year-over-year. That’s not coincidence — that’s connection.

Let’s talk numbers. A 2023 survey by iiMedia Research found that 72% of Chinese women aged 18–35 now prioritize comfort and self-confidence over traditional 'sexy' aesthetics when buying lingerie. And get this: the Chinese intimate apparel market hit ¥145 billion (~$20 billion USD) in 2023, with body-positive brands capturing nearly 30% of that share.

Social media is fueling the fire. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #MyBodyMyRules and #LingerieForAll have billions of views. Real users post unfiltered photos in bras and panties — no smoothing, no angles, just authenticity. It’s raw, relatable, and revolutionizing how we think about beauty.

And let’s not forget men. Yes, men! While still niche, male-oriented lingerie and body positivity content are gaining traction on platforms like Bilibili. It’s a quiet but growing push against rigid gender norms.

So what’s next? Experts predict AI-driven fit tech and inclusive sizing (think extended cup sizes and adaptive designs) will dominate the next wave. But more than tech, it’s the mindset shift that matters. Lingerie in China is no longer just worn under clothes — it’s a statement worn proudly on the inside, shaping identity one stitch at a time.

The message is clear: your body isn’t a problem to fix. It’s a story to celebrate. And in China’s new lingerie era? Everyone’s invited to the fitting room.