Intimacy and Identity in Chinese Lingerie Culture

In recent years, the Chinese lingerie market has blossomed into a vibrant arena where intimacy meets identity. No longer just about function, lingerie in China has become a powerful symbol of self-expression, empowerment, and cultural evolution. With urbanization, rising female incomes, and shifting social attitudes, the way Chinese women view intimate apparel is transforming — fast.

According to Statista, China’s lingerie market was valued at over $20 billion in 2023, with an annual growth rate of nearly 9.5%. This surge isn’t just driven by fashion trends; it reflects deeper changes in gender dynamics and personal identity.

The Rise of Homegrown Brands

International giants like Victoria’s Secret once dominated, but now local players such as NEIWAI (内外) and Ubras are leading the charge. These brands focus on comfort, inclusivity, and authenticity — values that resonate with modern Chinese consumers.

Take NEIWAI, for example. Founded in 2012, it rebranded from "underwear" to "inner wear," emphasizing emotional connection and body positivity. Their 2022 campaign “I Wear What I Feel” went viral on Xiaohongshu (Little Red Book), sparking conversations about self-love and sexual autonomy.

Changing Body Ideals

Gone are the days when slim, padded bras ruled. Today’s Chinese women embrace diverse body types. A 2023 survey by QuestMobile found that 68% of women aged 18–35 prefer seamless, wireless designs — a clear shift toward comfort over traditional sex appeal.

Lingerie as Language

In Chinese culture, talking about intimacy has long been taboo. But now, lingerie acts as a quiet language of selfhood. For many young women, choosing a soft cotton bra or a bold red set isn’t just personal — it’s political. It says: I exist beyond tradition. I define my own sensuality.

Social media fuels this revolution. On platforms like Weibo and Douyin, hashtags like #MyBodyMyChoice and #NoMorePads have millions of views. User-generated content normalizes real bodies, stretch marks, and all.

The Future: Sustainable & Smart

What’s next? Sustainability and tech integration. Brands are launching eco-friendly lines using bamboo fiber and recycled lace. Ubras introduced a biodegradable bra in 2023, reducing environmental impact by 40%.

Meanwhile, smart lingerie — embedded with health sensors — is gaining traction. One startup, MeiCare, offers bras that monitor breast health and stress levels, blending intimacy with wellness.

As China’s intimate apparel market evolves, it’s clear: lingerie is no longer hidden in drawers. It’s stepping into the light — stylish, sincere, and unapologetically personal.