From Tradition to Trend The Rise of Guochao in Intimate Apparel

If you're still thinking traditional lingerie means lace, French cuts, and European luxury brands — it’s time to wake up. There’s a new player on the scene, and it’s proudly made in China: Guochao intimate apparel. Blending cultural pride with modern design, homegrown Chinese brands are redefining what comfort, style, and identity mean in the underwear drawer.

Forget outdated stereotypes. The Guochao movement — literally 'nation trend' — has stormed fashion, beauty, and now, intimate wear. From Li-Ning’s runway swagger to Huawei’s sleek aesthetics, Chinese consumers are choosing local with confidence. And when it comes to bras, panties, and loungewear? The shift is real.

Take Nei’z (内之), a Shanghai-based brand that launched in 2021. They’ve seen a 300% YoY sales jump by combining minimalist silhouettes with silk blends inspired by Hanfu linings. Or Peach John’s domestic rival, Ubras, which reported over ¥1.5 billion in annual revenue by focusing on wire-free, body-positive designs rooted in Chinese sizing standards — not Western ones.

Why’s this happening now? Let’s break it down.

The Data Doesn’t Lie: Guochao Is Growing Fast

According to iiMedia Research, China’s intimate apparel market hit ¥180 billion in 2023, with domestic brands capturing 46% share — up from just 28% in 2018. Meanwhile, global giants like Victoria’s Secret have shuttered 30+ stores across Tier-1 cities since 2020.

What stands out? Chinese brands aren’t just competing — they’re leading in innovation tailored to real Asian body types. While Western brands stick to rigid cup sizes (hello, B-cup obsession), Ubras uses 3D scanning data from over 100,000 Chinese women to build inclusive fits.

And let’s talk values. Gen Z shoppers don’t just buy products — they buy identity. A 2023 Alibaba report found that 68% of women aged 18–30 prefer brands that incorporate Chinese elements like cloud motifs, ink-dye patterns, or sustainable silk sourcing. That’s not nostalgia — it’s national pride with a side of self-expression.

Still skeptical? Try one. Brands like Nei’z offer trial packs starting at ¥99. Compare that to a $80 VS ‘Lucky’ set shipped from the US with questionable ethical practices. Oh, and did we mention most Guochao lingerie brands use eco-certified dyes and partner with female-led factories?

The bottom line: This isn’t a fad. It’s a cultural reset. Whether you’re into minimalism, heritage craftsmanship, or just want a bra that actually fits, the future of intimate apparel is homegrown, confident, and unapologetically Chinese.