The Rise of "Guochao": How National Trends Are Influencing Chinese Lingerie

In recent years, a cultural wave known as Guochao—literally "national潮 (trend)"—has swept across China's fashion landscape. No longer confined to sneakers or streetwear, this movement is reshaping intimate apparel, with Chinese lingerie brands embracing heritage, craftsmanship, and bold national identity. From silk embroidery rooted in Ming Dynasty techniques to modern cuts inspired by traditional qipao silhouettes, Guochao is redefining what it means to feel sexy and proud.

According to a 2023 report by McKinsey, domestic fashion brands in China saw a 17% year-on-year increase in market share, with lingerie emerging as one of the fastest-growing segments. Consumers, especially Gen Z and young millennials, are increasingly drawn to brands that reflect cultural pride. Platforms like Xiaohongshu (Little Red Book) and Taobao have become digital runways for homegrown labels such as NEIWAI (内外), Ubras, and Miss Fox—names that blend minimalist aesthetics with distinctly Chinese symbolism.

Take NEIWAI, for example. Since its launch in 2012, the brand has positioned itself as a pioneer in the Chinese lingerie revolution. In 2022, it reported over ¥1.5 billion in annual revenue, with over 60% of customers citing "cultural resonance" as a key purchase driver. Unlike Western brands that often emphasize overt sensuality, Guochao lingerie focuses on comfort, subtlety, and emotional connection—values deeply embedded in Chinese philosophy.

What sets these brands apart isn’t just design—it’s storytelling. Miss Fox integrates elements from Peking opera headdresses into lace trims, while Ubras launched a Lunar New Year collection featuring embroidered zodiac motifs using ancient Suzhou embroidery techniques. These aren’t gimmicks; they’re statements of identity.

Key Guochao Lingerie Brands & Market Performance (2023)

The data speaks volumes: authenticity sells. A 2022 survey by iResearch found that 68% of Chinese women aged 18–35 prefer lingerie that incorporates traditional elements, compared to just 39% in 2018. This shift reflects broader societal changes—rising national confidence, digital empowerment, and a rejection of Western beauty standards.

Moreover, sustainability aligns seamlessly with Guochao values. Many brands use eco-friendly dyes derived from indigo and gardenia, echoing ancient herbal dyeing methods. NEIWAI’s “No Wire, No Worry” campaign not only promotes comfort but also nods to Daoist principles of natural flow—further deepening emotional engagement.

In conclusion, the rise of Guochao in Chinese lingerie isn’t just a trend—it’s a cultural renaissance. As global fashion grapples with inclusivity and identity, China’s intimate apparel market offers a powerful blueprint: blend heritage with innovation, and let culture lead desire.