Young Consumers Drive Chinese Lingerie Trends

China's lingerie market is undergoing a quiet revolution — and it’s being led by young, confident women who aren’t afraid to embrace self-expression. No longer just about function, lingerie has become a symbol of empowerment, individuality, and body positivity. Driven by Gen Z and millennial shoppers, the industry is shifting fast, with bold designs, inclusive sizing, and digital-first brands taking center stage.

So, what’s fueling this transformation? Let’s dive into the data, trends, and cultural shifts shaping the future of Chinese lingerie.

The Rise of Youth-Led Fashion

Young consumers — especially those aged 18 to 35 — now account for over 65% of China’s lingerie sales (Euromonitor, 2023). Unlike previous generations, they view lingerie not as a hidden necessity but as an extension of personal style. Social media platforms like Xiaohongshu and Douyin have amplified this mindset, turning intimate apparel into shareable fashion statements.

Brands are responding with bolder colors, lace-trimmed sets, and gender-fluid designs. Ubras, a homegrown favorite, reported a 40% year-on-year revenue increase in 2023 by focusing on comfort, minimalism, and influencer marketing. Similarly, NEIWAI (meaning 'inner & outer') has built a cult following by promoting body inclusivity and mental wellness alongside its products.

From Function to Feeling: What Buyers Want

Today’s shoppers care less about push-up padding and more about how a piece makes them feel. Comfort, sustainability, and emotional resonance are top priorities. A 2023 McKinsey survey found that 72% of young Chinese women prefer wireless bras, citing health and ease as key factors.

Here’s a snapshot of current consumer preferences:

These numbers reveal a clear trend: modern buyers want more than lace and allure — they want values-aligned choices. That’s why brands embedding storytelling, wellness, and social responsibility into their identity are winning trust and loyalty.

Digital-First Dominance

E-commerce isn’t just convenient — it’s transformative. Over 80% of lingerie purchases in China happen online, according to Alibaba’s 2023 report. Live-streaming sales on Taobao and JD.com have skyrocketed, with Ubras once selling 10,000 units in under 10 minutes during a Singles’ Day broadcast.

Why does this work? Because digital platforms allow for anonymity, personalized recommendations, and real-time interaction. Young shoppers can explore styles without judgment, ask questions live, and see diverse body types modeling the same set — a game-changer for confidence and conversion.

Cultural Shifts & The Future Outlook

Beneath the sales figures lies a deeper cultural shift. Chinese youth are redefining femininity — embracing softness without sacrificing strength, sensuality without objectification. Lingerie is no longer taboo; it’s a tool for self-care and autonomy.

Looking ahead, expect more innovation in smart fabrics, AI-driven fit tools, and cross-category collaborations (think lingerie x athleisure). The market is projected to hit $18 billion by 2026 (Statista), with youth remaining the primary growth engine.

In short, the Chinese lingerie scene isn’t just evolving — it’s being reinvented from within. And if you’re not paying attention to the young women leading the charge, you’re missing the whole story.