Gen Z Impact on Chinese Lingerie Consumption 2024

If you're trying to understand the future of lingerie in China, here's a hot take: Gen Z isn’t just changing the game — they’re rewriting the rules. Born between 1997 and 2012, this digitally native, socially aware generation now makes up over 20% of China’s population and is projected to account for nearly 30% of total consumer spending by 2025 (McKinsey, 2023). And when it comes to intimate apparel? They’re demanding comfort, self-expression, and inclusivity — not just sex appeal.

Comfort Over Cleavage: The New Lingerie Mindset

Gone are the days when push-up bras ruled the market. Gen Z shoppers in China are ditching underwire for seamless, breathable fabrics. According to a 2023 Alibaba Consumer Trends Report, searches for “comfortable bras” grew by 68% year-over-year, while “wire-free bras” spiked 82%. Why? Because TikTok influencers and body-positive movements have normalized wearing bras that feel good — not just look good.

Brand Loyalty? Not So Fast.

This generation doesn’t stick with legacy brands just because Mom wore them. In fact, a recent survey showed that 65% of Gen Z consumers in China prefer emerging DTC (direct-to-consumer) lingerie brands that align with their values. Take NEIWAI (内外) and Ubras — both built on minimalism, sustainability, and gender-neutral marketing. Ubras saw a 140% sales jump during the 2023 Singles’ Day festival, largely driven by Gen Z buyers.

Social Media as the Fitting Room

For Gen Z, discovery happens on Xiaohongshu (Little Red Book) and Douyin (China’s TikTok). Over 70% say they’ve purchased lingerie based on influencer reviews or user-generated content. Live-stream shopping has also become a major driver — Ubras partnered with top KOLs like Viya and Li Jiaqi, generating over ¥500 million in combined sales in Q4 2023.

Inclusivity Isn’t Optional

One-size-fits-all? Hard pass. Gen Z demands size diversity and representation. Brands that offer extended cup sizes (D-K) and feature real bodies in ads see 2.3x higher engagement on social platforms. NEIWAI’s “No Body is Wrong” campaign went viral in 2023, boosting brand sentiment by 41% (QuestMobile).

So what’s the takeaway? If you’re in the lingerie space in China, ignoring Gen Z means betting against the future. Their preferences are reshaping product design, marketing, and retail strategy. Whether you're a brand or a curious observer, pay attention — the revolution is already laced up… or should we say, unhooked?

Want deeper insights? Check out our full analysis on Gen Z consumer trends.