Key Drivers Behind China's Rising Lingerie Demand

If you’ve been paying attention to global fashion trends, you’ve probably noticed one thing: China’s lingerie market is booming. But what’s really driving this surge? As someone who’s tracked intimate apparel trends across Asia for over a decade, let me break it down with real data and firsthand insights.

Gone are the days when lingerie in China was just about function. Today, it’s a bold statement of self-expression, body positivity, and personal confidence. And brands—both local and international—are scrambling to keep up.

The Shift in Consumer Mindset

The biggest driver? Changing consumer attitudes. Chinese women, especially Millennials and Gen Z, are more open about body image and sexuality than ever before. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 now view lingerie as a form of self-care, not just undergarments.

This shift is fueled by social media, where influencers normalize bra-fit discussions and promote inclusive sizing. Platforms like Xiaohongshu (Little Red Book) and Douyin have become go-to spaces for honest reviews and styling tips—making once-taboo topics totally mainstream.

Market Growth & Key Players

Let’s talk numbers. According to Statista, China’s lingerie market hit $24.7 billion in 2023, with an annual growth rate of 9.3%. That’s nearly double the pace of Western markets.

Homegrown brands like NEIWAI (内外) and Ubras are leading the charge. Ubras, known for its wire-free bras, saw revenue jump from ¥1.8 billion to ¥6.8 billion between 2019 and 2022. Their secret? Minimalist design, comfort-first messaging, and nailing the e-commerce game.

Why Comfort & Inclusivity Win

Another major trend? The death of the push-up bra. Seriously. Sales of traditional padded bras dropped by 14% from 2020 to 2023, while seamless and sports-style bras grew by 22% annually.

Women want comfort without sacrificing style. This is where brands focusing on inclusive fit and fabric innovation shine. NEIWAI, for example, offers sizes up to XXL and uses breathable bamboo fiber—something Western brands are only beginning to adopt at scale.

What’s Next?

Looking ahead, expect more personalization, sustainability, and tech integration. Some startups are already testing AI-powered fit guides and recycled-material lines.

The bottom line? China isn’t just catching up to global lingerie trends—it’s setting them. Whether you’re a brand or a shopper, now’s the time to understand what’s fueling this intimate revolution.