China Lingerie Market Sees Surge in Plus Size Demand

If you've been keeping an eye on the China lingerie market, one trend is impossible to ignore: the explosive growth of demand for plus size lingerie. As body positivity gains momentum and consumers demand inclusivity, brands that once ignored curvier figures are now scrambling to catch up. I’ve spent years analyzing fashion consumer behavior across Asia, and let me tell you—this isn’t a passing fad. It’s a full-blown revolution.

In 2023, the Chinese plus size apparel market hit $28.5 billion, with intimate wear making up nearly 22% of that pie (Statista, 2024). What’s more telling? A survey by iiMedia Research found that over 67% of women in China wear a size equivalent to XL or above, yet only 15% of mainstream lingerie lines catered to them just two years ago. That gap? It’s closing fast.

Brands like NEIWAI (内外) and Ubras are leading the charge. Ubras, in particular, saw a 92% year-on-year increase in sales of their extended sizes in 2023 after launching a dedicated 'Comfort Curve' line. They didn’t just add bigger sizes—they redesigned cuts using soft, stretchable fabrics and pressure-free straps. Smart move. And smart data.

Why Now? Cultural Shift Meets Smart Commerce

It's not just about size—it's about self-expression. Younger Chinese consumers, especially Gen Z, are rejecting outdated beauty standards. Social media influencers on Xiaohongshu (China’s answer to Instagram) regularly post #MyBodyMyRules content, often tagging inclusive brands. This digital word-of-mouth is gold.

Plus, e-commerce platforms like Tmall have made it easier than ever for niche players to reach nationwide audiences. Data from Alibaba shows that searches for “plus size lingerie China” grew 140% between 2022 and 2023 alone.

Market Leaders vs. Newcomers: Who’s Winning?

Let’s break it down. Here’s how key players stack up in meeting the rising demand:

As you can see, specialization pays off. Maniform, though less known internationally, dominates in fit accuracy and customer loyalty among plus size shoppers. Meanwhile, legacy Western brands like Victoria’s Secret still lag, offering limited ranges and facing criticism for lack of local adaptation.

For savvy shoppers, this boom means better options than ever. But here’s my pro tip: look beyond size labels. Focus on fabric breathability, seam placement, and adjustable features. Brands investing in real fit research—not just scaling up small sizes—are the ones worth trusting.

The bottom line? The China lingerie market is being reshaped by real women, real needs, and real data. And if you're looking for the best picks in plus size lingerie, start with those who listen first.