Young Consumers Shape Chinese Lingerie Market Preferences

If you've been keeping an eye on China's fashion retail scene, one trend is impossible to ignore: young consumers are completely reshaping the lingerie market. Forget the old-school, purely functional bras and plain cotton sets — today’s Gen Z and millennial shoppers want style, comfort, *and* self-expression. As a lifestyle blogger who’s tracked intimate apparel trends across Asia for over five years, I’ve seen this shift firsthand.

Data backs it up. According to a 2023 report by iiMedia Research, over 68% of Chinese women aged 18–30 prioritize 'comfort' and 'aesthetic design' equally when buying lingerie. That’s a massive jump from just 42% in 2019. And here’s the kicker — nearly 60% say they’re willing to pay premium prices for brands that align with their values, like body positivity and sustainability.

So what does this mean for shoppers and brands? Let’s break it down with real numbers.

Top Lingerie Preferences Among Young Chinese Women (2023)

As you can see, comfort isn’t just a buzzword — it’s the #1 driver. Brands like Ubras have exploded by focusing on wire-free, seamless designs that work under trendy sheer or cropped tops. Meanwhile, NEIWAI has mastered the art of minimalist chic, blending Japanese-inspired simplicity with Chinese consumer tastes.

But it’s not just about looks and feel. Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #MyLingerieStyle and #ComfortOverWire have racked up over 1.2 billion views combined. Influencers aren’t just modeling sets — they’re sharing fit tips, body positivity messages, and even unboxings of eco-friendly packaging.

Another game-changer? The rise of DTC (direct-to-consumer) brands. Unlike traditional retailers, these companies use real-time feedback from users to tweak designs fast. For example, Ubras launched a best-selling 'cloud bra' after analyzing thousands of customer reviews calling for 'something softer than memory foam.'

So, what should you look for as a smart shopper? Here’s my quick checklist:

• Material matters: Opt for breathable, stretchable fabrics like modal, TENCEL™, or recycled nylon.
• Fit over fashion: Even the cutest lace set won’t feel good if it digs in. Look for adjustable straps and wide bands.
• Brand values: Check if the brand supports size inclusivity or uses low-impact dyes. NEIWAI, for instance, publishes its carbon footprint per collection.

The bottom line? The Chinese lingerie market isn’t just growing — it’s evolving. With young consumers demanding more authenticity, comfort, and style, the future is all about personalization and purpose. Whether you're shopping for yourself or studying the market, now’s the time to get comfortable — literally and figuratively.