Rising Influence of Social Media on Lingerie Trends China

In the digital age, social media isn’t just changing how we chat or share selfies—it’s reshaping entire fashion industries. Nowhere is this more evident than in China’s booming lingerie market, where platforms like Xiaohongshu (Little Red Book), Douyin (TikTok), and Weibo are turning influencers into trendsetters and consumers into active participants in style evolution.

Gone are the days when lingerie was purely functional or hidden from view. Today, it's a bold fashion statement—thanks largely to social media. Chinese consumers, especially Gen Z and young millennials, now treat bras, panties, and loungewear as outerwear-worthy pieces. A 2023 report by Statista shows that China’s intimate apparel market hit $18.7 billion in revenue, with online sales accounting for over 65%. And guess where most discovery happens? You guessed it—social feeds.

Influencers play a pivotal role. On Xiaohongshu, top KOLs (Key Opinion Leaders) post try-on hauls, 'day-in-the-life' vlogs, and even bra-fitting guides. These aren’t ads—they feel personal, authentic, and highly persuasive. One viral post can send a niche brand’s sales soaring by 300% overnight. Brands like NEIWAI (内外) and Ubras have mastered this playbook, using real-body campaigns and body-positive messaging to resonate with modern Chinese women.

Let’s break down the data:

Top Platforms Driving Lingerie Trends in China

The shift isn’t just about visibility—it’s cultural. Traditional modesty norms are softening. Women now openly discuss comfort, fit, and self-expression. Hashtags like #MyLingerieStyle and #NoPushUpChallenge have millions of views, celebrating natural shapes and rejecting outdated beauty standards.

Brands are listening. Ubras launched its 'Zero Feel' bra line, promoted heavily via short videos showing women running, dancing, and working—all without wires. The campaign racked up over 500 million impressions. NEIWAI’s 'Real Bodies' series features unretouched images of women of all sizes, striking a chord in a society long dominated by airbrushed ideals.

But it’s not all smooth sailing. With rapid trend cycles comes sustainability concerns. Fast-fashion lingerie brands flood feeds with cheap, trendy sets, contributing to waste. Forward-thinking companies are responding with eco-materials and take-back programs—another topic gaining traction online.

In short, social media hasn’t just influenced lingerie trends in China—it’s redefined them. From discovery to discourse, platforms empower users to shape what’s sexy, comfortable, and socially meaningful. For brands, success now hinges on authenticity, agility, and a genuine connection with the digital-savvy Chinese consumer.

So next time you scroll past a bra review or a loungewear flat lay, remember: you’re not just seeing an ad. You’re witnessing a cultural revolution—one post at a time.