Chinese Millennial Preferences Shape Lingerie Market Trends

If you're trying to understand the modern lingerie market in China, you can't ignore the millennials. Born between 1980 and 1995, this generation isn't just buying underwear—they're redefining it. No longer is lingerie just about function or tradition; it's become a statement of self-expression, comfort, and empowerment. And brands that get this? They’re winning big.

Comfort Meets Confidence: The New Lingerie Mantra

Gone are the days when tight, structured bras ruled the drawers. Chinese millennials prioritize comfort without sacrificing style. A 2023 survey by McKinsey & Company found that over 68% of urban millennial women prefer soft-cup or bralette styles over underwire options. Why? Because they want to feel good all day—whether they're working from home, heading to a meeting, or meeting friends for boba tea.

This shift has fueled the rise of homegrown brands like NEIWAI (内外) and Ubras, which focus on minimalist design, breathable fabrics, and inclusive sizing. NEIWAI’s annual revenue jumped from ¥500 million in 2019 to over ¥2 billion in 2023—proof that the market rewards brands that listen.

From Taboo to Talked-About: Changing Social Attitudes

Lingerie used to be a hushed topic in China. Not anymore. Thanks to social media platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok), millennials are openly discussing fit, fabric, and body positivity. Hashtags like #MyLingerieStory and #NoMoreUnderwire have millions of views, turning personal journeys into public conversations.

This openness has also encouraged diversity in marketing. Ubras made headlines in 2022 with an ad campaign featuring real women—not models—with unretouched bodies. The campaign went viral, boosting sales by 40% in just two months.

Shopping Smarter: E-Commerce Rules the Game

When it comes to buying lingerie, Chinese millennials aren’t stepping into stores—they’re tapping on apps. Over 75% of lingerie purchases are now made online, according to Statista. Live-stream shopping on Taobao and JD.com has become a go-to method, where influencers demonstrate fit and fabric in real time.

But it’s not just about convenience. It’s about trust. Millennials read reviews, compare materials, and watch try-on videos before clicking ‘buy’. Brands that invest in transparent content win loyalty.

The Data Speaks: Lingerie Preferences at a Glance

Here’s a snapshot of what Chinese millennial shoppers really want:

What’s Next? Sustainability and Self-Love

The future of lingerie in China is personal, ethical, and digital. Millennials care about where their clothes come from—organic cotton, recycled lace, and fair labor practices matter. NEIWAI’s “Zero Feel” line, made with biodegradable fibers, sold out within hours of launch.

But beyond materials, it’s about mindset. Lingerie is no longer just for romance or aesthetics—it’s for the wearer. As one millennial customer put it: “I buy bras I love, not ones I think someone else will.”

In short, Chinese millennials aren’t just shaping trends—they’re rewriting the rules. And the industry? It’s finally catching up.