Future Outlook for the Chinese Lingerie Market 2025

If you're keeping an eye on global fashion trends, here's a hot take: China's lingerie market is heating up — fast. No longer just about function, today’s Chinese consumers want style, comfort, and self-expression wrapped into one sexy package. By 2025, this market isn’t just growing — it’s transforming.

The Rise of the Modern Chinese Lingerie Consumer

Gone are the days when underwear was purely utilitarian. With rising disposable incomes and bold shifts in social attitudes, especially among Gen Z and young millennials, lingerie in China has become a symbol of empowerment and personal identity. Women aren’t buying bras just to wear under clothes — they’re curating collections that reflect confidence, body positivity, and even lifestyle branding.

According to Statista, China’s lingerie market was valued at approximately $18.6 billion in 2023, and is projected to grow at a CAGR of 7.2% through 2025, potentially hitting $21.4 billion. That’s not just impressive — it’s disruptive.

What’s Driving the Boom?

• E-commerce Explosion: Over 85% of lingerie purchases in China happen online, thanks to platforms like Tmall, JD.com, and Douyin (China’s TikTok). Live-stream shopping has turned bra launches into viral events.
• Influencer Impact: KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) are reshaping desires. A single post from a popular beauty vlogger can sell out a new lace set in minutes.
• Localization Meets Global Trends: International brands like Victoria’s Secret are adapting, while homegrown stars like NEIWAI (Undercover) and Ubras are winning hearts with minimalist design and inclusive sizing.

Lingerie That Fits Real Bodies

One major shift? The move away from push-up obsession to comfort-first designs. Seamless bras, cotton sets, and gender-neutral loungewear are surging. Ubras reported a 300% year-on-year increase in sales of their无尺码 (‘no-size-fit’) bras — a game-changer for women tired of ill-fitting garments.

Market Share Breakdown (2024)

As shown, local brands now dominate — proof that understanding cultural nuance beats global glam every time.

Sustainability & Innovation: The Next Frontier

By 2025, expect eco-consciousness to go mainstream. Brands are experimenting with bamboo fiber, recycled lace, and biodegradable packaging. NEIWAI launched a carbon-neutral line in 2023, resonating deeply with environmentally aware urbanites.

Smart lingerie? It’s coming. Wearables that track posture or stress levels via embedded sensors are in early testing phases — blending wellness with intimacy.

The Bottom Line

The Chinese lingerie market in 2025 won’t just be bigger — it’ll be bolder, smarter, and more inclusive. Whether you're a brand trying to break in or a consumer loving the options, one thing’s clear: what’s underneath is finally getting the spotlight it deserves.