Post Pandemic Shifts in Chinese Lingerie Preferences

Since the world hit pause during the pandemic, people in China haven’t just been rethinking their work-from-home wardrobes—they’ve been totally overhauling their lingerie game. Comfort is no longer a luxury; it’s a lifestyle. And brands? They’re scrambling to keep up.

Gone are the days when stiff underwires and tight lace ruled the market. A 2023 McKinsey report showed that 68% of urban Chinese women now prioritize comfort over traditional aesthetics in intimate wear. That’s a massive jump from just 44% back in 2019. Why the shift? Simple: lockdown life made us realize—why suffer for style when you can have both?

Enter the rise of “soft bras” and seamless designs. Brands like NEIWAI (Underway) and Ubras have exploded in popularity by tapping into this new mindset. Ubras reported a 120% year-on-year sales increase in 2022, thanks largely to their wire-free, cotton-blend collections. Social media hasn’t hurt either—on Xiaohongshu (China’s answer to Instagram), #ComfortFirstLingerie has racked up over 450 million views.

But it’s not just about soft fabric. There’s a deeper cultural pivot happening. Chinese consumers, especially Gen Z, are embracing body positivity and self-expression. Bras aren’t just functional—they’re personal. Custom sizing, gender-neutral options, and inclusive marketing campaigns are now table stakes.

Take a look at how the market has evolved:

Sustainability is another quiet but powerful trend. NEIWAI launched a recycled fabric line in 2022, which now accounts for 30% of their total sales. Consumers are reading labels—and they care. Over half of surveyed shoppers in Shanghai and Guangzhou said they’d pay 10–15% more for eco-friendly lingerie.

What’s next? Expect more tech integration—think moisture-wicking fabrics, temperature control, and even smart bras that track posture. But one thing’s clear: the Chinese lingerie market isn’t just bouncing back post-pandemic—it’s evolving with purpose, comfort, and a whole lot of confidence.