Dissecting China’s mens lingerie moment

An unexpected category is quietly gaining ground on Xiaohongshu: men’s lingerie. The self-expressive trend encompasses sheer briefs, lace-trimmed trunks, sculptural pouches, and even corsets — which are finding a growing audience among younger Chinese consumers, propelled by social marketing. Long held at the margins by cultural conservatism, the category now ranks among fashion’s more unexpected growth stories, driven by Gen Z. “In recent years, the Chinese men’s lingerie market has shifted towards incorporating more design elements,” says Lysander Zhang, former GQ China Fashion Editor, and freelance creative consultant. “Different Chinese brands have also begun to explore their own path of redefining men’s underwear. This is a manifestation of personalized items, where more people express true selves from the inside out.” Younger Chinese feel freer to express themselves than older generations, and a more fluid approach to gender has taken hold on Xiaohongshu. In a country where public displays of queerness remain constrained, what a man wears beneath his clothes carries particular weight as a statement of identity. Platform power: Xiaohongshu as cultural incubator Xiaohongshu posts tagged with niche labels like Boyhood and Buge Ding — both little known outside Chinese social media — have racked up hundreds of thousands of impressions. As well as lingerie targeting a male consumer base, Buge Ding also sells body-enhancing fashion like denim shorts equipped with padding on the butt, marketing with a slogan “bulge your size, enhance the vibe!” A post titled “men in corsets actually look kinda good” captures the tone of the conversation: casual, curious and quietly transgressive. Babymans, all but invisible beyond Chinese social media, has drawn some 14,200 likes, almost all of them on Xiaohongshu. Its hashtag “bulgeding,” which mixes underwear with body-conscious denim and styling content, has reached 674,800 impressions. Olivia Plotnick, founder of Wai Social, has tracked the trend closely. “I’ve seen an increase in men posting about topics related to beauty and fashion,” she says. “It seems that as younger male Chinese consumers become more engaged in fashion, grooming, fitness, and lifestyle-related consumption, lingerie is increasingly viewed as an extension of overall personal well-being rather than simply a basic necessity. Platforms such as Xiaohongshu and Douyin are the most influential in shaping consumer perceptions and purchase decisions, but also WeChat Channels are impactful as well among this demographic.” Category definers The labels capitalizing on this moment share a conviction that underwear is an identity statement, not just utility. Shanghai-based Nattaup markets itself as a contemporary lifestyle brand. It offers faux-leather patchwork briefs and double-waistband styles that read as much as streetwear as intimates. Saligia, a Shanghai brand founded in 2019, draws on Greek mythology and architecture, deploying metallic hardware, leather accents, and sculptural motifs alongside premium Lyocell and modal fabrics to create pieces that are as much about presence as comfort. Pour Lui (璞履) takes the opposite direction — quiet luxury in Barbados Sea Island cotton, understated design — appealing to the consumers seeking refinement over provocation. Lucrezia Seu, founder of Shanghai brand strategy agency Plush Consulting, sees these brands as part of a coherent cultural shift. “Many emerging independent men’s intimate brands are redefining the category by positioning underwear as an extension of personal style rather than simply a basic necessity,” she says. “They’re embracing softer aesthetics, sheer fabrics, luxurious textures, and unexpected details that blur the line between intimate apparel and fashion.” A cultural shift The commercial opportunity sits within a broader transformation in how Chinese men, particularly Gen Z, relate to self-presentation. Seu connects it to parallel trends in cosmetics and fragrance: “My general view of current men’s trends is that the traditional expectation of men primarily as providers is shifting. As women become increasingly independent both economically and socially, there is a parallel shift encouraging men to place greater emphasis on self-care, presentation, and overall refinement.” While there is a level of LGBTQIA+ demand, women are also significant buyers in the men’s lingerie field, with some brands positioning their products for heterosexual couples. For international brands and investors watching China, the men's lingerie category offers a useful read on consumer behavior — on identity-driven spending, and on the more openly expressed queerness among young Chinese. Men’s underwear has become an intimate political and cultural signal, and a category for luxury to watch.

Dissecting China’s mens lingerie moment

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Dissecting China’s mens lingerie moment

How Bottega Veneta weaved China’s forever it bag