Men's Lingerie is Having a Moment in China
China is one of the most unexpected markets for men's lingerie, and yet, the category is having a moment, mostly on Xiaohongshu.
The trend is firmly anchored in self-expression and identity building, particularly among younger Chinese consumers (i.e.: Gen Z) who see lingerie as an extension of their well-being as opposed to just a functional garment.
According to Lysander Zhang, the former GQ China Fashion Editor, in recent years, the Chinese men’s lingerie market has shifted towards incorporating more design elements […] Different Chinese brands have also begun to explore their own path of redefining men’s underwear."
Social media platform, Xiaohongshu, perfectly illustrates the category's growth in China. Multiple posts tagged with niche labels like "Boyhood" and "Bulge Ding" count hundreds of thousands of impressions. In addition to selling men's lingerie, Buge Ding also sells shapewear like denim shorts with butt padding, going so far as to use the slogan "bulge your size, enhance the vibe!" for marketing.
A quest for self-expression
Men’s lingerie is a way to assert their identity in a more subtle and mysterious way, particularly in markets that leans towards social conservatism.
Some of the key players in this category are Shanghai-based Nattaup, a contemporary lifestyle brand whose collections include faux-leather patchwork briefs. Saligia, also in Shanghai, uses metallic hardware, leather accents, and premium fabrics like Lyocell and modal in their ranges, drawing on Greek mythology and architecture for inspiration.
Conversely, Pour Lui focuses on creating ranges that seek to elicit refinement rather than provocation
Lucrezia Seu, founder of Shanghai brand strategy agency Plush Consulting, notes that “many emerging independent men’s intimate brands […] are embracing softer aesthetics, sheer fabrics, luxurious textures, and unexpected details that blur the line between intimate apparel and fashion.”
Unsurprisingly, women are key consumers within the category.
