The Asia - Pacific Lingerie market is anticipated to grow at more than 6.49% CAGR from 2026 to 2031.

  • Historical Period: 2020-2024
  • Base Year: 2025
  • Forecast Period: 2026-2031
  • CAGR (2026-2031): 6.49
  • Largest Market: China
  • Fastest Market: India
  • Format: PDF & Excel
Featured Companies
  • 1 . Jocky International, Inc.
  • 2 . Victoria's Secret
  • 3 . Triumph International
  • 4 . Hanesbrand Inc
  • 5 . Leonisa S.A.
  • 6 . Wacoal Ltd
  • More...

Market Analysis

Asia Pacific is expected to account for the largest revenue share over the forecast period owing to changing consumer preferences and increasing demand for luxury apparel because of the increasing disposable income of its population. One of the key factors driving growth in the Asia Pacific lingerie market is the region's large and diverse population of women. With a total population of over 4 billion people, the Asia-Pacific region is home to a significant proportion of the world's female population. This includes a growing number of young and fashion-conscious women who are increasingly interested in purchasing lingerie that reflects their personal style and preferences. Furthermore, seasonal trends also play an important role in the Asia-Pacific lingerie market and can significantly affect sales and profitability for businesses operating in this industry. The impact of seasonal trends can vary across different countries in the region depending on cultural and societal norms. During festive seasons and holidays, such as Chinese New Year, Christmas, and Eid, there is usually an increase in demand for lingerie products. Consumers may purchase lingerie as a gift or wear it themselves to celebrate the occasion. For example, in China, the colour red is considered lucky and is commonly associated with good fortune and wealth, so during the Chinese New Year Season, there may be a higher demand for red lingerie products.

Moreover, seasonal trends can also influence the types of materials and designs used in lingerie products. For instance, during the summer months, consumers may prefer lighter and more breathable materials such as cotton, lace, or mesh, while during the winter, they may opt for thicker and warmer materials such as wool or fleece. According to the research report, " Asia - Pacific Lingerie Market Research Report, 2031," published by Actual Market Research, the Asia - Pacific Lingerie market is anticipated to grow at more than 6.49% CAGR from 2026 to 2031. The market is divided into product types such as knickers or pants, brasseries, shapeware, and others. Knickers or panties are a popular product category in the Asia pacific lingerie market and will have the largest market share in 2022. One of the key drivers of growth in the knickers category is the increasing demand for comfortable and functional underwear. Many consumers in the Asia Pacific region prioritize comfort when choosing their lingerie, and knickers are a popular choice due to their soft and breathable fabrics, as well as their range of sizes and styles. In terms to comfort, affordability is another factor driving growth in the knickers category. Many consumers in the region are price-sensitive and seek out affordable lingerie options. Knickers are often priced lower than other lingerie categories such as bras and shapewear, making them an attractive option for price-conscious consumers. The lingerie market in Asia Pacific is divided into segments based on the material used to make lingerie products.

Satin, cotton, silk, nylon, and other materials are used. Satin has the largest market share in Asia Pacific. This material is known for its soft, silky feel and luxurious appearance, making it a popular choice among consumers in the region. Furthermore, satin is a breathable, lightweight material that offers a comfortable fit and is suitable for a wide range of lingerie styles. .

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Market Dynamic

Market Drivers

• Increasing Disposable Income and Growing Middle Class: The Asia Pacific area is seeing fast economic development, which is resulting in higher disposable incomes, particularly in nations like China, India, and Southeast Asia. With a rising middle-class population, spending on clothing, including lingerie, is on the rise. Consumers are starting to look for stylish and branded items rather than just basic undershirts. Urban development and awareness of fashion trends are also increasing demand. Younger buyers are more open to trying different styles and materials. This transformation plays a significant role in the expansion of the market.

• Heightened Awareness of Fashion, Fit, and Self-Care: A growing understanding of comfort, sizing, and self-care is boosting the demand for lingerie in this region. Buyers are becoming more knowledgeable about different sizes, fabric quality, and design aspects. Social media, fashion influencers, and international brands significantly influence consumer preferences. More women see lingerie as a vital lifestyle item rather than just a necessity. This shift helps maintain steady growth in both urban and semi-urban areas. Market Challenges

• Price Sensitivity and Varied Purchasing Power: Even with growth, numerous markets in the Asia Pacific continue to be quite price-sensitive. A large segment of consumers still favors affordability over high-quality features. This situation restricts the reach of luxurious and high-end lingerie. Brands need to thoughtfully balance expenses, quality, and profit margins. Economic differences among countries lead to fluctuating demand patterns. This issue hampers consistent growth across the market.

• Cultural Limitations and Diverse Consumer Needs: Cultural traditions and conservative beliefs surrounding lingerie in certain countries limit open marketing and acceptance of products. Preferences can fluctuate greatly between regions, making standardization hard. Brands need to tailor their designs, fits, and marketing approaches to suit local markets. This adds to operational difficulties and costs. If brands fail to align with cultural expectations, it could affect their acceptance in the market. Market Trends

• Rapid Expansion of Online Shopping and Mobile Purchases: E-commerce is a prominent trend in the Asia Pacific region, driven by widespread smartphone use. Consumers favor online platforms for their privacy, ease, and variety of choices. E-commerce allows for the availability of brands even in smaller towns. The influence of marketing through social media and social commerce greatly affects buying choices. Simple return policies and discounts enhance this trend. This shift is transforming the lingerie shopping experience in the area.

• Increasing Demand for Comfort-Driven and Practical Lingerie: There is a growing interest in comfort-oriented undergarments, such as wireless bras, cotton innerwear, and breathable materials. Weather conditions and everyday wear preferences shape this trend. Consumers want products that cater to long wear and active lifestyles. Features like moisture control and flexibility are in high demand. Brands are innovating to fulfill these practical requirements.
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Manmayi Raval
Manmayi Raval

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Segmentation

By Product Type Knickers or Panties
Brassiere
Shapewear
Others
By Pricing Rang Economy
Premium
By Material Satin
Cotton
Silk
Nylon
Others
By Distribution Channel Specialty Stores
Online Retail Stores
Supermarkets/Hypermarkets
Other Distribution Channels
Asia-Pacific North America
Europe
Asia-Pacific
South America
MEA



Brassieres dominate the Asia Pacific lingerie market as they are crucial daily essentials that appeal to a wide range of ages and lifestyles, resulting in consistently high demand.

In the lingerie market of the Asia Pacific, brassieres account for the largest segment among various types of products owing to their essential function within women’s daily clothing collections and the swift growth of the consumer market in the region. In pivotal markets such as China, India, Japan, and Southeast Asian nations, brassieres are seen not only as practical undergarments that offer support and comfort but also as fashionable items that express individual style, adaptability, and contemporary trends in apparel. The range within this category spanning T-shirt bras, sports bras, bralettes, push-up models, and multifunctional designs meets diverse cultural, climatic, and activity-related tastes. As disposable income increases and the middle class grows, more buyers are inclined to invest in various styles of brassieres for different events, enhancing total segment sales. The rise of urban living, greater participation of women in the workforce, and strong growth in e-commerce also fuel this leadership by improving the accessibility and visibility of brassieres through online and conventional shopping platforms. Trend-conscious consumers increasingly look for items that blend comfort with aesthetic qualities, prompting brands to innovate in fit, materials, and inclusive sizing, thereby strengthening the allure of brassieres. While alternative products like knickers and shapewear are becoming popular, the high frequency of brassiere purchases in the Asia Pacific guarantees this category stays the largest in terms of sales and market share.

The economy segment is the leading part of the Asia Pacific lingerie market because of significant price sensitivity, a vast population, and a strong demand for budget-friendly everyday underwear.

The economy pricing category claims the most significant portion of the Asia Pacific lingerie market mainly due to the area's large and varied population with different income brackets. While economic improvement is enhancing living conditions, many consumers in nations such as India, Indonesia, Vietnam, and the Philippines remain quite conscious of their spending. For them, lingerie is largely considered an essential item rather than a luxury or fashion statement, which fuels the demand for cost-effective, high-value products. Lingerie at economy prices provides basic comfort, resilience, and availability, making it ideal for everyday use and widespread consumption. Furthermore, the Asia Pacific region boasts numerous local and regional producers specializing in economical manufacturing. Lower costs for labor as well as local sourcing of materials allow companies to sell their products competitively without a large trade-off in quality. Conventional retail options like neighborhood markets, smaller shops, and budget-focused chains also enhance the prominence of the economy sector. Even city dwellers frequently opt for affordable choices for daily wear while saving premium buys for special occasions. Online shopping sites strengthen this pattern by providing discounted economy options and bulk buying opportunities, attracting budget-conscious consumers. Cultural influences also contribute, as more conservative mindsets in specific markets restrict the demand for luxury lingerie. Although premium segments are on the rise, the large number of individuals purchasing affordable lingerie guarantees that the economy pricing category stays the leading segment regarding market revenue in the Asia Pacific.

The growth of silk as a lingerie material in the Asia Pacific is driven by increasing disposable incomes, a greater awareness of fashion, and a heightened demand for luxury and high-end undergarments.

Silk has become the leading material in the Asia Pacific lingerie sector largely due to the rise of the middle class, increasing disposable incomes, and shifting consumer tastes toward luxury items. In markets such as China, India, Japan, and Southeast Asia, shoppers are beginning to see lingerie as not just practical clothing, but as an expression of style, personal luxury, and lifestyle choice. The soft, breathable, and smooth qualities of silk make it especially popular for comfort, particularly in the hot, humid climates found in many parts of this region. Trends towards premium products are significantly boosting the popularity of silk. Consumers are ready to invest more in high-end materials that promise longevity, sophistication, and a luxurious touch. Furthermore, the growth of body positivity and self-care awareness is influencing buying habits towards items that offer a more luxurious experience, prompting brands to enhance their silk lingerie selections. Platforms like social media, influencer marketing, and online shopping are increasing the visibility of silk as a desirable, aspirational choice. Silk also resonates with cultural values that prioritize elegance and sophistication in intimate apparel, especially in East and Southeast Asia, where aesthetic quality is greatly appreciated. Numerous international lingerie brands are expanding their offerings in the Asia Pacific with silk collections, catering to the rising interest in luxury products. These factors improved incomes, premium trends, greater fashion awareness, and cultural preferences have established silk as the fastest-growing material in the Asia Pacific lingerie market.

Online retail platforms lead and expand swiftly in the lingerie market within the Asia Pacific because they offer an extensive range of products, ease of shopping, and both local and international brands, catering to the growing preferences of tech-savvy shoppers.

In Asia Pacific, online retail stores have emerged as the primary and most rapidly expanding channel for lingerie sales, spurred by swift digital transformation in shopping and changing consumer patterns. The high rate of internet usage, the popularity of smartphones, and enhanced digital infrastructure have turned e-commerce into a favored choice for purchasing lingerie, especially in cities throughout China, India, Japan, and Southeast Asia. Online shops present customers with a much larger selection of products compared to traditional physical stores, including brands, luxury collections, and innovative local designers that might not be readily available. Shoppers increasingly prioritize privacy and ease, especially when buying intimate wear, making online shopping more appealing. Tools like virtual fitting guides, comprehensive product descriptions, user reviews, and hassle-free return policies enhance buyer confidence, lower doubts about size and comfort, and promote repeat buying. Marketing through social media and collaborations with influencers increase brand awareness and drive visitors to online stores, while e-commerce sites frequently offer tailored recommendations and discounts, boosting interaction and customer loyalty. Moreover, the expanding middle class and higher disposable incomes promote more online purchases. These elements solidify the position of online retail stores as the leading and most rapidly advancing channel for lingerie sales in the Asia Pacific region.

Market Regional Insights


China dominates the Asia Pacific lingerie market due to its substantial population, increasing disposable income, rapid urban growth, and strong interest in fashion-forward and high-end lingerie styles.

China has positioned itself as the foremost country in the Asia Pacific lingerie sector thanks to an array of demographic, economic, and cultural elements. Being the most populous nation in the region, China offers a vast customer base for lingerie companies. The swift growth of the middle class, along with rising disposable incomes, has enabled consumers to allocate more funds for lifestyle and fashion-related items, particularly premium and designer lingerie. Urban development has also heightened buying power in city areas, where consumers are more exposed to fashion influences and have access to modern shopping experiences. In China, consumer preferences are notably shifting towards self-expression, comfort, and body positivity, transforming lingerie into more than just a functional item it has become a fashion statement. The rise of digital platforms and online shopping has further boosted market growth. E-commerce enables consumers to browse a wide range of both local and international brands, obtain thorough sizing and product insights, and engage in discreet shopping all appealing factors to Chinese shoppers. Social media and influencer endorsements enhance trends and motivate aspirational purchases, contributing to market expansion. Furthermore, local lingerie brands are increasing their market presence by innovating designs, fabrics, and sizing solutions to compete against brands. Government initiatives supporting economic development, investment in distribution infrastructure, and streamlined supply chains also facilitate the wide availability of lingerie across urban and semi-urban regions. The trend towards premium products, paired with heightened awareness of comfort, practicality, and style, has led to more frequent purchases and brand loyalty. These aspects population size, economic power, urban growth, digital engagement, and changing consumer sentiments solidify China’s position as the leading force in the Asia Pacific lingerie market.

Companies Mentioned

  • 1 . Jocky International, Inc.
  • 2 . Victoria's Secret
  • 3 . Triumph International
  • 4 . Hanesbrand Inc
  • 5 . Leonisa S.A.
  • 6 . Wacoal Ltd
  • 7 . Belly Bandit
  • 8 . Chantelle Group
  • 9 . Mas Holdings
  • 10 . Phillips-Van Heusen Corporation
  • 11 . Honey Birdette
  • 12 . Aimer Group
  • 13 . Miraclesuit

Table of Contents

  • Table 1: Influencing Factors for Lingerie Market, 2025
  • Table 2: Top 10 Counties Economic Snapshot 2024
  • Table 3: Economic Snapshot of Other Prominent Countries 2022
  • Table 4: Average Exchange Rates for Converting Foreign Currencies into U.S. Dollars
  • Table 5: Asia-Pacific Lingerie Market Size and Forecast, By Product Type (2020 to 2031F) (In USD Billion)
  • Table 6: Asia-Pacific Lingerie Market Size and Forecast, By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 7: Asia-Pacific Lingerie Market Size and Forecast, By Material (2020 to 2031F) (In USD Billion)
  • Table 8: Asia-Pacific Lingerie Market Size and Forecast, By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 9: China Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 10: China Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 11: China Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 12: China Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 13: Japan Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 14: Japan Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 15: Japan Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 16: Japan Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 17: India Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 18: India Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 19: India Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 20: India Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 21: Australia Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 22: Australia Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 23: Australia Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 24: Australia Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 25: South Korea Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 26: South Korea Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 27: South Korea Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 28: South Korea Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 29: Competitive Dashboard of top 5 players, 2025

  • Figure 1: Asia-Pacific Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 2: Asia-Pacific Lingerie Market Share By Country (2025)
  • Figure 3: China Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 4: Japan Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 5: India Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 6: Australia Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 7: South Korea Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 8: Porter's Five Forces of Global Lingerie Market

Market Research FAQs

The Asia Pacific Lingerie market is expected to grow at more than 5.5% CAGR from 2023 to 2028.
The growth of the Asia Pacific lingerie market is driven by factors such as increasing disposable income, changing consumer preferences, and the availability of a wide range of products and brands.
Some challenges faced by the Asia Pacific lingerie market include intense competition, changing fashion trends, and the increasing popularity of athleisure wear.
E-commerce has had a significant impact on the Asia Pacific lingerie market, making it easier for consumers to shop for lingerie online and providing a platform for smaller and niche brands to reach a wider audience.
The Asia Pacific lingerie market is expected to continue to grow in the coming years, driven by factors such as rising disposable incomes, increasing fashion consciousness, and the popularity of online shopping. However, the market is also likely to face increased competition and changing consumer preferences.
Brassieres are the leading category because they are essential for everyday use, come in various styles, and have growing demand from the expanding middle-class demographics.
The expansion is driven by increasing disposable incomes, urban growth, the rise of online shopping, a greater awareness of fashion trends, and a focus on inclusive and high-quality lingerie choices.
The budget or mass-market pricing category represents the largest portion, as a significant share of the population looks for affordable lingerie that combines comfort with reasonable prices.
Online shopping platforms are the quickest-growing sales channel because of their convenience, extensive selection of products, access to brands, and options like virtual fitting and easy returns.

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