Southeast Asia Lingerie Market: Current Analysis and Forecast (2025-2033)

Southeast Asia Lingerie Market Size & Forecast

The Southeast Asia Lingerie Market was valued at USD 3,527.52 million in 2024 and is expected to grow at a strong CAGR of around 7.75% during the forecast period (2025-2033F), driven by rising urban middle-class populations and increasing female workforce participation.

Southeast Asia Lingerie Market Analysis

Lingerie refers to undergarments worn by women to support and enhance their appearance, including bras, briefs, shapewear, and sleepwear. These are usually made from soft, comfortable, and, in some cases, decorative fabrics to provide utility and style.

In Southeast Asia, luxury brands and manufacturers are increasingly turning to e-commerce platforms, omnichannel retail, and digital marketing to reach urban, digitally savvy customers. Also, companies are prioritizing product development, including shapewear, comfortable looks, and size-inclusive collections, and incorporating sustainability into their operations, involving sustainable materials and ethical manufacturing methods. Moreover, the rising adoption of customization, personalization, and data-driven sizing recommendations aims to increase consumer experience and reduce the rate of returns.

On 9 July 2025, XIXILI, the leading lingerie brand known for championing comfort and inclusivity, launched its latest collection in the Singapore market: the Jelly Padded Bra. Engineered to provide cloud-like softness and wireless support, this new collection is designed to be essential in every woman's daily wardrobe, combining thoughtful design with technology that prioritises real comfort and fit.

Southeast Asia Lingerie Market Trends

This section discusses the key market trends that are influencing the various segments of the Southeast Asia Lingerie market, as found by our team of research experts.

Increasing Demand for Sustainable and Eco-Friendly Fabrics

The lingerie market in Southeast Asia is shifting toward more sustainable, environmentally friendly fabrics, driven by growing consumer awareness of environmental impact and ethical production methods. Adding to this, the brands use organic cotton, recycled fabrics, and low-impact dyes, attracting environmentally conscious consumers. This is leading to innovation in manufacturing processes and materials sourcing, and it is also affecting branding and marketing strategies. Subsequently, more sustainable lingerie brands are developing a competitive advantage and capturing an increasing number of green-conscious buyers.

Southeast Asia Lingerie Industry Segmentation

This section provides an analysis of the key trends in each segment of the Southeast Asia Lingerie market, along with forecasts at the country level for 2025-2033.

The briefs lingerie market dominated the market share in 2024.

Based on product type, the market is segmented into briefs, bras, shapewear, sleepwear, and others. Among these, the briefs lingerie market held the dominant share in 2024. The Southeast Asian lingerie market continues to expand, with briefs being the most commonly purchased and used product line. The segment drives high repeat-purchase volumes across age groups and income levels, providing a stable income for producers and sellers. Also, the segment's affordability, design, and fabric diversification serve both mass-market and premium consumers, making it a strong asset for expansion. With increasing comfort, style, and sizing across brands, briefs are widely adopted, which drives the market.

The online segment is expected to grow with a significant CAGR during the forecast period (2025-2033).

Based on the distribution channel, the Southeast Asian Lingerie market is segmented into offline and online. Among these, the online segment is expected to grow at a significant CAGR during the forecast period (2025-2033). The digital distribution channel allows brands to reach digitally savvy consumers across regions that conventional retail stores do not serve. E-commerce sites offer convenience, a wide range of products, and customized size recommendations, which enhance the customer experience and reduce returns. The adoption is further being enhanced by rapid internet penetration, social media marketing, and influencer promotion. Online sales are increasing and represent one of the company's growth avenues, targeting urban, tech-oriented customers.

Indonesia held a dominant share of the Southeast Asian Lingerie market in 2024

Indonesia's large population and rising middle-income population are significant drivers of market growth. The growing disposable income, urbanization, and the increasing participation of women in the workforce are increasing the demand for both basic and high-quality lingerie products. Adding to this, the development of the retail infrastructure and e-commerce penetration will allow reaching a broader audience, especially in the tier-2 and tier-3 cities. Moreover, the increased fashion awareness and adoption of digital are the factors that make Indonesia an area of growth for lingerie companies operating within the region. For example, in September 2023, Hong Kong-based lingerie and fashion brand 6ixty8ight launched its first location in Indonesia after seeking a retail franchise partner in the country for a year. The store, a joint venture between 6ixty8ight and Indonesian retailer Erajaya Active Lifestyle, will be located on the ground floor of Mall of Indonesia in Jakarta. This month, 6ixty8ight plans to open its first location and open six more in cities including Makassar and Surabaya.

Southeast Asia Lingerie Industry Competitive Landscape

The Southeast Asia Lingerie market is competitive, with several global and international market players. The key players are adopting different growth strategies to enhance their market presence, such as partnerships, agreements, collaborations, new product launches, geographical expansions, and mergers and acquisitions.

Top Southeast Asia Lingerie Companies

Some of the major players in the market are Triumph Intertrade AG (Triumph Group), WACOAL HOLDINGS CORP., LOVELY-VN LINGERIE MANUFACTURING COMPANY LIMITED, Aímer, Tantex Pte Ltd, Phattaya Industrial Co., Ltd., SIAM CLOTIHING SUPPLIER CO.,LTD, XIXILI Intima Sdn Bhd, Hop Lun (Hong Kong) Limited, Sabina Public Company Limited.

Recent Developments in the Southeast Asia Lingerie Market

• In August 2024, Victoria's Secret officially opened its first store at Lotte Mall West Lake, one of Hanoi's newest shopping destinations. The store features innovative designs that provide a unique layout as well as streamlined navigation to effortlessly guide shoppers throughout the space while creating a welcoming and seamless shopping experience. The store’s product offerings include Victoria’s Secret’s signature bras, panties and sleepwear across a multitude of collections including Very Sexy, Body by Victoria, T-Shirt and Dream Angels.

Southeast Asia Lingerie Market Report Coverage

Reasons to Buy the Southeast Asia Lingerie Market Report:

• The study includes market sizing and forecasting analysis confirmed by authenticated key industry experts.

• The report briefly reviews overall industry performance at a glance.

• The report covers an in-depth analysis of prominent industry peers, primarily focusing on key business financials, product portfolios, expansion strategies, and recent developments.

• Detailed examination of drivers, restraints, key trends, and opportunities prevailing in the industry.

• The study comprehensively covers the market across different segments.

Customization Options:

The Southeast Asia Lingerie Market can further be customized as per requirements or any other market segment. Besides this, UnivDatos understands that you may have your own business needs; hence, feel free to contact us to get a report that completely suits your requirements.