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),

The lingerie market in Southeast Asia is in a structural transformation period and is shifting towards a high-growth, consumer-based market rather than a cost-effective production base. The increasing disposable income, urbanization, and shift in lifestyle preferences are redefining the way lingerie is designed, manufactured, and marketed throughout the region. The main focus of such transformation is countries like Indonesia, Vietnam, Thailand, Malaysia, and Singapore, supported by a robust local market and developing online shopping systems.

Demand Dynamics Reshaping the Market

The comfort, fit, and daily functionality are dominating the consumer demand within the Southeast Asia region, instead of focusing on aesthetic appeal. Sales volumes of briefs and bras held a dominant share because of the necessity and the need to replace them regularly. Therefore, the increased consciousness of body positivity and wellness has stimulated the desire to wear lingerie that fits more and is breathable, as well as skin-friendly. Moreover, urban customers, especially working women, are focusing on practicality and quality, which has a direct impact on product development and assortment strategies throughout the market.

Digital Channels Accelerating Market Reach

The lingerie market in Southeast Asia has been facilitated by e-commerce as one of the most powerful growth drivers. The online platforms enable the brands to remove the traditional retailing constraints through the provision of a broader product line, size inclusiveness, and a personalized buying experience. The adoption of online is being accelerated by mobile-first consumers, better payment infrastructure, and effective last-mile logistics. Therefore, online retailers are projected to achieve a better growth rate than the offline retail, particularly in highly populated and digitally savvy markets like Indonesia and Singapore.

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.

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On July 9, 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.

Growing Urban Middle-Class Population

The growing middle-class urban population in Southeast Asia is expanding the lingerie consumer base, with more women having disposable income to spend on quality and branded innerwear, which drives the market. Additionally, demand for functional and trendy products such as everyday briefs, bras, and shapewear has increased due to urban lifestyles. Moreover, the brand-conscious purchases are further encouraged by exposure to global fashion trends via social media and digital platforms. This demographic trend also favors the development of structured retail and e-commerce technology, enabling easy access to a wide range of lingerie products. This will allow manufacturers and brands to focus on this segment with high-quality, trend-driven, and comfort-focused offerings, spurring growth across the entire market.

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.

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Shaping the Next Phase of Market Expansion

The lingerie market in Southeast Asia has transformed into a demand-driven, digitally empowered consumer market, driven by rising incomes, urbanization, and shifting buying habits. The emergence of strong growth in essential product categories, rapid online expansion, and greater emphasis on comfort and sustainability is transforming competitive strategies. Moreover, countries such as Indonesia and Singapore will remain key markets in the region due to scale, purchasing power, and online maturity. Also, companies that balance affordability and innovation with sustainability are best positioned to achieve long-term growth.

According to UnivDatos the rising urban middle-class population, increasing female workforce participation, growing fashion and lifestyle awareness, expansion of e-commerce and online retail channels, improving retail and logistics infrastructure, increasing demand for comfort and functional innerwear, and growing focus on sustainable and eco-friendly lingerie products drive the Southeast Asia Lingerie market.

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