Zhang Fengwei: Culture makes underwear more exciting
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September 20, 2025
The question of what kind of underwear exhibition China needs has resurfaced as the domestic brand underwear market continues to show strong growth. Industry leaders are now rethinking the role of exhibitions, shifting from purely product-focused events to platforms that celebrate culture. Yang Shibin, President of the China Knitting Industry Association, emphasized that the underwear industry should be more than just a showcase for products—it should reflect cultural values and identity.
This shift is evident in the Shenzhen International Brand Lingerie Exhibition (SIUF), which has seen a 100% annual growth rate over five consecutive years. In 2011, SIUF took a bold step by launching the first "Underwear Culture Week," aiming to highlight the cultural essence behind the industry. The event was not just about displaying products but about promoting the deeper values that define Chinese underwear culture.
When asked about the motivations behind the inaugural Underwear Culture Week, Zhang Fengwei, head of the organizing committee, explained that the decision was based on both the current state of the industry and global trends. With the Chinese economy growing steadily and the domestic market showing strong demand, the industry has reached a critical stage where it needs guidance to avoid issues like product homogenization and lack of brand identity.
Zhang pointed out that while the industry is booming, it must also focus on long-term development. The goal is to create a more structured, healthy environment for growth, allowing independent brands to rise and compete globally. He also highlighted the importance of integrating traditional Chinese culture into modern fashion, drawing parallels with how Western brands have successfully adapted Chinese elements to appeal to international audiences.
Compared to previous exhibitions, the Cultural Week places a stronger emphasis on "culture and philosophy." It's not just about showcasing products but about conveying the values, traditions, and innovations that define the industry. Many companies still misunderstand what brand culture truly means, often confusing external image with internal values. Zhang stressed that real brand culture involves long-term commitment, humanistic values, and a sense of responsibility toward consumers and society.
To support this vision, the 2011 Cultural Week featured a wide range of activities, including cultural exhibitions, design contests, public welfare initiatives, and international collaborations. These efforts aimed to bridge the gap between brands and consumers, promoting cross-cultural exchange and fostering a deeper appreciation for Chinese and global underwear culture.
Participation from both domestic and international brands has been enthusiastic. Major Chinese brands such as Ai Mu, An Lifang, and Mani Fen, along with international players like Triumph and Wacoal, have shown interest in joining the event. This reflects a growing recognition of the platform’s value—not just as an exhibition, but as a stage for cultural and commercial dialogue.
In conclusion, the Underwear Culture Week represents a new direction for the industry. It’s not just about selling products; it’s about building a meaningful connection between brands, culture, and consumers. By embracing tradition and innovation, the event aims to elevate the global profile of Chinese underwear and transform “Made in China†into “Created in China.â€