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 brand underwear market continues to show strong growth. This topic has once again drawn attention from industry leaders. When interviewed by the reporter, Yang Shibin, President of the China Knitting Industry Association, emphasized that the underwear industry should focus on cultural expression rather than just product display. In line with this vision, the Shenzhen International Brand Lingerie Exhibition (SIUF), which has seen a 100% growth rate for five consecutive years, launched its first "Underwear Culture Week" in 2011 after extensive preparation and demonstration.
When culture and industry intersect, what kind of platform can emerge? And what changes will this bring to brand underwear companies? To explore these questions, the reporter spoke with Zhang Fengwei, head of the organizing committee for the first China International Underwear Cultural Week.
Reporter: After SIUF became the most influential brand underwear exhibition in China, what were the key considerations behind launching the first Underwear Culture Week?
Zhang Zong: We must start by looking at the current state of the underwear industry. Over the past few years, the sector has maintained an average growth rate of around 20%, driven by expanding consumer demand and a more mature consumption mindset. This has created unprecedented opportunities for development, providing favorable conditions for the launch of the Underwear Culture Week.
Moreover, examining global and domestic trends in the underwear industry and market, we see that rapid development can lead to issues such as excessive competition, product homogenization, and a lack of brand culture and international competitiveness. These challenges require guidance to ensure the industry develops in a more orderly and healthy way, fostering more independent brands and eventually creating internationally recognized names.
Additionally, China’s steady economic growth and industrial advantages have attracted increasing global attention. As seen in recent years, when traditional Chinese elements like the Tang suit gained international recognition, it reflected the growing influence of Chinese culture. With China’s continued economic rise, it is reasonable to expect that the country will become a global fashion hub, with cities like Paris and Milan being joined by new fashion capitals. Therefore, holding the Underwear Culture Week now is not just about promoting exhibitions—it's about aligning with economic and market trends, ensuring healthier industry development, and using cultural inheritance to boost China’s brand image and global influence.
Reporter: What makes the Cultural Week different from previous exhibitions?
Zhang Zong: While brand popularity doesn’t always equate to brand value, cultural depth does. For example, Kung Fu is Chinese, but when combined with American storytelling in "Kung Fu Panda," it becomes widely accepted. Culture acts as a carrier in idea dissemination. To promote Chinese underwear globally, we need to blend traditional culture with modern concepts so that the world recognizes and accepts Chinese values.
Compared to past events, the biggest shift in this year’s Cultural Week is its emphasis on “culture and philosophy.†Many companies want to showcase their brand culture, but often misunderstand it as just visual branding. Real brand culture goes deeper, reflecting values, humanism, and social responsibility. Just like a person’s appearance reflects style, their inner thoughts represent true culture. Through the SIUF platform, we hope companies can go beyond surface-level branding and truly express the core values of health, technology, fashion, and environmental protection.
To support this vision, the 2011 Cultural Week featured activities such as “China and the World of Underwear Culture,†historical achievements of the Chinese underwear industry, cultural exhibitions, trend showcases, public welfare events, design contests, model competitions, shopping events, and initiatives like sending undergarments to rural areas. All activities revolved around the theme of culture, aiming to bridge the gap between brands and consumers while promoting multicultural exchange and strengthening China’s global brand presence.
Reporter: How are companies responding to the Cultural Week?
Zhang Zong: Our efforts focus on both exhibitors and professional buyers. After five years of growth, SIUF’s influence has expanded, shifting from attracting talent to attracting investment. Companies are more engaged than ever, leading us to double the exhibition space to 30,000 square meters. Currently, 70% of booths are already booked, with participation from well-known brands like Ai Mu, An Lifang, Mani Fen, and others. Industrial clusters from Shenzhen, Zhongshan, and Shantou are also involved. International brands like Triumph and Wacoal are in discussions, showing strong interest in leveraging the SIUF platform to introduce global underwear culture to Chinese consumers.
Reporter: How do you evaluate the value of the Cultural Week?
Zhang Zong: The development of the underwear industry shapes the platform, and the platform, in turn, supports the industry. The Underwear Culture Week is not just an exhibition—it’s a stage where Chinese and global underwear culture and brand stories can be shared and amplified. By promoting traditional Chinese underwear culture, the event raises awareness of the importance of culture in fashion communication and encourages greater attention to China’s fashion industry.