Asia Pacific Underwear Market Size, Share & Trends Analysis Report By Gender (Men, Women), By Distribution Channel (Department Stores, Supermarkets, Underwear Shop, Online), By Region, And Segment Forecasts, 2025 - 2030

Asia Pacific Underwear Market Size & Trends

The Asia Pacific underwear market size was estimated at USD 26.18 billion in 2024 and is expected to grow at a CAGR of 7.7% from 2025 to 2030. The market growth is mainly driven by several key factors and trends. Firstly, the region's rising disposable income and urbanization are enabling consumers to invest in premium and fashionable underwear, which is reflected in the increasing demand for quality fabrics, enhanced fit, and branded products. For instance, Chinese and Indian consumers are increasingly favoring premium brands, propelling the market toward higher revenue segments.

The region has embraced digital shopping, with e-commerce platforms such as Lazada, Shopee, and Myntra making underwear more accessible to a broader audience. This digital shift has allowed brands to reach remote areas, creating a marketplace where consumers can access the latest products. Moreover, companies like Japan’s GU and India’s Clovia leverage online channels and social media marketing to build brand awareness and loyalty, particularly among younger, tech-savvy shoppers.

Cultural shifts promoting body positivity have also made waves in Asia, influencing consumers to demand products that cater to diverse body shapes and sizes. The adoption of inclusive sizing by brands like Victoria's Secret in Asian markets exemplifies this shift. Additionally, regional brands are tailoring designs to better fit local body types and preferences, which enhances consumer satisfaction and brand loyalty.

As interest in fitness and active lifestyles rises across Asia-Pacific, functional underwear designed for performance is gaining popularity. Moisture-wicking, anti-odor, and ergonomic designs are increasingly valued by consumers engaged in sports or outdoor activities. For instance, brands like Under Armour and Decathlon are capitalizing on this demand by offering specialized products for active individuals, catering to markets in South Korea, Australia, and India, where fitness culture is particularly strong.

Gender Insights

The women’s underwear product segment accounted for the largest revenue share of 64.8% in 2024. The cultural shifts promote acceptance of diverse body shapes and sizes; women in the region are actively seeking brands that cater to various body types with inclusive sizing options. This shift has encouraged both international and regional brands to expand their product ranges, moving beyond the traditional “one-size-fits-all” approach. Brands like Wacoal and local Asian labels are now offering extended sizes and customized fits, responding to this evolving demand.

The men’s underwear market segment is projected to grow at a CAGR of 7.2% from 2025 to 2030 due to evolving lifestyle choices, increasing disposable incomes, and shifting cultural attitudes towards self-care and style. Urbanization and economic development in countries like China, India, Japan, and Southeast Asian nations have led men to become more conscious of comfort, quality, and aesthetics in underwear. This shift from functional, basic underwear to more fashionable and performance-oriented options is evident in the rising demand for premium materials, such as breathable cotton blends and moisture-wicking fabrics.

Distribution Channel Insights

Sales of underwear through department stores accounted for a revenue share of 26.4% in 2024. Department stores offer a curated selection of both local and international brands, which appeals to consumers looking for a wide range of quality options under one roof. Popular brands like Calvin Klein, Triumph, and Wacoal often have dedicated sections or boutiques within department stores, allowing consumers to compare products and styles conveniently.

The sales of underwear through online channels are anticipated to grow at a CAGR of 8.6% from 2025 to 2030. Online platforms allow consumers to browse and purchase underwear from the comfort of their homes, which is particularly valuable for those in busy urban centers or remote areas with limited access to physical stores. This convenience has driven the popularity of platforms like Lazada, Shopee, and Rakuten, which cater to a diverse customer base across Asia-Pacific.

Regional Insights

The underwear market in China accounted for a share of 55.8% of the total revenue in 2024. There is a strong trend toward supporting local brands, fueled by a sense of national pride and a growing belief in the quality of Chinese-made products. Companies like Aimer and Threegun are tapping into this patriotic sentiment by offering designs that blend traditional aesthetics with modern functionality.

The India underwear market is projected to grow at a CAGR of 12.5% from 2025 to 2030, fueled by rising disposable incomes, urbanization, and changing social attitudes toward personal care and fashion. As consumers become more brand-conscious and prioritize comfort, the demand for quality and variety in underwear has surged, especially in urban areas like Mumbai, Delhi, and Bangalore. A growing number of young and middle-class consumers are investing in both branded and premium underwear that caters to style and functionality, moving away from traditional, basic options.

Key Asia Pacific Underwear Company Insights

The competitive landscape of the Asia-Pacific underwear market is dynamic and diverse, marked by the presence of both international and domestic brands vying for consumer loyalty across different segments. International brands like Calvin Klein, Victoria’s Secret, and Uniqlo dominate the premium and mid-tier segments with a focus on quality, design, and lifestyle branding, appealing to urban, fashion-conscious consumers.

Recent Developments

• In August 2024, Wacoal introduced its new product line, ‘Wacoal Basics,’ exclusively for the Indian market. This collection features a range of everyday innerwear at an accessible price point aimed at expanding Wacoal’s customer base in India.

Asia Pacific Underwear Market Report Scope

Asia Pacific Underwear Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Asia Pacific underwear market report based on gender, distribution channel, and region:

• Gender Outlook (Revenue, USD Million, 2018 - 2030)

  • Men

  • Women

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Department Stores

  • Supermarkets

  • Underwear Shop

  • Online

    • Company Owned Website

    • E-commerce

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • Asia Pacific

    • China

    • Hong Kong

    • Taiwan

    • South Korea

    • Indonesia

    • Philippines

    • Vietnam

    • Thailand

    • Malaysia

    • Singapore

    • India