In the past, mainstream Chinese underwear brands almost exclusively produced heavily padded, push-up bras made to boost at least 2 sizes up on every boob. On online forums, Zhihu and Douban, one of the most frequently asked questions from teenage girls were, “What to do if my boobs disappoint my boyfriend?” Advertising, media, and popular culture have diffused, among Chinese women, a harsh message that sounds like this: “Your boobs don’t look like the model’s, and that needs to be fixed.”
Another local brand, BerryMelon, invites Chinese women to speak about stigmas about their own body and has made its slogan, “I came in looking for a new bra, I left as a new woman.” Brand Ubras, on the other hand, markets its comfy bras as “the clothe that snugs your heart.” For local brands, empowerment means recognizing one’s own sexuality and accepting one’s own body. It is like saying, “Your boobs don’t look like the model’s, and that’s OK.”
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