The question of what kind of underwear exhibition China needs has once again come to the forefront as the brand underwear market continues to show an upward trend. During an interview with Yang Shibin, President of the China Knitting Industry Association, he emphasized that the underwear industry should be more than just a product showcase—it should represent culture. This vision led to the establishment of the Shenzhen International Brand Lingerie Exhibition (SIUF), which has maintained a 100% growth rate for five consecutive years. In 2011, SIUF launched its first Underwear Culture Week, aiming to highlight the cultural essence behind the industry.
When industry and culture intersect, what kind of platform can emerge? And what impact will this shift have on brand underwear companies? To explore these questions, we 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 inspired the decision to launch the first Underwear Culture Week?
Zhang Zong: The decision was based on the current state of the underwear industry. Over the past few years, the sector has seen a growth rate of around 20%, driven by expanding consumer demand and evolving consumption habits. This presents a golden opportunity for development, which makes it the right time to introduce the Underwear Culture Week.
Moreover, analyzing global and domestic trends, we see that rapid development can lead to issues such as market saturation, product homogenization, and a lack of strong brand culture. These challenges call for a more structured approach to guide the industry toward healthier, more sustainable growth. By doing so, we can foster more independent brands and help Chinese underwear gain international recognition.
With China's economic strength growing and its influence increasing globally, there is a unique opportunity to promote traditional Chinese culture through fashion. As seen with the rise of the Tang suit in the West, culture plays a key role in shaping global trends. We believe that in the near future, China could become the center of global fashion, and the Underwear Culture Week is a step toward that vision.
Reporter: How does the Cultural Week differ from previous exhibitions?
Zhang Zong: While brand visibility is important, true value lies in cultural depth. For example, Kung Fu and the Panda are Chinese symbols, but when they're adapted into Western media, they become more widely accepted. This shows how culture acts as a bridge. Our goal is to combine Chinese traditions with global ideas to make the world recognize and appreciate our culture.
Many companies today focus on brand image rather than deeper cultural meaning. But real brand culture is about values, ethics, and responsibility. Just like a person’s personality shapes their identity, a brand’s culture defines its soul. Through the Cultural Week, we encourage companies to go beyond appearances and truly reflect values like health, technology, fashion, and environmental awareness.
To support this, the 2011 Cultural Week featured activities like the China and World Underwear Culture Exhibition, Historical Achievement Displays, Design Competitions, and Public Welfare Events. All were centered around the theme of culture, aiming to build a bridge between brands and consumers.
Reporter: What is the current level of participation?
Zhang Zong: Over the past five years, SIUF has evolved from attracting talent to drawing investment. This year, we expanded the exhibition space to 30,000 square meters due to high demand. Booth sign-ups have already reached 70%, with many well-known brands and international chains showing interest. We are also working with global names like Triumph and Wacoal to bring international culture to Chinese consumers.
Reporter: How do you evaluate the value of the Cultural Week?
Zhang Zong: The relationship between the industry and the platform is symbiotic. The Cultural Week is not just an event—it’s a stage where Chinese and global underwear cultures can be shared and celebrated. It raises awareness of the importance of culture in fashion and encourages more attention to Chinese fashion and its heritage. Ultimately, it helps position China as a major force in the global fashion landscape.
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