In the ever-evolving world of undergarments, a pressing question arises: what kind of exhibition does China truly need? As the brand underwear market continues to show strong growth, the concept of an exhibition platform has once again come into focus. During an interview with Yang Shibin, President of the China Knitting Industry Association, he emphasized that the industry should be more than just a showcase of products—it should serve as a cultural expression. This perspective led to the creation of the Shenzhen International Brand Lingerie Exhibition (SIUF), which has seen a remarkable 100% annual growth for five consecutive years. In 2011, it launched the first Lingerie Culture Week, marking a significant shift in how the industry perceives itself.
When culture and industry intersect, what kind of platform can emerge? And what changes will this bring for brand 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 lingerie exhibition in China, what prompted the decision to host the first Lingerie Culture Week?
Zhang Zong: The decision was driven by the current state of the industry. Over recent years, the underwear sector has maintained a steady growth rate of around 20%, fueled by expanding consumer demand and a more mature mindset toward fashion. This presents a golden opportunity for the industry, making it the right time to launch the Lingerie Culture Week.
Additionally, looking at global trends, rapid development can lead to issues like over-competition, product homogeneity, and a lack of brand identity. These challenges call for better guidance to ensure the industry develops in a more orderly and healthy way. By focusing on culture and innovation, we aim to build stronger, more independent brands that can compete globally.
With China's growing economic influence, the world is beginning to take notice of its cultural depth. From the rise of traditional Chinese elements in global fashion to the increasing recognition of Chinese design, there's a clear path forward. We believe that with continued economic strength, China will soon become a major player in the global fashion scene. That’s why we chose this moment to launch the Lingerie Culture Week—not just to promote exhibitions, but to elevate the entire industry through cultural storytelling and brand innovation.
Reporter: How is the Cultural Week different from previous exhibitions?
Zhang Zong: While brand visibility is important, true value lies in cultural depth. For instance, Kung Fu and pandas are distinctly Chinese, yet when they’re reimagined in Western media, they become symbols of cross-cultural appeal. This shows the power of cultural integration. Our Cultural Week emphasizes "culture and philosophy" more than ever before.
Many companies today want to showcase their brand culture, but often misunderstand what that means. A brand's image is only the surface; real culture involves values, ethics, and a deeper connection with consumers. Through the SIUF platform, we encourage companies to go beyond appearances and embrace the core values of health, technology, fashion, and environmental responsibility.
To support this vision, the 2011 Cultural Week featured a wide range of activities, including cultural exhibitions, historical achievements, trend releases, public welfare initiatives, design competitions, and even a “Lingerie Shopping Month.†These events were all centered around the theme of culture, aiming to bridge the gap between brands and consumers while promoting cultural exchange.
Reporter: What is the current level of participation?
Zhang Zong: Our efforts have shifted from attracting talent to attracting investment. With increased interest, we expanded the exhibition space to 30,000 square meters. Currently, over 70% of booths are already booked. Major domestic brands like Ai Mu, An Lifang, and Mani Fen are participating, along with international players such as Triumph and Wacoal. This event is not just about showcasing products—it's about sharing culture and building a global dialogue.
Reporter: How do you assess the value of the Cultural Week?
Zhang Zong: The Cultural Week represents a unique intersection of industry and culture. It serves as both a platform for business and a stage for cultural expression. By highlighting traditional Chinese underwear culture, it raises awareness and appreciation for the industry. Ultimately, it aims to position China as a leading force in global fashion, where culture becomes the key driver of innovation and influence.
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