The Southeast Asia Lingerie Market was valued at USD 3,527.52 million in 2024 and is expected to grow at a strong CAGR of around 7.75% during the forecast period (2025-2033F),

The Southeast Asia Lingerie market is showing a consistent growth due to the increase in urbanization, growth in the middle classes, increase in demand for comfort and style-oriented inner garments, and is backed by the growing penetration of retail and adoption of digital commerce in the economies of major economies.

The competitive industry conditions are marked with a combination of local producers and global brands, with the participants focusing on product differentiation, low-cost production, expansion of their own brands, and positioning their brands to enhance their market share and bargaining power.

In terms of segments, briefs are still dominating the market, given that the consumption frequency is high, and the online distribution channel has been recording the highest growth rates with the help of mobile-first consumers and better logistics infrastructure, coupled with data-driven marketing efforts.

Indonesia dominates the market in the region because of the huge consumer base and high demand in its domestic market, and Singapore is a strategic point to launch premium products, trade across borders, and regional brand management that can impact the overall market of Southeast Asia.

The growth of strategic alliances and capacity expansions, as well as focused investments into sustainable materials, digital supply chains, and localized production capabilities, will continue to be the subject of long-term growth strategies, as businesses will pursue efficiency in their operations and resilience in the face of changing consumer and regulatory demands.

The primary drivers of market growth include the expansion of the urban middle class, the increasing number of women entering the workforce, higher income levels, and heightened awareness of fashion and body positivity. The spread of the internet, the impact of social media, and the ease of online shopping are also essential factors in addition to the increasing prevalence of organized retail and international brands. Additionally, companies are prioritizing product development, including shapewear, comfortable looks, and size-inclusive collections, and incorporating sustainability into their operations through the use of sustainable materials and ethical manufacturing methods.

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In September 2023, Hong Kong-based lingerie and fashion brand 6ixty8ight launched its first location in Indonesia after seeking a retail franchise partner in the country for a year. The store, a joint venture between 6ixty8ight and Indonesian retailer Erajaya Active Lifestyle, will be located on the ground floor of Mall of Indonesia in Jakarta. This month, 6ixty8ight plans to open its first location and open six more in cities including Makassar and Surabaya.

Driver: Growing Urban Middle-Class Population

The growing middle-class urban population in Southeast Asia is expanding the lingerie consumer base, with more women having disposable income to spend on quality and branded innerwear, which drives the market. Additionally, demand for functional and trendy products such as everyday briefs, bras, and shapewear has increased due to urban lifestyles. Moreover, the brand-conscious purchases are further encouraged by exposure to global fashion trends via social media and digital platforms. This demographic trend also favors the development of structured retail and e-commerce technology, enabling easy access to a wide range of lingerie products. This will allow manufacturers and brands to focus on this segment with high-quality, trend-driven, and comfort-focused offerings, spurring growth across the entire market.

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Segments that transform the industry

Based on product type, the market is segmented into briefs, bras, shapewear, sleepwear, and others. Among these, the briefs lingerie market held the dominant share in 2024. The Southeast Asian lingerie market continues to expand, with briefs being the most commonly purchased and used product line. The segment drives high repeat-purchase volumes across age groups and income levels, providing a stable income for producers and sellers. Also, the segment's affordability, design, and fabric diversification serve both mass-market and premium consumers, making it a strong asset for expansion. With increasing comfort, style, and sizing across brands, briefs are widely adopted, which drives the market.

Region that transforms the industry

Singapore is expected to grow at a significant CAGR during the forecast period (2025-2033). This is mainly due to high purchasing power and a fashion-conscious customer base. There is a growing demand for luxury, comfort-oriented, and trend-oriented lingerie products, supported by a well-developed retail ecosystem and digital infrastructure. Also, the rising adoption of online and omnichannel shopping by consumers is another factor that promotes its adoption in the market. Moreover, the exposure to global fashion trends and increased willingness to invest in high-quality products position Singapore as a growth hub for brands seeking to enter value-driven, lifestyle-oriented segments. On 9 July 2025, XIXILI, the leading lingerie brand known for championing comfort and inclusivity, launched its latest collection in the Singapore market: the Jelly Padded Bra. Engineered to provide cloud-like softness and wireless support, this new collection is designed to be essential in every woman's daily wardrobe, combining thoughtful design with technology that prioritises real comfort and fit.

Key Offerings of the Report

Market Size, Trends, & Forecast by Revenue | 2025−2033.

Market Dynamics – Leading Trends, Growth Drivers, Restraints, and Investment Opportunities

Market Segmentation – A detailed analysis of By Product Type, By Distribution channel, by Country

Competitive Landscape – Top Key Vendors and Other Prominent Vendors

Some of the related reports:

India Lingerie Market: Current Analysis and Forecast (2024-2032)

Shapewear Market: Current Analysis and Forecast (2021-2027)

Smart Clothing Market: Current Analysis and Forecast (2022-2028)

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