SIUF： The 20Th China (Shenzhen) International Brand Underwear Exhibition Was Grandly Opened

On March 25, 2025 China Underwear Culture Week and the 20th China (Shenzhen) International Brand Underwear Exhibition (hereinafter referred to as "the 20th SIUF China International Brand Underwear Exhibition") opened in Shenzhen Convention and Exhibition Center (Futian). Hundreds of events, thousands of booths, crowds of people, and exhibitors from many countries and regions gathered to form this "fashion feast".

Brand enterprises in the whole clothing industry chain at home and abroad, online and offline channel elites from all provinces and cities in China, international buyer groups, well-known associations, chambers of commerce, authoritative mainstream media, experts in various fields, cross-border e-commerce giants and talent anchors came to Shenzhen to explore the world.

　　 01

To lead the industrial upgrading with consumption, seek new changes, and actively develop new industries

Shenzhen, an innovative city with the spirit of "daring to be the first in the world" as its totem, is a window for dialogue between China's underwear industry and the world, and also a fertile land for the integration of fashion trends and commercial civilization. Since the opening of the first exhibition in 2006, China (Shenzhen) International Brand Underwear Exhibition has witnessed the transformation of Chinese underwear from "manufacturing" to "intelligent manufacturing" and from "local" to "international" as a pioneer. Here is the cradle of countless brands, the stage where cutting-edge technology collides with oriental aesthetics, and the indispensable "oriental coordinate" in the global underwear industry.

Twenty years is not only a scale, but also a monument. From the inheritance of traditional craftsmanship to the subversion and innovation of intelligent manufacturing, from the cutting edge quality to the fashionable expression of cultural self-confidence, from the intensive cultivation of the local market to the dazzling bloom on the international stage. We remember those figures who knocked at the door of the times with courage, salute those explorations that lit up the future of the industry with creativity, and thank those who persevered in protecting the original intention of the industry with faith. It is these ordinary and fiery forces that weave today's splendid chapter of China's underwear industry.

Twenty years is looking back, but also starting. Standing at a new historical starting point, Chinese underwear people will embrace the world with a more open mind, lead the consumption trend with more keen insight, and write responsibilities with a more sustainable concept.

Today, here, SIUF China International Brand Underwear Exhibition shows Chinese underwear culture to the world; Here, new technologies, new products, new formats and new models blend with each other; Here, the intimate clothing industry is revitalized, digital creativity is booming, and corporate influence continues to empower brands to go to sea; Here, it is the mutual achievement of tradition and trend, vitality and creativity, heritage and charm.

Xia Lingmin, Secretary General of China Textile Industry Federation, Lin Yunfeng, President of China Knitting Industry Association, Yang Liu, Director of Textile Division of Consumer Goods Industry Department of Ministry of Industry and Information Technology, and Deputy Secretary of Shenzhen Municipal Bureau of Commerce Yao Wenkai, Pingyuan, member of the Party Leadership Group and deputy director of Shenzhen Bureau of Industry and Information Technology, Yuan Ying, deputy head of Futian District, Shenzhen, Peng Ying, deputy head of Guangming District, Shenzhen, and president of Guangdong Textile Association Lu Shaobo, Zheng Yaonan, President of Shenzhen Underwear Industry Association, Chairman and CEO of Metropolitan Beauty Group, Honorary President of Shenzhen Underwear Industry Association, Executive Director and CEO of Anlifang Holding Co., Ltd Zheng Bihao, You Lin, chairman of the technology underwear brand Cat Man Group and founder of the high-tech clothing brand Meilicheng, Liu Zhenqiang, chief R&D and design officer and executive director of Vinnie International (Holdings) Co., Ltd., Victoria's Secret David, Chief Commercial Officer of China, He Songchun, Director and Executive Deputy General Manager of Shenzhen Huijie Group Co., Ltd., Yang Yan, Vice President of Aime Group Co., Ltd., and General Manager of Shanghai Gujin Underwear Group Co., Ltd Zhu Ge Minjie, Wu Yiming, Chairman of Shanghai Saiyang Group (Beijirong), Steve Stewart, Global Chief Brand Innovation Officer of American Lycra, Chairman of Guangdong Underwear Association and Chairman of Orion Underwear Group He Bingxiang, Honorary President of Shenzhen Underwear Industry Association, Hu Zhibin, Chairman of Zhongrui Smart International Holdings Co., Ltd., Executive Vice President of Shenzhen Underwear Industry Association, and Founder of SIUF China International Brand Underwear Exhibition Zhang Fengwei, Xu Weihai, the general manager of South China of Infoman Exhibition Group, Yusuf Dohadwala, the president of Indian Underwear Association, Saara Fu, the president of the Finnish Guangdong Chamber of Commerce, and the party secretary of Yinglin Town Government Li Deming, member of the Party Committee of Xiaolan Town Government Zhang Zewu, deputy mayor of Dali Town Government Zhang Tiewu, executive chairman of Zhongshan Xiaolan Town Chamber of Commerce Ou Julun, chairman of Foshan Yanbu Underwear Industry Association Wei Zhiqiang, chairman of Dongyang Knitting Industry Association Wu Gang, Hong Qingchun, President of Jinjiang Swimwear Industry Association, Chen Cundong, President of Rui'an Garment Chamber of Commerce and other guests attended the opening ceremony to jointly open the 20th China International Brand Underwear Exhibition.

President of Shenzhen Underwear Industry Association, Chairman and CEO of Metropolitan Beauty Group Zheng Yaonan delivered a speech at the opening ceremony. He mentioned that China Underwear Culture Week has gone through 20 years of spring and autumn, and has always adhered to culture as the root and innovation as the wing, becoming the forefront of the global underwear industry to practice "cultural confidence". The theme of this cultural week is "Feng Qi Hua Zhang", which symbolizes that China's underwear industry is breaking through the shackles in the transformation of the times: from intelligent manufacturing to the layout of zero carbon industrial chain, it is moving towards the golden age with innovation. This grand event gathers trend release, industry events, awards ceremonies, summit forums, exhibitions, etc., integrates the power of the whole industry chain, focuses on the three cores of "technology empowerment", "consumer awareness", and "service innovation", and promotes business model innovation and industrial value upgrading.

The leaders of Shenzhen Guangming District said in their speech that Guangming District attaches great importance to the high-quality development of traditional competitive industries, has planned to build a Shenzhen underwear industry cluster base, has been approved the first batch of national industrial cluster regional brand construction demonstration projects, and has gathered well-known enterprises such as Virgin, Yoshida Zipper, and Snow Fairy. In recent years, Guangming District has focused on building a modern fashion cluster area of "headquarters+R&D+production", planned to build an international modern fashion headquarters base covering 30000 square meters in the core area, committed to creating new scientific fashion trends, and helped Shenzhen build a sustainable global fashion city.

Secretary General of China Textile Industry Federation Xia Lingmin stressed in his speech that as an important milestone of the 20th anniversary, this China International Brand Underwear Exhibition has achieved a comprehensive upgrade in terms of exhibition scale, exhibition lineup, activity content, etc., integrating brand promotion, trend release, trade docking, and technical exchange, and will comprehensively display new products, new technologies, new designs, and new models of the whole industry chain of the underwear industry, Continue to lead the industry to a development stage of higher quality and higher value. It is hoped that the industry will continue to deepen the integration and application of digital technologies such as artificial intelligence, flexible manufacturing and virtual fitting in the future development, and promote the intelligent and green transformation of enterprises; Strengthen original design and brand building, and create a globally influential "Oriental Aesthetics" logo; Improve the level of green manufacturing, expand the supply of green products, advocate the concept of sustainable consumption, and build a new ecology of underwear industry with more value creativity and sustainable competitiveness.

The annual opening show of SIUF China International Brand Underwear Exhibition was jointly created by Shenzhen Underwear Industry Association and the head e-commerce platform - Diaoyin to jointly create the "New Underwear Trend Conference in Spring". Diaoyin platform launched the new model of underwear category "broadcast, show and sell" for the first time on the whole network.

This press conference not only has the secrets of Victoria, a world-famous underwear brand, but also has well-known head brands in China: Anlifang, Maniffin, Bananain ubras、 Fendisi, IMIS Aimei, HUXI Huxi and BODYWILD gathered together to present a beautiful and wonderful new fashion product release show for consumers. The event was broadcasted live in the whole process, allowing users to start with new brand products at zero time difference in the live broadcast room and gain the exciting experience of "instant show and instant sale".

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The brand appeal is comprehensively improved and the trend is released

The 20th SIUF China International Brand Underwear Exhibition gathered more than 1000 participating brands, and 18 underwear industry clusters gathered to set sail. The underwear industry clusters represented by Shenzhen, Shantou, Puning, Zhongshan, Yanbu, Dongyang, Yiwu, Zhuji, Changle, Jinjiang, Qingdao, Jiaxing, Dongguan, Yishan, Gaoyang, Suning, Ruian, Liaoyuan, etc. gathered at the scene, A strong team participated in the underwear event.

The exhibition gathered tens of thousands of products, including bra, underpants, home, thermal insulation, sports/yoga, sunscreen, outdoor leisure, bottoming coat, one-piece pants, body shaping, knitwear, T-shirts, pregnant and baby children, socks, facial accessories and other categories. A hundred flowers bloomed on the scene, and all kinds of new products were dazzling, especially in the current hot areas, which attracted the attention of industry buyers.

Amour Group, Huijie Group, Anlifang Group, Metropolitan Beauty, Lijing Elegant, Cat Man, Langsha, Gujin, etc., as well as upstream international famous raw material suppliers such as Lycra, Korean Xiaoxing, Austrian Lanjing, Xinxing, Hangang and other powerful large enterprises select new explosive products of the year and show up at the exhibition site with scientific and technological innovation achievements, It shows its strong strength and new development trends, attracting thousands of buyers to stop and negotiate.

There are also the secrets of international famous brand Victoria, Bananain Jiaonei ubras， Cross border brand Golis YINER LIFE, Bossini Castle Lion Dragon Jeep、 Mengtejiao and others participated in it in various forms.

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International groups welcome global business opportunities, cultural ties, and precise docking

This exhibition has gathered many overseas brands, such as fashion boutiques and top fabrics from France, handmade underwear brands from Italy, VR technology media used by luxury brands, young underwear brands in Southeast Asia, street fashion brands and home fragrance brands. With unique design concept and avant-garde product quality, it has become an important force in the international fashion market. The participating brands have profound cultural heritage and innovative spirit, and have their own characteristics in design, technology and environmental protection concepts.

Purchasers from France, Malaysia, Italy, Thailand, Indonesia, Singapore, Vietnam, the United States, the United Kingdom, Argentina, Canada, Pakistan, India, Turkey, Kazakhstan, Uzbekistan, South Korea, Japan and other countries visited the site.

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Diversified activities spread new top fashion show, business opportunities

As the core agenda of China Underwear Culture Week, the 2025'U30 Global Underwear Industry Summit kicked off in Shenzhen Bright Cloud Valley International Convention Center on March 24. With the theme of "wisdom upholds the future, and materials paint a bright future", the summit launched a strategic dialogue of "win-win cooperation in the industrial chain" through a closed round table, focused on the two core issues of "breakthrough in innovative materials" and "landing of smart applications", and used science and technology to create smart materials as a pen to outline a new picture of comfort and fashion.

"Scientific definition of chest protection: from data collection to model development and product application", "physical destruction - innovation summit of close fitting clothing retail", "international underwear fashion trend forum", "ecological development forum of underwear e-commerce industry", "China's underwear cross-border e-commerce development conference" and other forums gathered celebrities in various fields, and opened the thought summit of brand and marketing, Gather global resources to help new business growth and boost China's underwear industry.

[Huanjing] Qiulu Group's special show, [Cool Sense Technology · Huanxin Upgrade] Catman Group's special show in spring and summer 2025, [Taboo Carnival] San Dias brand's special show and other big shows presented the underwear industry with sensory events integrating Chinese design spirit and global underwear trend.

On the 26th, there was also the "Joyful Sharing" 2025 'Shenzhen underwear regional brand joint show and the urban beauty global brand conference. The urban beauty brand ambassador: the world champion of short track speed skating Liu Shaolin, Liu Shaoang, the spokesperson of the city beauty brand, Naza, surprised to parachute into the scene!

The final of the 2025 'BIDA International Bodysuit Design Award and the final of the 12th season of the "Lanzhuoli" SIUF International Supermodel Competition are about to set off an upsurge. On the evening of the 25th, SIUF2024 '- 2025' Golden Belly Bag · China Underwear Industry Award Ceremony and Brand Release Show, which is known as the "Oscar" of China's underwear industry, will also be unveiled. Who will win the final prize? What kind of grand event will be presented at the ceremony? Let's lock it together!