German lingerie brand Triumph left mainland China on December 31, 2025, closing all stores and online shops. This marked the end of its 139-year presence in China. Many believe Triumph could not keep up with the rising demand for comfort and wire-free bras. Triumph first entered China in 1979 and opened its first factory in 1992. It popularized underwire bras and had over 1,000 shops at its peak in 2016. At that time, underwire bras emphasized beauty and shaped women’s body image. However, since 2016, local brands like Ubras and Brananain gained popularity by focusing on comfort and wire-free designs. These brands appeal to young Chinese women who reject the male gaze and care more about physical health. Social media in China shows strong support for going braless or choosing wire-free bras. Comedians like Ma Xiaoyang and Xiao Hai spoke up for women’s freedom to go braless and criticized critics who objected. A lifestyle app group called "All about bra" has nearly 400,000 members sharing tips on body confidence and comfort. Women often describe underwire bras as "beautiful instruments of torture." New lingerie ads promote comfort with diverse models and gentle colors. Ubras even launched a breast self-exam label to encourage early cancer detection. Triumph and other long-established brands like Beijing Aimer and Embry Form have seen sales drop. Triumph’s market share fell from 5.2% in 2015 to under 1% in 2024. Meanwhile, Ubras and Brananain led sales on Alibaba’s Taobao during last year’s Double Eleven festival.