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Wacoal is a renowned Japanese brand specializing in women's undergarments. It holds a top position in terms of brand recognition and market share within Japan. Beyond its home country, Wacoal has expanded its presence to 13 international markets, including France and the United States.
The company was officially established in January 1986 as the sixth recognized Sino-Japanese joint venture in Beijing. With a 51% stake held by China and 49% by Japan, the company was founded with a clear mission: "to make Chinese women more beautiful and to contribute more to Chinese society." From the start, it focused on producing and selling women’s undergarments and fashion items.
In the early years, the company concentrated on reshaping women’s perceptions of the importance of underwear. This shift in awareness began around 1993, marking a turning point in how women viewed their undergarments. During this time, Wacoal also solidified its role as a Japanese-owned manufacturing plant, known as Waccher. At the same time, the company started expanding its domestic sales network.
By 1997, Wacoal had set up sales bases not only in Beijing but also in Shanghai, Guangzhou, and Chengdu. The company repositioned its product strategy, moving away from low-cost options to high-quality, premium products. Each year, during spring, autumn, and winter, the brand launched new collections twice—once in spring and autumn, and again in winter. In 1998, Wacoal launched a major advertising campaign, which marked a significant step forward in building a strong brand identity in China. This campaign helped establish the foundation for long-term growth and development in the Chinese market.