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Wacoal is a renowned Japanese brand specializing in women's undergarments. It holds one of the highest levels of brand recognition and market share in 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 as the 6th recognized Sino-Japanese joint venture in Beijing in January 1986, with China contributing 51% and Japan 49% of the capital. From the start, the company aimed to "make Chinese women more beautiful and make greater contributions to Chinese society." Its initial business focus was on producing and selling women's underwear and fashion products.
In the early years, the company worked hard to shift women’s perceptions about the importance of undergarments. By 1993, there was a growing awareness among Chinese women regarding the role of undergarments in their daily lives. During this time, the company also solidified its position as a Japanese-owned manufacturing plant, Waccher, Japan. At the same time, it began to focus more on domestic sales, expanding its operations beyond Beijing to Shanghai in the late 1990s. By 1997, the company had extended its reach to Guangzhou and Chengdu.
To better meet market demands, the company repositioned its product strategy, moving from low-cost items to premium, high-quality products. Each year, during spring, autumn, and winter, it launched new collections twice—once in spring and autumn, and once in winter. In 1998, the company introduced a major product line along with an extensive advertising campaign, marking a significant step forward in its development in China. This period not only strengthened its brand image but also laid a solid foundation for future growth.