Lured by the pink and sexy design Peach John (PJ) advertised for its recent launch in Beijing, Lifestyle decided to check out this Japanese lingerie brand, which I've heard is as popular in Japan as Victoria's Secret is in the US.

I went to the Xidan Joy City chain store, the first to open in Beijing, followed by a second one in the Chaoyang Joy City later. Two large pink windows with a model dressed in sexy pink lingerie stand on its two sides. Inside, the store is a sea of pink with two crystal chandeliers hanging from the ceiling. I must say I like the atmosphere - it's impressively pink.

This particular Japanese brand embraces the "cutie sexy" style, catering to younger girls in all of its items, including underwear, loungewear and beachwear. As a more conservative lingerie shopper, I felt intoxicated by its different colors, excessive use of lace and silk on both bras and panties, push ups, and the strong feminine design elements, such as red dots, bows, checked patterns, leopard prints and flower prints. There are even panties made entirely of lace and some bold thongs, which are sexy but I doubt they're particularly comfortable, which is more what I look for in lingerie.

Peach John's is on the high end of mid-priced, compared with other popular bra brands in China, including German brand Triumph,Taiwanese Ordifen and domestic brands like Aimer and Gujin. A set of PJ bra and panty would cost at least around 350 yuan, and a lounge dress is between 200 to 400 yuan. However, PJ's style is distinctively different from the other brands, focusing on a younger group from 15 to 30 year olds, featuring pink romanticism and cute sexiness, while the others are more low-key and classical. The local brands are suitable for an older age group, but more comfortable and functional.

As for style, it is more like the French brand 6IXTY 8IGHT, Japanese Brand La Miu and Aimer's younger line imi's, but it goes further in seeking sexy and cute styles, which may justify its higher prices. A saleslady informed me that they never have sales. 

Having come with a mind to update my bras with a sexier look, unfortunately I was not able to find one with both comfort and style. A 25-year-old female customer surnamed Wang joked, "It is a paradise for small breasts, but not for the 'big sized' by Asian standards." Wang bought a silk bra with lace finish, but was not very satisfied with its comfort level. Indeed, many cute bras have a maximum under-bust size of 75 cm, so women who wear a 36C (a very normal size in Western countries I guess) would find it too small although PJ does offer a relatively small section for the big bust sized with cup D, E and even bigger.

Other than bras, its swimwear is quite a good choice with comfortable, sexy bathing suits for mid- and small-sized ladies, including its "night dream" series made of silk, "blueberry jam" series made of cotton coral velvet, and the "striped gentle" series made of cotton.

Strapless, silica gel bras can also be found, priced at least 300 yuan. The silica gel dotted along the top is a thoughtful design in summer, which could help prevent it slipping down. Fragrances, slippers, cosmetic bags, socks, leggings and some other accessories are also available in store.

PJ has also launched the official website www.peach-john.com.cn, and all items that are sold in store can be found online. After July 10th, there will be a 12-yuan shipping and handling charge if you choose online payment or 20 yuan for COD. But as they are all innerwear, no exchange or return can be made, so consult with their online customer representative in advance to make sure you get the right choice.

Address:

Xidan Joy City Branch: B1 of Xidan Joy City, 131 Xidan Bei Dajie, Xicheng district

西城区西单北大街131号西单大悦城B1楼  

Chaoyang Joy City Branch: 2F of Chaoyang Joy City, 101 Chaoyang North Road, Chaoyang district

朝阳区朝阳北路101号朝阳大悦城2楼