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TAIPEI: Taiwanese literally see red every Lunar New Year, as many residents don red underwear for luck and prosperity.
The Year of the Tiger could be an especially good one for retailers, as sales of red underwear are expected to soar.
Red underwear is always in fashion during the Lunar New Year.
In Chinese culture, red is one of the luckiest colours, representing loyalty, success and happiness.
Taiwanese believe using red underwear at the start of the Lunar New Year will ward off bad luck and bring prosperity.
"I believe red underwear can bring good luck. And it makes you glow. It can also attract fortune when I gamble during the Lunar New Year," said a young lady customer.
This trend brings cheer to Taiwan's underwear industry, as these items are not popular all year round.
The period between December and the Lunar New Year accounts for 80 percent of sales, according to underwear manufacturers.
Lee Hsin-Chi, Manager of Walcol Flagship Store, said: "Every two out of five underwear sold are in red these days."
Feng shui is also widely practiced in Taiwan, so for some people, red may not be the only auspicious colour for the Year of the Tiger.
Other popular colours for lingerie are gold, pink and purple.
"It depends on your zodiac sign. Everyone needs different elements, I learn this from TV programme," said an elderly lady customer.
Lee Hsin-Chi added: "This year, we find consumers prefer colours like red, golden, yellow and orange."
Also hot this year - red briefs for men with lucky coins and, of course, this year's zodiac sign.
And if you're too busy to go shopping, red panties can even be bought at convenience stores.
Lin Li-Li, PR Manager of President Chain Store Corp, said: "Consumers wear it and wish to win big prize during year-end party. The sales are very good. Underwear makers are surprised too. We've sold out over 10,000 panties in just one month."
And with the first day of Lunar New Year coinciding with Valentine's Day, retailers believe it's a lucky combination to boost their sales. - CNA/de
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