The town of Juruaia in Minas Gerais, with 11,652 residents, stands out as the 'lingerie capital', producing over 1.5 million pieces monthly across more than 200 workshops, mostly led by women. This hub creates 5,000 jobs and draws labor from neighboring cities, economically surpassing the traditional coffee sector in the area. Production, started in 1992, drives local GDP growth of about 30% annually.
Nestled in a coffee-growing region in southern Minas Gerais, Juruaia has evolved into a lingerie industry hub over the past three decades. A gateway arch proclaims it the 'lingerie capital', hosting over 200 workshops producing panties, bras, underwear, and pajamas, with monthly gross revenue exceeding R$ 15 million, per the Aciju (Juruaia Commercial and Industrial Association).
The sector is predominantly run by women, who lead 95% of businesses and create around 5,000 direct and indirect jobs. Entrepreneur Tânia Mara Rezende, 45, embodies this vitality: 20 years ago, she founded Íntima Passion, now producing 30,000 pieces monthly and employing 150 people, 52 directly. "And female labor doesn't want to work in coffee, so the option is to work in the city's industries. [...] In many homes, the woman, husband, and daughter work in a small company that provides services to others," she told Folha.
Launched in 1992 with two firms that closed within two years, the hub gained momentum from former employees starting new ventures. Today, 70% of output focuses on panties and bras, with rising niches like homewear and fitness fashion. Formal jobs in confectionery account for 53.8% of the municipal total.
The center features over 120 stores drawing buyers from Minas Gerais and São Paulo. An April fair generated R$ 9.5 million in deals, with 4,100 participating retailers. Some production exports to the United States, Portugal, Argentina, United Arab Emirates, and Germany. The pandemic boosted digital sales, as noted by Sebrae Minas manager Leonardo Mól: "You go into a store today and, if there are 10 salespeople, 8 are doing online sales and 2 are in-person."
Landmarks like Brazil's largest bra (16 m long by 5 m high) and the largest panty, installed in 2023, bolster local identity. For 2026, the hub plans itinerant business rounds in Uberlândia, São Paulo's interior, the Northeast, and the Federal District, plus consulting on tax reform and automation via WhatsApp and TikTok Shop.
