In the East, red is a cultural totem that has flowed for millennia. It is the dawn sun, the joyous celebration, and the most passionate blessing from the heart. In Europe, red symbolizes enthusiasm, stands as a footnote to courage, and is an indispensable bright hue in life. The birth of Globejoy (meaning "Global Joy") is precisely to build this color bridge across mountains and seas, seamlessly blending the auspicious implications of Eastern culture with the exquisite aesthetics of Europe within the intimate space of a piece of underwear.  

 

 

 

 

The story begins with Elena, a craftsman with 20 years of experience in underwear design. Her early study tour in the East sparked a unique affection for red. In the alleys of Shanghai, she witnessed grandmothers gifting red underwear as a coming-of-age ceremony for their granddaughters, symbolizing "peace and smoothness." In the markets of Kyoto, she saw how red fabrics carry blessing culture that transcends national borders to touch people's hearts. Returning to Europe, however, she found that consumers' demand for red underwear was mostly limited to temporary holiday decorations, with few brands endowing it with deeper emotional value and comfortable wearing experience.

In fact, wearing red underwear during festivals has long been a common practice in many regions of East and West, embodying profound cultural meanings passed down through generations. In many European countries, this custom even carries an unwritten "local rule": red underwear must be given as a gift, with the core expectation of dispelling bad luck and ushering in a smooth new year through this red token. Tracing back history, red has always been a symbol of strength and beauty. In Europe, it was once a symbol of power and prosperity in ancient Rome, and has been a synonym for victory, success, and courage for thousands of years. For the Han people, red has long been deeply etched in their cultural genes, representing joy, loyalty, and the warm meaning of protecting one another. These red tokens cherished during festivals, which we call "Festival Red," are never just simple clothing, but emotional sustenance that crosses geographical boundaries.

"Why can't red underwear both carry this profound festive cultural warmth and meet the comfort needs of daily wear?" This thought became the original aspiration behind Globejoy's founding.                                                       

 

 

In 2018, Elena co-founded Globejoy with master Eastern fabric craftsmen and a European design team. In the brand name, "Globe" represents global connection and cross-border integration, symbolizing the brand's cultural mission of linking the East and Europe. "Joy" signifies delight and beauty, conveying the brand's pursuit of bringing pleasant experiences to consumers through high-quality products. From its inception, Globejoy has adhered to the core philosophy of "Cultural Symbiosis, Comfort First." We are not just designing underwear, but conveying a cross-regional attitude towards life: using the warmth of red to brighten ordinary days, and extreme comfort to guard inner freedom.

To create red underwear that combines cultural heritage with European quality, Globejoy has spared no effort in every detail. In fabric selection, we integrate traditional Eastern mulberry silk weaving techniques with advanced European eco-friendly fabric technology. We carefully select organic mulberry silk and recycled fiber blended fabrics that have undergone over 100 tests, offering a cloud-like soft touch, breathability, skin-friendliness, and shape retention—perfectly adapting to the diverse climates and body types in Europe. Color matching is the brand's masterpiece of craftsmanship. Abandoning harsh bright red, we developed three exclusive red shades after hundreds of adjustments: "Oriental Blessing Red" draws on the calm red walls of the Forbidden City, embodying blessing connotations; "Southern European Sunlit Red" replicates the warmth of Mediterranean sunsets, fitting European festive atmospheres; "Nordic Soft Mist Red" incorporates the gentle texture of auroras, suitable for daily wear. Each red shade undergoes multiple colorfastness tests including sun exposure and washing to ensure long-lasting vibrancy.

 

 

 

In design, Globejoy breaks the stereotype that "red underwear is only for festivals," integrating Eastern minimalist aesthetics with European ergonomic design. Wireless comfortable styles, seamless splicing technology, and adjustable personalized shoulder straps balance practicality for daily wear and versatility for matching. Whether as an exquisite inner layer with formal wear, a comfortable choice for home relaxation, or a heartfelt holiday gift, Globejoy meets all needs. We also incorporate cultural symbols in details: the hem of the underwear is embroidered with minimalist "cloud patterns," inspired by Eastern auspicious cloud meanings but crafted with the delicate techniques of European court embroidery. The gift box packaging features red as the main color, combining traditional Eastern gold stamping technology with European minimalist line design—unveiling the box brings a pleasant surprise of cultural integration.

Since entering the European market, Globejoy has won countless consumers' favor with quality and culture. In its Milan store, Italian consumers select "Oriental Blessing Red" underwear to convey blessings to their families. On French e-commerce platforms, bloggers share daily outfits with "Southern European Sunlit Red" underwear, sparking widespread discussion. At offline events in Stockholm, Swedish consumers praise the soft texture of "Nordic Soft Mist Red." We also cooperate with multiple European public welfare organizations—for every red underwear sold, a portion of the proceeds is donated to women's health public welfare projects, passing on social responsibility through the warmth of red. This is what Globejoy adheres to: the brand not only creates beauty but also spreads it.

From Eastern cultural heritage to European life aesthetics, from the craftsman's original commitment to consumers' trust and recognition, Globejoy's red story continues. We firmly believe that color is a universal language, and comfort is the most authentic pursuit. In the future, Globejoy will continue to deepen its presence in the European market, constantly exploring the integration of Eastern culture and European aesthetics, and launching more high-quality and warm red underwear products. May this touch of Eastern red across mountains and seas become an eternal bright spot in European women's wardrobes, warming every daily moment with comfort and blessings.

Globejoy—Red for Blessing, Comfort for Life.