Many women look to the padded bra as a quick and easy way to boost their sex appeal, the traditional logic being that men prefer a bigger bust.

However, recent strong sales in Japan of a bra designed to make big breasts look smaller suggests that Japanese women may find a flat chest more flattering.

The bra, aptly named Bra That Makes Big Breasts Look Small, is made by Japanese lingerie manufacturer Wacoal. The company states over 86,000 units have been sold.

According to a survey conducted by Wacoal in September 2011 asking women aged 20-40 what they look for when choosing a bra, 10% answered they want a bra that makes them look slimmer, with some women citing that a big bust makes them look fat.

Previously unaware that a market for such a bra existed, Wacoal quickly responded by developing the first iteration of the bra and offering it for purchase on their website in April 2010. After strong sales, Wacoal began stocking the bra at clothing stores around the country and by September 2011 more than 76,000 had been sold.

For comparison, Wacoal states that products from its main lineup sell around 20,000 – 30,000 per 6 months.

Wacoal redesigned the bra in September, widening the area of the pads so it covers the entire chest to provide more support. The new bra is currently available for purchase on the internet only.

Bra That Makes Big Breasts Look Small is available in four colors: cream, green, ivory and navy blue. Sizes D – G are priced at 4935 yen (US $64.05), and the G and H cup go for 5250 yen ($68.15).

Source: news.goo.ne.jp
Product Site: Wacoal Web Store