I figured I wanted to write an update in this topic after almost 5 years since I started it.
Thanks again to everyone else posting here, it's fascinating to read about how it is in other places of the world, especially how it evolves in east Asia.
So for my update. These 5 years since I started this topic I have only lived in Sweden, so the situation here is what I will be focusing on. So what has changed?
1. As another poster wrote a few pages back, the big change in the past five or so years is the thong bikinis. In the late 2010s they were still quite new to Scandinavian beaches, but now they have become very popular. And among all types of girls and women. To teens wanting to follow the latest trends, to nerdier girls, mothers etc. etc. Not reserved to a certain body type, age type or personality type. So women of all sizes and backgrounds will wear them. I think you will see them at any beach in Sweden today.
2. Another trend I think is that VPLs are, in my opinion, becoming something I see less and less. I think this means that the thong as underwear is more popular than ever. I think for everyone wearing gym leggings thongs are almost an "unwritten rule" nowadays. A decade or so ago, there would be so many girls with horrendous VPL and especially among the women in 35-50 age group. But now I feel that even among these women the thong has become the "go to" option for workouts. One more thing that I think strengthens this thesis is that the most popular underwear stores, i.e.
Lindex and
KappAhl (Lindex primarily has an audience aged between 30-50 I think, and KappAhl probably 40-70) have for the last couple years focused a lot on high waisted comfortable thongs to get a new segment of the population to try thongs.
Before, I think women who disliked thongs have thought of them too small to even try them out a lot of the time, but now with these more high waisted ones that really seem to be focused on comfort, these older / mature women are more open to trying them out. So, someone might wonder,
how do I know this? Or why do I claim this to be the case? Well, if you read the reviews for these products on for example Lindex website, you can see the first names of the women reviewing. And judging by their names (meaning that they are not very popular among younger generations) the majority are at least 40+ and many of them are saying that they are the most comfortable ever, that they are loving the high waist, that they used to dislike thongs but now anymore etc.
So the thong is becoming even more "normalized" in Sweden. Of course it has been considered "normal" and not very controversial at all for at least a couple of decades by now. But now it is conquering new areas. The beaches as swimwear. And as underwear for women who previously haven't liked them, and especially women aged 40-60-ish.
I don't know how much anyone cares, but I hope someone got something out of reading this