National Cleavage Day (abbreviated NCD) is an annual celebration in South Africa held in the month of April and sponsored by the brassiere marketer Wonderbra. National Cleavage Day was started in 2002 and held at the beginning of April every year. Wonderbra together with the Cosmopolitan magazine and 5fm, a SABC radio station mainly based in Johannesburg, sponsored the National Cleavage Day.

According to Samantha Paterson, the brand manager for Wonderbra, the National Cleavage Day is started according to a design to solemnize women's independence and power in all facets of life, from their careers to their relationships to their own destiny. Anita Meiring, public relations consultant for Wonderbra, explained the event, "It is a day for women to realise that their cleavage is something unique and that they should be proud of it". Paterson explained "It gives women a chance to be beautiful and glow in the furtive, yet appreciative, glances their cleavage evokes from men".

She also explained "It gives men a legitimate reason to stare at boobs". Paterson said that the day is intended to be lighthearted amusement, however she claimed that the gross revenue will be donated to the Sunflower Fund, a non-governmental and non-profit organization based in Cape Town with a stated aim to help South African citizens diagnosed with leukemia and other life-threatening blood diseases. In the wake of the celebration in 2007, Paterson said "We will be donating money for every bra that gets sold in March.

We will donate money to the Sunflower fund. We are having big parties, we have special National Cleavage Day cocktails that have been created and for every cocktail bought R2 will be donated to the sunflower fund". National Cleavage Day is being celebrated at office premises, restaurants and bars throughout the nation.

Most people polled on the streets during the celebrations in 2002 expressed positive view on this event. During the occasion of the National Cleavage Day in 2002, twenty local girls in Johannesburg and another twenty girls in Cape Town were called in for the purpose of distributing stickers and G-strings to selected female drivers. The celebration of the NCD in 2006 started early in the morning of April 7 when women showing their cleavages in Edgars, Foschini and Truworths at La Lucia Mall, Gateway Shopping Centre and the Pavilion handed out Cosmopolitan magazines free of cost to customers.

A competition was organized at the Cafe Vacca Matta called the "Best Cleavage". Thousands of women in the province of KwaZulu-Natal displayed their cleavages in support of this event. Local manufacturers and retailers of undergarments have joined in support of the celebration of the NCD and it marks some new industry shifts.

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