On August 15, 2025, Taobao, a subsidiary of Alibaba, launched the inaugural “Era of Uglies” exhibition in Hangzhou, showcasing more than 300 quirky and aesthetically unconventional products from its annual Ugly Stuff Competition, also known as the Uglies Award. Running from late July to mid-August, the exhibition attracted over 3,000 visitors each day, celebrating unique items such as cabbage-leaf sandals and misshapen cat pillows.
Yu Hu, the project lead for the Uglies Award, reported that ‘ugly’ products have generated over 100 million yuan (approximately $13.94 million) in sales since 2020, with current growth rates in the double or triple digits. This trend, driven by younger consumers seeking individuality and affordable luxuries in a sluggish economy, is characterised as “emotional consumption.” One standout product, the Labubu accessory, has gained international fame, receiving endorsements from celebrities like Rihanna and David Beckham.
China's favourite 'ugly' products celebrated with exhibition https://t.co/41bv5zGO4u https://t.co/41bv5zGO4u
— Reuters (@Reuters) August 15, 2025Visitors like Mei Duo, 55, praised the exhibition, saying, “Ugliness is another form of beauty,” which highlights its creative appeal. The event reflects a shift toward valuing unique, expressive products and resonates with Gen Z’s preference for individuality.
The exhibition highlights the growing trend of “blue ocean” emotional consumption, where unique products meet the demand for affordable self-expression. Taobao’s platform, which boasts 800 million monthly active users, capitalises on this trend to increase sales, setting an example for e-commerce innovation in China’s competitive market.
Taobao’s ‘Era of Uglies’ exhibition redefines beauty standards and promotes e-commerce growth, reflecting changing consumer values. This could impact global retail trends.
