At a time when trends come and go in the blink of an eye, one of the most striking and unexpected phenomena in China today is the rise of “ugly-cute” consumer items—odd, whimsical products that delight by defying traditional beauty expectations.

The Exhibition Captivating Hangzhou and Beyond

In Hangzhou, Taobao—the Alibaba-owned e-commerce platform—has unveiled a one-of-a-kind exhibition titled “Era of Uglies Has Arrived.” Showcasing over 300 of the most visually unconventional products celebrated in Taobao’s annual Ugly Stuff Competition—or the Uglies Award—this exhibition has drawn more than 3,000 visitors daily from late July through mid-August .

Items on display range from cabbage-leaf-inspired sandals to stacks of quirky cat pillows—each bizarre in its own right, yet beloved by many for their playful charm .

The Rise of Emotional Consumption

What’s behind the popularity of these decidedly odd products? Experts attribute it to a sweeping trend known as "emotional consumption." Especially among younger generations, consumers are drawn to affordable items that allow them to stand out and express individuality. Since 2020, “ugly” items have raked in over 100 million yuan (about $13.9 million) in sales—an impressive indicator of both their quirky appeal and market power .

One standout among these novelty items is the "ugly-cute" Labubu toy—recognized for its whimsical grin and massive eyes. Labubu has garnered global attention, even earning celebrity fans like Rihanna and David Beckham .

Why Ugliness Resonates as Beauty

Visitors to the exhibition have voiced a growing sentiment: “Ugliness is another form of beauty.” This perspective reflects a broader cultural shift—one that questions conventional aesthetics and celebrates creativity in unexpected forms .

What This Means for Brands and Marketers

For marketers and brands looking to tap into today’s zeitgeist, the key takeaway is clear: embrace the unconventional. These “ugly-cute” items aren’t just novelties—they’re symbols of authenticity and emotional connection. By fostering creativity and letting go of rigid beauty norms, brands can resonate with a growing base of youth consumers craving uniqueness and self-expression.