"High Prices Boost Popularity of B-Grade Agricultural Products"… 11st Sees Surge in UglyLovely Sales

Transaction Volume Surges 7 Times Year-on-Year
Live Broadcast Viewers Reach 670,000 Cumulative

Ugly Lovely Agricultural Products of 11st. (Photo by 11st)

[Asia Economy Reporter Lim Chunhan] 11st announced on the 29th that sales of Uglybly, a B-grade agricultural product, have significantly increased as high inflation continues.

Uglybly is 11st's producer collaboration brand that gathers and offers imperfect agricultural products with blemishes or uneven shapes and colors that occur during the cultivation process. The number of items sold has expanded from 8 types in 2020 to 29 this year, including plums, flat peaches, and Shine Muscat grapes. Seasonally, a variety of agricultural products such as mini chestnut pumpkins, potatoes, and sweet potatoes, as well as seafood like rockfish, mackerel, Spanish mackerel, and hairtail, are offered, with prices averaging 20-30% cheaper than regular products.

According to 11st, from the 1st to the 25th of this month, the transaction amount of Uglybly increased sevenfold compared to the previous year. The cumulative number of viewers for two Uglybly live broadcasts held this month reached 670,000. On the 30th, ‘Uglybly House Tangerines’ will be offered at prices more than 20% cheaper than regular products.

An 11st official said, “As soaring prices expand customers’ frugal consumption trends, the popularity of value-for-money brands has increased. Not only are the prices reasonable, but the product quality is also excellent, resulting in a high repurchase rate among customers. Additionally, the collaboration stories with local farms and small and medium-sized brands are also a popular secret that customers empathize with.”