SEOUL, South Korea – 11th Street (11st), one of South Korea’s leading e-commerce platforms, officially announced on May 4th the commencement of its most significant shopping event for the first half of the year: the "Grand 11th Day." The 11-day shopping extravaganza is scheduled to run from May 6th to May 16th, promising unprecedented discounts and an innovative shopping experience for millions of consumers.
This year’s festival marks a strategic expansion for the company, featuring over 140 'Premium Partner' brands—a 20% increase compared to the previous year. The lineup includes global and domestic giants such as Samsung Electronics, LG Electronics, CJ CheilJedang, Coca-Cola, Amorepacific, and Dreame. By strengthening these partnerships, 11th Street aims to secure price competitiveness at an "online lowest price" level while integrating diverse entertainment-based commerce content.
Innovative "Treasure Hunter" Concept and Gamified Shopping
A standout feature of this year’s event is the newly introduced "Treasure Hunter" corner. Embracing the "gamification" trend in retail, this search-based special deal requires customers to find specific products based on hints released every morning at 9:00 AM.
A total of 121 curated items, including the 2026 Samsung Inverter Dehumidifier, Hanil "Baby Wind" fans, and the iconic Bao Bao Lucent tote bags, will be released—11 items per day. This approach is designed not only to offer discounts but to increase user dwell time and engagement on the platform, turning a routine purchase into an interactive event.
Deep Discounts: "Half-Price Deals" and "Time Deals"
To cater to the rising demand for essential goods and seasonal electronics, 11th Street is launching "Half-Price Deals" on Mondays, Wednesdays, and Fridays at 8:00 AM. Key items include Gong Cha Black Milk Tea (L) on the 6th, Downy Laundry Detergent sets on the 8th, and Mega MGC Coffee Zero Lemon Matcha Iced Tea on the 11th.
Furthermore, the flagship "Time Deal" section will feature over 1,800 products, with a heavy focus on early-summer appliances and "Family Month" (May) gifts. Highlights include the Samsung Bespoke Window Fit air conditioner, Cuckoo Eco-Whale food waste processors, and premium Sulwhasoo skincare sets.
The "Rush" corners—"10-Minute Rush" and "60-Minute Rush"—will operate daily at 10:00 AM and 6:00 PM, respectively, offering rapid-fire discounts that appeal to savvy "cherry-pickers" looking for the best value in short windows of time.
Expanding Live Commerce and Membership Perks
"LIVE11," 11th Street’s dedicated live commerce arm, has increased its broadcast frequency to 130 sessions for this festival. Exclusive deals on products like Philips electric shavers and LG CineBeam projectors will be aired. To further incentivize participation, one lucky viewer of the 10:00 PM daily broadcast will be awarded 1 million 11Pay Points (equivalent to 1 million KRW).
In an effort to lock in loyal customers, the platform is also leveraging its new membership program, "11st Plus." New members can access "Welcome 500-won Deals" and benefit from stacked rewards, including relay discount coupons, 7% discount vouchers, and T-Membership (SK Telecom) integration.
Strategic Implications for the E-commerce Landscape
Industry experts view this "Grand 11th Day" as a critical move for 11th Street to solidify its market share amidst intensifying competition from both domestic giants like Coupang and rising Chinese platforms. By focusing on "Premium Partners" and "Exclusive Tech," 11th Street is positioning itself as a platform that offers quality and trust alongside low prices.
Park Hyun-soo, CEO of 11th Street, expressed strong confidence in the event: “For the May Grand 11th Day, we have focused all our capabilities on providing disruptive price benefits and differentiated shopping content. As we have prepared the best shopping advantages of the first half of the year, we hope our customers enjoy the powerful thrill of shopping that can only be experienced at 11th Street.”
As the "Grand 11th Day" kicks off tomorrow, the industry will be watching closely to see if this blend of premium branding and gamified retail can set a new standard for seasonal shopping festivals in the post-pandemic era.
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