How ‘budol’ culture makes Filipinos overspend
REPORT
3 Apr 2024
How ‘budol’ culture makes Filipinos overspend

‘Budol’ culture is a phenomenon that influences Filipinos to shop online impulsively because of social media trends and recommendations from friends. While this can promote a sense of community among buyers with the same preferences, it can also lead to overspending and mindless purchases.

Nicole Briones

Nicole Briones is the managing director of Vero Philippines, a brand communications consultancy in Southeast Asia. Nicole has many years of experience in strategy and spearheading campaigns and leads a team of communication experts.

Bianca Lingad

Bianca Lingad is an e-commerce planner at Wavemaker, a digital and media marketing agency, where she works on digital ads on Meta and online shopping platforms in the Philippines. Bianca studies consumer audience behaviour and how effective certain ad formats are in driving sales online.

Gaby Baizas

Gaby Baizas is a journalist and researcher from the Philippines. She writes about social media, online culture, and false narratives that spread across digital spaces. When she’s not working, she creates false narratives of her own by fantasising about things that will never happen.