Shopee marks a decade in the Philippines with star-studded holiday reunion

Shopee is marking its tenth year in the Philippines with a celebrity-driven Christmas campaign that pays tribute to the community that shaped the country’s online shopping culture. The eCommerce giant has reunited three of its most recognisable ambassadors - Vice Ganda, Kim Chiu, and Jose Mari Chan - in a festive film designed to tap both brand memory and cultural sentiment.

Since its arrival a decade ago, Shopee has become embedded in Filipino daily life, from payday splurges and “budol” hauls to lockdown essentials and the holiday jingles that have become seasonal staples. According to Vincent Lee, head of Shopee Philippines, the brand’s evolution has been inseparable from the behaviour of local users.

“A decade here taught us that eCommerce works best when you listen,” Lee said. “Filipinos shaped how we built Shopee here. We learned how people shop, celebrate, and support each other, and we adapted from there. It shaped everything from our payment and delivery experience to how we bring excitement into every sale season. We didn’t just grow in the Philippines; we grew by learning with this community. This reunion is our way of saying thank you for welcoming Shopee into everyday life.”

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The #Shopee10Pasko campaign revives one of the platform’s most potent marketing formulas: entertainment-driven ambassadors who blend humour, music, and festive energy. Jose Mari Chan (2018–2022), Kim Chiu (2021), and Vice Ganda (2023) all played pivotal roles in Shopee’s biggest seasonal pushes over the years, helping cement the app’s association with the Filipino Christmas rush.

Their reunion film revisits their early-era looks and distinctive quirks - a deliberate mix of nostalgia and contemporary energy meant to remind users how online shopping has evolved alongside their own lives.

Shopee is rolling out a series of activations designed around real user behaviour. Through #Shopee10Pasko, shoppers can share their favourite platform memories for a chance to receive surprise vouchers through direct messages. From 1 to 12 December, Shopee is also offering 1,200 pesos (US$20.4) worth of in-app vouchers daily through its Shopee 12.12 Voucher Pamasko programme.

A new “Shopee Unboxed” feature adds a personalised element, giving users a year-in-review that highlights their shopping habits and even retrieves purchases dating back to their earliest days on the platform.

Looking forward, Shopee is doubling down on accessibility and logistics, with investments aimed at making deliveries quicker nationwide. These include new air routes for VisMin, additional warehouses, and Fulfilled by Shopee, where the platform manages packing and shipping to reduce delivery times and costs.

Lee underscored the importance of regional accessibility: “Our investment in VisMin is personal to us. Fast delivery shouldn’t only be a Metro Manila experience; every Filipino deserves convenience and access, wherever they live.”

The company also reaffirmed its commitment to MSMEs, local sellers, and creators - continuing to position eCommerce not just as a retail channel but as a driver of economic participation. As it enters its second decade, Shopee is leaning on a formula that has served it well in the Philippines: cultural fluency, high-impact ambassador marketing, and a focus on practical convenience delivered at scale.

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