Southeast Asian e-commerce platform Shopee has officially signalled the return of its annual 10.10 Brands Festival, at the same time formally introducing — albeit controversially — its newest female brand ambassador it has been teasing through its social media channels — local celebrity and vlogger Toni Gonzaga.
“We are trending since yesterday and today we are grateful to our netizens for the mentions and for the engagements. We are grateful for them because they are also one of the reasons why we are here where we are today,” Gonzaga, a known supporter of Pres. Ferdinand Marcos Jr., said.
Gonzaga became a trending tropic in social media as “Kakampink” netizens called on the public to boycott and uninstall the Shopee app for signing up the actress-singer as an endorser. Social media personality Ding Velasco, a fierce critic of the Marcos and Duterte families, said around five million users of the Philippines have already left the shopping app.
Addressing the firestorm created by its decision to sign up Gonzaga as a brand ambassador, Shopee Philippines said in a statement to the media that it “chooses its Brand Ambassadors solely based on their mass appeal” and not on their political beliefs.
During her first media appearance as Shopee’s brand ambassador in Taguig City, Gonzaga expressed her delight at the return of face-to-face events and activities in the country.
“Slowly, we are going back with our old times where we are able to host these kinds of events. I feel really blessed to be a part of a family that’s giving so much joy to millions of Filipinos not just here nationwide, but also worldwide,” Gonzaga shared after recounting her personal experiences surrounding her online shopping habits in 2020 and 2021.
“It’s my son’s birthday tomorrow, he’s turning six years old. I recently purchased a lot of plushies that I’ll be giving away to the guests of his birthday this Saturday,” she added.
As part of her new responsibilities for Shopee, Toni Gonzaga will be performing the company’s “Mas Mura sa Shopee” jingle which will be broadcasted as a TV commercial, as well as played on Shopee’s official pages across several social media platforms.
All throughout October 1-12, Shopee will be offering 50% off brand deals, 15% off daily discounts, and free shipping vouchers with no minimum spend. Some of the companies Shopee will be collaborating with include Realme, Infinix, Oppo, Gamextreme, TP-Link, Huawei and several other lifestyle brands.
“Beyond our attractive brand deals and entertainment features, we also have programs that give brand ‘suki’ shoppers even more benefits when they shop on Shopee. By signing up to the brand and merchants’ program of their choice, shoppers are actually able to accept exclusive perks and gifts from their favorite brands,” said Shopee Philippines director Martin Yu.
Shopee will also be holding a “Big Midnight Sale” from 12 midnight to 2 AM on October 10, featuring wearable accessories like the Samsung Galaxy Buds Live and OPPO Band B1, as well as lifestyle gear like the Crocs Crocband Flip and an insulated water bottle from Aquaflask.
“Whether they’re stocking up on household essentials, looking to upgrade their gadgets, or sprucing up their homes or wardrobes, Shopee will give value seekers the best deals from October 2 to October 9 with our back-to-back Super Brand days featuring all these major brands,” he added.
Yu emphasized on the importance of working closely with its partner brands to deliver the best of brand deals available for its online customers and create “a more meaningful” year-end shopping experience.
Last month in August, Shopee’s holding company Sea Limited reported a total net loss of $931.2 million, more than double the figure at the same period of the previous year. Moving forward, the company plans to focus its strategies on efficiency and optimization for the long-term strength and profitability of its e-commerce business.
