MANILA, PHILIPPINES – The official countdown to the holiday season has been kicked into high gear! Shopee, the leading e-commerce platform in Southeast Asia, Taiwan, and Brazil, is set to make its year-end festivities its biggest yet as it celebrates its 10 years of online holiday cheer. The celebration brought together a dazzling trio of Philippine stars such as Vice Ganda, Kim Chiu, and the Father of Philippine Christmas Music, Jose Mari Chan.
This reunion brings back the jingles, punchlines, and countdowns that kicked off the holiday rush — the moments that helped turn Shopee into a modern Christmas tradition where each of Shopee’s ambassadors has left a unique mark on the platform’s journey.
Jose Mari, who was named as the Shopee ambassador from 2018–2022, brought warmth and nostalgia with his iconic jingles that defined the sound of every Filipino Christmas countdown.
“This is my first time to be grouped together with Vice Ganda, and Kim Chiu so I was really looking forward to this. When they told me that I will be with them, [I said] ‘Wow, I couldn’t sleep’ because I am very excited,” Jose Mari shared.
Kim, on the other hand, added charm, energy, and a fresh spirit that resonated with a new generation of online shoppers when she became a Shopee ambassador in 2021.
“I am very honored and thankful. This is a very big milestone for me na mapasama sa ganitong kalaki at ka-bonggang campaign with the brand na very trusted ng bawat Pilipino,” Kim noted.
Meanwhile, Vice infused humor, wit, and authenticity with audiences through laughter and relatability when she became the platform’s ambassador in 2023. Together, they represent the evolution of Shopee’s story — one built on music, joy, and the shared traditions that make Filipino celebrations truly one of a kind.
“Dream ko ito eh, kasi sa tuwing makikita ko yung Christmas campaign ng Shopee lagi, aabangan palang pagka-Ber months si Mr. Jose Mari Chan kaya sabi ko sana magkasama kami ni [Jose Mari Chan] sa Shopee campaign tapos kasama ko pa si Kim Chiu, maliban sa Its Showtime, nagkasama kami. First time naming magsama sa isang endorsement nang sabay na campaign kaya nakakatuwa,” Vice said in an interview with press.
She added, “Malaking honor para sakin na mapasama sa [campaign] na ito kasi again, momentous nga siya kasi 10th anniversary. Ang dami na rin kasing naging ambassadors ng Shopee pero kami yung napiling tatlo na pagsama-samahin dito sa very important ads or campaign nila, kaya honor talaga na mapasama sa tatlong ambassadors na pagsasama-samahin for this project. It’s been a while din since I did a campaign or project with Shopee, so to be reconsidered nakakatuwa na may trust pa rin ang Shopee sa akin.”
Meanwhile, Shopee Philippines Head Vincent Lee emphasized that the message of this reunion is one of gratitude — showing appreciation for Filipino consumers, families, and brand ambassadors who have been part of Shopee’s journey. This also reflects Shopee’s recognition of the community’s role in its development.
“We thought we’d bring back all the iconic figures that grew and helped us along the way together. So eventually, we invited the three of them together for this year’s Christmas Campaign,” Vincent told adobo Magazine.
“What we really want to express is our deep gratitude — for how we’ve grown together with Filipino consumers, families, and our iconic brand ambassadors,” Vincent added while noting that the decade-long milestone of Shopee means that they are continuously committed to the country and to the market while continuously reinventing themselves “to make shopping a daily thing a lot easier and a lot smoother.”
Shopee 10 Pasko film
The centerpiece of the campaign is the Shopee 10 Pasko film, where the iconic trio revisits beloved looks and signature quirks from their early eras, blending nostalgia with today’s energy. The film also celebrates how far Filipinos have come on their online shopping journey, reflecting the platform’s long-standing connection to local culture and holiday excitement.
When asked what makes the campaign uniquely Filipino in spirit, Vincent reflected on his stay here in the Philippines while acknowledging the early and special way Filipinos celebrate Christmas and mentioning how it’s imbued with generosity, love, family togetherness, and joy.
“I’ve been here for more than five years now, and what I learned during my first Christmas is that it starts as early as September. That says a lot, because Christmas here is unlike anywhere else in the world. It’s filled with generosity, love, family, and laughter. But more than anything, it’s the togetherness that truly makes it special,” Vincent said.
Alongside the highly anticipated film, Shopee is rolling out holiday activities inspired by real user moments. These include #Shopee10Pasko on social media, where shoppers can share their favorite Shopee memories and receive surprise vouchers via direct message.
Avid online shoppers can also enjoy an in-app PHP 1,200 worth of vouchers every day through Shopee 12.12 Voucher Pamasko from December 1 to 12.
Lastly, they can also look back on their milestones with Shopee Unboxed, a personalized year-in-review feature that surfaces key milestones from each shopper’s history, including purchases made as far back as their earliest Shopee days, up to ten years ago.
Moving forward
As Shopee successfully caps off its first decade of connecting buyers and sellers across the Philippines, the e-commerce giant has clearly defined its strategic focus for the next ten years: to make online shopping faster, more affordable, and more accessible nationwide.
This includes Unlimited Free Shipping, faster VisMin delivery through new air routes, local warehouses, and Fulfilled by Shopee, where orders are packed and shipped directly by Shopee teams so they arrive sooner and often at a lower cost. These investments help more communities experience e-commerce convenience while creating jobs and supporting local businesses.
Beyond shopping, Shopee remains committed to empowering MSMEs, local brands, and creators, making digital opportunities possible for more Filipinos. Because here, shopping isn’t just buying — it is about progress, celebration, and connection.
Ultimately, Vincent envisioned further strengthening Shopee’s relationship with Filipino consumers, sellers, and the broader ecosystem. This ongoing commitment is about shared growth and building lasting connections.
“We’ll continue to strengthen our relationship with the Philippines. The past few years have shown our deep commitment to this market and its consumers, and we’ll keep building on that — nurturing our connection with buyers, sellers, and the entire ecosystem.”
