22/05/2026
In the Philippines, there’s a word for “I opened TikTok for five minutes and somehow spent 1500 pesos” — it’s called budol. 👀
Behind the jokes and hauls is something bigger: a shift in how Filipinos discover, trust and buy. Today, true influence comes from creators, comment sections and relatable “trying this thing so you don’t have to” content.
People trust an unfiltered review more than a perfect brand shoot. For brands, that means becoming culturally fluent for the new way of shopping — through discovery and community. Swipe for more insights.
PS: For a deeper dive, read our blog: https://www.thisismutant.com/post/how-does-budol-culture-influence-consumer-behaviour-in-the-philippines
