As the West goes, so go Filipino consumers online – study
Crocs, Yeezy sneakers, green hair dye and cryptocurrency are among the trends that stung the online interest of Filipino consumers following Western media coverage, according to a study conducted from May 2019 to April 2021 by a Southeast Asian e-commerce aggregator iPrix Group.
These trends were observed by tracking the Google search volume for products that became popular in the West after being supported by the ambassadors of the Hollywood brand and influencers.
The study found that the Philippines had the highest search volume for targeted keywords in all of Southeast Asia, indicating ee to balance of Western pop culture oworm Filipinos versus citizens of neighboring countries.
CAUSE RETURNS AND TRENDS
A product that has crossed the ocean for Philippines shores was Crocs, which relaunched its brand in 2020. In July, the shoe brand collaborated with Kentucky Fried Chicken (KFC), causing their media coverage and sales to increase in the United States. In the Philippines that same month, iPrice saw a 121% increase in Google searches for the shoe brand from January.
Collaborations with rapper-songwriter Bad Bunny, celebrity Justin Bieber, musician Post Malone, and actress Priyanka Chopra, all spread throughout the year, further contributed to her upward trajectory. This assault on Western coverage caused Filipino Google searches for Crocs to peak at 210,000 by the end of the year, an increase of 185% since the start of the year.
During this time, iPrix reported that the jump in search volumes in Indonesia, Vietnam, Thailand and Malaysia were not as large. Google searches for Crocs in Indonesia, for example, only reached over 37,000, despite the country having more than three times the Google population of the Philippines.
Another product that caught the attention of Americans and Filipinos was green hair dye. Thanks to Grammy-winning pop star Billie Eilish, searches in the Philippines jumped 72% after she dyed her roots green and appeared on the cover of She magazine in September 2019.
Each time tthe singer with green hair published content, Filipino searches would increase. Prior to March 2020, she appeared at the Oscars and on the cover of Vogue magazine, and that month, iPrix saw searches increase 141% from January.
As in the case of Crocs, the rest of Southeast Asia has‘t Google dyes hair as green as the Philippines did, who iPrix cited as evidence from the west weight oworm online consumers in the country. Ms Eilish was scheduled to tour Manila in September 2020, but the concert was canceled due to the pandemic, a blow to many of her fans in the country.
THE POWER OF CELEBRITY
When it comes to celebrity influence, Kanye West was also popular among Filipinos. He released his Yeezy Boost 350 V2 Yeezreel sneakers in December 2019, causing a 132% increase in searches compared to January. This also happened in December 2020, when searches for Yeezy increased 37% since the start of 2020 after the Yeezy Boost 350 V2 Bred was announced.
This kind of effect wasn’t just limited to brands. Cryptocurrency, already a hot ticket everywhere the world, was mentioned by Mr. West in Joe Rogan’s podcast in October 2020, which caught the interest of Filipinos, as their Google searches show, growing 53% since then.
In the first months of 2021, many Celebrities brought digital currency to attention, from Jay’s mentions–Z and Paris Hilton, an announcement from Snoop Dogg’s non-fungible token collection (NFT), to Tesla buying over $ 1 billion worth of bitcoin. In April, Filipino cryptocurrency searches were up 542% from October 2020.
However, it is possible that cryptocurrencies have already become a hot market in the world, regardless of the influence of celebrities. iPrix reported that the volume of crypto research in other Southeast Asian countries was also high. According to iPrix, Filipino search spikes coincide with significant media coverage in the West demonstrates the influence of Western pop culture on the nation’s online consumer population. – BrontÃ« H. Lacsamana
The Google search volume was taken from Google Keyword Planner, for the period May 2019 to April 2021. “Crocs”, “Yeezy”, “cryptocurrency” and “green hair dye” were the keywords used for get search volume. The events of Western influencers were taken from outside sources.