Technology
From Jingles to TV Specials to Live Selling: How Shopee Turned 9.9, 11.11 and 12.12 Into National Shopping Events
In the Philippines, dates like 9.9, 11.11 and 12.12 now mean one thing: mega online sales. Shopee built these "double days" into national events with celebrity ambassadors, Christmas jingles, prime-time TV specials and, more recently, live selling. This piece examines the playbook.