Scalping in the Philippines has embedded itself into everyday consumer life

From turning moments meant for enjoyment into competitions shaped by speed, consumerism, and resale value, scalping has found itself thriving in the everyday market of Filipinos.

Scalping in the Philippines is no longer confined to headline concerts or high-value collectibles. It now cuts across multiple industries, from fast food and live entertainment to film distribution, changing how Filipinos access experiences in the digital age.

The most recent example surfaced in the unexpected space of kiddie meals. Just days after Jollibee launched its Pokémon Evolution Surprise toys to mark the game franchise’s 30th anniversary, figurines meant for children were already circulating on e-commerce platforms and buy-and-sell groups.

Individual toys were listed for nearly twice the cost of the ₱109 kiddie meal, while bundled “complete sets” were listed at even higher prices. The speed at which the toys entered resale platforms mirrored the hype of products defined by perceived scarcity and marketability.

Not a ‘unique’ experience

This behavior is not unique to Pokémon. Global resale platforms have enabled the collectibles resale market, including toys, trading cards, and memorabilia, which has grown steadily over the past decade, fueled by online marketplaces that remove geographic and logistical barriers.

Even low-cost items become viable resale assets when demand is concentrated and supply is perceived as limited. In the case of Jollibee, the absence of a nationwide purchase cap allowed bulk buying to remain technically permissible, accelerating shortages at the branch level.

This phenomenon is part of a broader shift in consumer behavior influenced by digital market growth. The Philippine e-commerce sector is expanding rapidly, with its market value projected to reach ₱2.2 trillion by 2028, driven by younger consumers, wider digital payment adoption, and rising online engagement across demographics.

Entertainment blues

Live entertainment shows a more mature and expensive version of the same problem. In Southeast Asia, ticket scalping has been repeatedly flagged by promoters as a major leakage point in the live events economy.

Filipino fans have felt this repeatedly, especially during high-demand K-pop and international sports events, where tickets often disappear within minutes only to reappear online at steep markups.

The controversy involving SM Tickets and its response to anti-scalping proposals highlighted how infrastructure gaps enable the practice. Without mechanisms such as non-transferable tickets, verified identities, or capped purchases, scalping becomes a predictable outcome of system design.

Film tickets

The film industry offers an equally damaging example. During the 51st Metro Manila Film Festival in December last year, festival passes were distributed alongside regular ticket sales. While passholders pay a nominal screening fee, producers receive no revenue share from those passes.

When oversupply enters resale channels, filmmakers lose revenue, cinemas earn marginal fees, and resellers extract value from a system never designed to support them.

Across sectors, scalping thrives when there is high demand, limited or poorly managed supply, and platforms enable rapid resale. In the Philippines, the expansion of digital marketplaces has dramatically lowered entry barriers.