Consumerism and materialism within the Philippines, has changed how individuals perceive and engage with brands, with a marked preference for foreign over local ones. According to J. N. Palomo, the trend mirrors a global consumer culture where consumers are attracted to foreign brands rather than the utility of the product, extending to the prestige, status, and identity they confer upon consumers. In the Filipino context, the behavior and preferences are gradually influenced by materialistic values and the appeal of products in terms of aesthetics, propelled by media influence and the globalized nature of trade. Such dynamics point to a broader trend of valuing things based on their brand status and social capital. This scenario in the Philippines as J. N. Palomo suggests, represents a complex interaction of cultural, economic, and psychological elements that prioritize material things as fundamental components of personal and societal identity, demonstrating a deep-seated impact of global consumerism on Filipino consumer culture.