For a generation of Filipinos, the early 2000s hit song "Itsumo" by DiCE and K9 Hi-C was more than just a romance rap. It was a soundtrack to youth, T9 keypad phones, and the burgeoning hip-hop scene. Two decades later, the Japanese word "itsumo"—meaning "always" or "habitually"—has taken on a new, unexpected meaning in the Philippines. It now aptly describes the widespread, habitual patronage of Japanese surplus and second-hand shops across the archipelago.
The Evolution of a Surplus Culture
This affinity for surplus goods is not a fleeting trend but a deeply ingrained part of Filipino life. The phenomenon has roots in post-World War II ingenuity, when surplus GI jeeps were famously repurposed into the iconic jeepney, a national symbol of transport. This practical mindset paved the way for a broader culture of thrift, evolving into the beloved ukay-ukay (thrifted clothing), pre-loved shoes, and even curated second-hand luxury items.
Today, the scope of Japanese surplus has expanded dramatically. Shops are filled with an array of items: from ceramic wares and kitchen utensils to sofas, cabinets, electronics, multicab vehicles, and footwear. What began as a search for affordable, practical goods has matured into a full-fledged culture and, for some, a passionate pursuit. The trade has grown so lucrative that it has spawned a tiered business model, with some entrepreneurs engaging in "select" buying—handpicking branded shoes, bags, and appliances directly from shipments before they hit the retail floor.
Quality and Trust: The Core of the Appeal
Why has Japanese surplus captured the Filipino imagination so completely? The central answer is unwavering quality. Japanese products have earned a global reputation for durability, meticulous craftsmanship, and functional design. Many items found in surplus shops appear barely used, sometimes indistinguishable from brand-new goods.
This consistent quality has fostered immense trust among Filipino consumers. This trust, in turn, fuels high demand, causing these surplus shops to multiply rapidly. They have mushroomed beyond major cities, becoming common fixtures in provinces and towns nationwide, making Japanese quality accessible to a broad segment of the population.
When Habit Meets Excess: A Call for Mindful Consumption
As the itsumo habit solidifies, it prompts essential questions about consumption patterns. Are purchases driven by genuine need, or by the tempting combination of low price and perceived value? Could homes be gradually filling with items that may never see regular use? At what point does a harmless habit risk turning into an addiction to acquisition?
Ironically, the culture from which these goods originate offers a guiding philosophy. In Japan, there is a common practice of releasing possessions without excessive sentimental attachment, based on the belief that items should move on when they no longer serve a purpose. This mindset was popularized globally by organizing consultant Marie Kondo with her simple, poignant question: "Does it spark joy?"
There is nothing inherently wrong with appreciating surplus goods. It can be an economical choice, a sustainable practice that extends product lifecycles, and a culturally meaningful activity. However, the key lies in moderation and intentionality. The term itsumo may describe the frequency of a habit, but it should not be used to justify excess. Ultimately, the measure of value is not in the volume of our acquisitions, but in the wisdom we apply in choosing what to truly keep and cherish.
