The buzzword “nepo baby”—short for nepotism baby—has entered Filipino conversations. It describes children of the wealthy and influential who flaunt their status online instead of showing merit. Some of them do monetize their content, but the display of privilege still leaves a sour taste.

Ordinary Filipinos have been quick to react, especially when these “influencer heirs” post about luxury brands and overseas trips while much of the country struggles with inflation, food insecurity, and floods. As one viral remark captured it: “We’re counting coins for jeepney fare, and they’re counting zeros on their dinner bill.”

What draws criticism are the curated posts: designer purses, European vacations, endless shopping hauls, and polished TikTok snippets of opulent lifestyles.

Of course, the “nepo baby” label isn’t unique to the Philippines. Hollywood has Lily-Rose Depp, Zoë Kravitz, and Jaden Smith. But in the U.S., many highlight their own effort and craft to justify their careers. In contrast, here at home, the flaunting appears more blatant. Part of that may be cultural—Filipinos genuinely admire fashion and aspirational living. Even amid economic challenges, the luxury sector is thriving. Manila is a magnet for high-end retail, with labels like Hermès, Louis Vuitton, Chanel, and Gucci expanding in Greenbelt and BGC, catering to both the wealthy and those chasing status.

This makes the contrast with the “old rich” striking. San Miguel’s Ramon Ang reportedly ensures his children start at the bottom before assuming major roles. The Gotianuns of Filinvest prepare heirs quietly through finance and real estate training, not TikTok tutorials. The Villars also steer their children toward discipline and business management rather than social media spotlight.

Wealth, in itself, isn’t objectionable. What grates is the insensitive parade of it. At a time when Filipinos are coping with disasters and rising costs, respect won’t come from flaunting bags or vacations—it will come from humility. If the next generation of elites channeled their platforms toward relief efforts or meaningful causes, they would not only gain followers but also set an example worth emulating.