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Picture of Jessa Jane Lugagay, Screenshot,2025
Jessa Jane Lugagay, a woman from Davao City in the Philippines, emerges in a series of accounts linked to criminal activities within the red-light milieu, particularly tied to fraud, prostitution, and organized romance scams. She has got plenty of names.
Davao, a vibrant metropolis in the southern Philippines on the island of Mindanao, is renowned for its stringent security measures under former mayor Rodrigo Duterte, who turned the city into a symbol of order and low crime rates. Yet, beneath this facade, a hidden network of call centers and illicit operations thrives, especially on the fringes of society. Here, amid tropical heat, urban sprawl, and a blend of Christian-majority and Muslim neighborhoods, groups specialize in exploiting foreigners, with Jessa Jane Lugagay portrayed as a central figure, often as a pimp or accomplice in a broader fraudulent scheme.
The connection to Davao is particularly highlighted by reports of call centers in Mindanao serving as hubs for romance scams, targeting victims from Europe and the USA with emotional manipulation and financial extortion. Operating in the anonymity of offices or private homes, these groups create fake identities and spin tales of hardship and love to extract money.
Jessa Jane Lugagay, described as a woman with a striking, robust appearance used in videos and chats to build credibility, is said to have worked alongside figures like Melissa Lonjawon Sereno—a supposed prostitute and actress in these schemes. Sereno, operating under aliases like Shania, is depicted as the core of the deception, fabricating relationships and tragedies, such as a niece’s death in an accident backed by recycled 2017 news footage, to demand money for alleged travel, medical emergencies, or bail. Lugagay, meanwhile, takes on the role of organizer and pimp, orchestrating calls and ensuring the lies align seamlessly.
Lugagay is having dinner, Facebook, 2025
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In a specific case detailed by a German victim named Otto—a pseudonym for a real individual—the scam spans 18 months, resulting in significant financial loss. Otto, initially lured through seemingly harmless online contacts, is bombarded with stories. Melissa, claiming to live in Davao or Bislig, spins tales of family crises, financial struggles, and a fictional trip to Malta that never happens. Lugagay films scenes featuring herself and Sereno, such as Melissa tearfully begging for money or Lugagay posing as a “friend” to lend authenticity.
These videos, often spontaneous and infused with TikTok-style elements, serve as proof to entangle victims further. The methods are sophisticated and cruel. Deliberate misspellings in messages to mimic a “genuine” Filipina, rotating shifts in call centers to keep the scam running, and a mix of emotional blackmail and sexual undertones rooted in the red-light milieu. Prostitution here is not just a service but a tool of manipulation, with Lugagay as the pimp directing the women, recruiting clients, and distributing profits.
Davao’s milieu itself fuels this dynamic, despite official policies under Duterte treating prostitution as a health issue rather than a crime, as long as no forced labor or trafficking is involved. In neighborhoods like Isla Verde, where narrow alleys and mosque prayer calls shape the scene, women stand on street corners, often without visible pimps, but networks like Lugagay’s lurk behind the scenes. These groups benefit from the city’s relative safety—no shootouts like in nearby rebel areas, yet enough anonymity for illicit activities. Lugagay is described as a ruthless player, driven by greed and prejudice, including a noted disdain for the LGBT community that surfaces in interactions. She presents herself as part of a “normal” family to lure victims like Otto, while profiting from their exploitation. The scam escalates when Sereno claims to face imprisonment, with Lugagay filming tearful pleas for “bail money” to extract hundreds of euros.
Other victims, including men from Germany, report similar patterns. Parallel extortions where Lugagay and her accomplices target multiple victims simultaneously, demanding “loans” never repaid and using threats or false promises to keep them hooked. The stories intertwine, from alleged house spirits in Sereno’s home to impossible last-minute trips, like a four-hour flight from Malta to Manila. Lugagay, always with a camera, records these moments to recycle for new victims, relishing her dominant role. Despite exposure, she portrays herself as innocent, a victim of circumstance, even as evidence—chat logs, transfers, and videos—confirms her involvement.
Ultimately, Jessa Jane Lugagay embodies the dark underbelly of Davao’s red-light milieu. A system built on exploitation, deception, and global networks, where call centers serve as fronts and women like her bridge local realities with international victims. The city, known by day for its parks, markets, and strict smoking bans, hides these shadow worlds at night, where greed and manipulation reign. While no formal charges are detailed in available reports, such stories warn of the risks of online romances and the hidden criminality in seemingly safe places like Davao.
