Jollibee launches citywide fandom giveaway to promote new product

Fast food chain Jollibee has launched a citywide in-store promotion featuring exclusive fandom giveaways upon the launch of its new product - Korean-style sweet and spicy chicken.

Available through December, this bold new product perfectly captures Hong Kong’s love for Korean culture, blending the addictive sweet-heat of gochujang with the brand's signature crispy coated chicken, said a spokesperson from Jollibee in conversation with MARKETING-INTERACTIVE.

"The product maintains the juiciness and crispiness of the chicken, complemented by the Korean sweet and spicy glaze. By tapping into the K-wave phenomenon, we aim to excite younger diners, drive store traffic, boost trial rates, and deepen brand love among 'Bee Fans'.

The campaign kicked off with a high-energy surprise street parade in North Point, instantly sparking community buzz and creating joyful, face-to-face moments with customers. To keep the momentum going, the brand rolled out an exclusive limited-edition fan banner giveaway — turning every purchase into a chance for fans to wave their support for the new Korean-style sweet and spicy chicken.

This was then amplified through a comprehensive digital strategy that brought the sweet-and-spicy energy to life online. Vibrant online and social media contents were generated through product preview event, where media and influencers showcased the authentic tasting experience and fun, joyful atmosphere in-store, said the spokesperson. 

To further highlight the campaign narrative, a key social media video starred popular influencers: Hong Kong-born Korean Heiri Jun collaborating with Chu Mic, inviting consumers to become “Bee Fans” and cheer for the debut of the new item. 

Meanwhile, starting 22 October, customers at all Hong Kong Jollibee locations (except Central) can receive a limited-edition fan banner with any order of the Korean-style sweet and spicy chicken.

The success of the campaign was measured through a balanced mix of quantitative and qualitative metrics: media mentions, social media engagement, customer feedback, store footfall, and sales performance throughout the campaign period, said the spokesperson.

"Ultimately, ROI is reflected in strengthened customer loyalty and sustained growth in Hong Kong’s competitive market. In the two weeks since the launch, we have seen a significant increase in new customers trying the new product, as well as the signature Chickenjoy, particularly among Gen Z and young professionals."

Rose Lam, managing director, Jollibee Hong Kong and Macau, said “At Jollibee, we believe every bite should bring joy—and our Korean-style sweet and spicy chicken is crafted to deliver exactly that. By bringing this bold K-wave flavour to Hong Kong, we’re excited to connect with more young food lovers, welcome new ‘Bee Fans’ into the family, and share the ‘Taste of Joy’ like never before.”

Don't miss: Jollibee's brand overhaul: Can unified identity deliver scale without sacrificing distinction?

This marketing push for its new chicken offering follows a major corporate rebrand. In July 2025, Jollibee unveiled “JoyMark,” a new group identity designed to unify its fast-expanding portfolio under a single visual and strategic system. This refresh marks a significant shift for the Philippine-based company, repositioning it from a flagship fried chicken chain into a global multi-brand group.

While its legal name remains Jollibee Foods Corporation (JFC), the company will now operate publicly as the “Jollibee Group.” The new identity applies across all 19 brands in its portfolio—which span fast food, coffee, and other F&B concepts—with the goal of reflecting its core purpose of “spreading joy through superior taste” and establishing a clearer, more cohesive presence in international markets.

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