Jollibee lights up 300 'Joyful Christmas stores' in its biggest festive rollout yet

Jollibee has switched on the lights of its Joyful Christmas stores for the third consecutive year, signalling the start of a festive retail strategy designed to strengthen brand affinity, footfall, and emotional connection at scale. Across the Philippines, 300 branches - its largest rollout since the initiative began in 2023 - have been transformed into brightly lit community touchpoints aimed at rekindling optimism after a year marked by calamities and economic strain.

The fast-food giant has long positioned joy as its brand equity, a sentiment it doubled down on amid the country’s challenging year. “As we enter the peak of the holiday season, we at Jollibee see it as a responsibility to bring a spark of hope and joy for fellow Filipinos. May it be through the food we serve, the way we give back, or the experiences we offer customers in our stores,” said Ferns Yu, Jr., president of Jollibee Philippines.

The expanded network of Joyful Christmas stores integrates local cultural touches, with each branch incorporating province-specific motifs to deepen neighbourhood relevance. This aligns with a broader trend among Filipino brands leaning into hyperlocalisation to strengthen community resonance during key retail moments.

Don't miss: 'Buo ang saya ng Pasko': Jollibee champions evolving forms of togetherness this Christmas

At the official launch event held on 13 November at Jollibee Ortigas Extension C. Raymundo, the brand showcased how its holiday programme has evolved into a full-funnel experience - part décor spectacle, part cultural showcase, and part influencer-powered celebration. The branch featured scenes inspired by quintessential Filipino Christmas traditions, from Simbang Gabi and carolling to family reunions and gift-giving rituals.

The evening culminated in the ceremonial lighting, accompanied by a burst of fireworks and appearances from brand ambassadors Pia Wurtzbach-Jauncey, Brent Manalo, and Mika Salamanca, alongside Jollibee’s beloved mascot.

“For Jollibee, our role goes beyond just serving delicious food. It’s also about bringing joy, warmth, and togetherness, may it be at home or in our stores nationwide. We have 300 Joyful Christmas stores this year that are ready to welcome customers and make them feel the joyful Christmas spirit,” said Dorothy Dee-Ching, VP of marketing at Jollibee Philippines. “We have a whole lot of other joyful surprises, so we hope our customers are as excited as we are to celebrate this season.”

Beyond the in-store ambience, Jollibee is activating multiple holiday engagement levers. These include the return of the Jollibee Bag Charm - one of its most anticipated seasonal merch drops - as well as joint Christmas initiatives with Coca-Cola Philippines such as the Caroloke Christmas Caravan, which will visit select branches. To encourage store discovery and drive foot traffic, the brand has also launched its Jolly Christmas Tours digital map.

This year, Jollibee also released a heartfelt film that reflects the changing ways Filipinos experience togetherness during the holidays. “Buo ang saya ng Pasko” widens the brand’s storytelling lens, portraying modern family dynamics - from nurses spending Christmas on night shift, to workers celebrating on duty, pet parents treating animals as family, intimate mother-daughter moments, and multigenerational reunions.

The narrative underscores that family is defined not by structure but by shared love and presence. “Jollibee has always put family at the heart of Christmas, but we know times have changed. By embracing different versions of what family means to Filipinos, we want to bring back joy into the season for everyone,” Dee-Ching said.

Related articles:
Jollibee Group's The Coffee Bean & Tea Leaf brews first store in the Maldives
JolliBINI returns as Jollibee launches new Cheesy Yumburger campaign
Philippines' Jollibee, KATSEYE roll out merch collab for North America