This year, Jollibee shines a gentle spotlight on what makes Christmas meaningful for Filipinos: the warmth of FAMILY.
In a season where schedules get hectic, many OFWs remain far from home, and life’s challenges make gatherings harder, Jollibee’s holiday campaign “Buo ang Saya ng Pasko” brings a comforting reminder. True Christmas joy comes from being together with the people we consider family, whether bound by blood, friendship, shared experiences, or chosen connections.
The brand’s newest Christmas film features touching scenes that reflect modern Filipino families. There is a nurse sharing a simple Christmas meal with fellow hospital staff, a security guard celebrating with his co-workers, a couple treating their pets like beloved children, a single mother and her daughters finding happiness in a humble Jollibee meal, and a large family enjoying a festive reunion across generations.
Dorothy Dee Ching, VP and Head of Marketing of Jollibee Philippines, shares:
“What makes Filipino Christmases so special is the love we share and the joy we bring to one another. Family has always been at the center of every Filipino Christmas, but we also understand that times have changed. By embracing the different ways we define family today, we hope to remind everyone of the real meaning of joy. Christmas feels complete not because everything is perfect or traditional but because we are together, and there is Jollibee on the table.”
Each moment in the film reflects real stories of connection, showing how Christmas becomes whole when shared with the people who matter most. Paired with an original song, the video captures the message that no matter how families evolve, the joy of being together remains the heart of the season.
This Christmas, Jollibee invites everyone to celebrate the happiness that comes from togetherness. As the film says, “Tunay ang ligaya basta’t tayo’y magkasama. Dito, sarap ang pinagsasaluhan. Buo ang saya ng Pasko.”
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