Now on its third straight year, Jollibee kicked off the holiday season by once again lighting up its Joyful Christmas Stores, transforming branches across the country into bright spaces of connection, warmth, and festive cheer.

The year has posed challenges for many Filipinos, especially with recent calamities affecting several regions. As a brand known for spreading joy, Jollibee said it hopes to continue bringing comfort and happiness during the Christmas season.

“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.

This year, 300 Jollibee stores nationwide are aglow with festive lights and décor—the largest number since the program began in 2023. Many branches incorporated local elements into their designs, featuring details unique to their communities. With more stores participating, the brand hopes to bring families, friends, and communities together to share in the joy of a Jollibee Christmas.

During the ceremonial lighting at Jollibee Ortigas Extension C. Raymundo in Pasig City on Thursday night, 13 November, the brand showcased its Christmas initiatives to media and invited guests.

The Pasig branch featured a unique design celebrating the diverse ways Filipinos enjoy the holidays—from family gatherings and gift-giving to Simbang Gabi and festive caroling. Each corner of the store was crafted to reflect the Filipino spirit of sharing joy and togetherness.

The night was highlighted by the lighting ceremony, capped with vibrant fireworks. Jollibee brand ambassadors Pia Wurtzbach-Jauncey, Brent Manalo, and Mika Salamanca graced the event, joining Jollibee and friends in spreading holiday cheer.

“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, vice president for marketing of 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,” she added.

Aside from the decorated stores, customers can expect Christmas promos, including the return of the popular Jollibee Bag Charm. Fun initiatives with Coca-Cola Philippines are also lined up, including the Caroloke Christmas Caravan visiting select branches.

“What we're bringing in the holiday season for our customers and our communities and every year we light up our stores with festive lights and bright decors symbolizing the joy and warmth that Jollibee brings to our Filipino people. You know in 2022 we started with just one store and we're so happy that this year we're lighting up 300 stores nationwide from Luzon, Visayas, and Mindanao,” Dee-Ching said in an ambush interview.

She added that this year’s Joyful Christmas Stores project is especially meaningful as it aligns with Jollibee’s “Buo Ang Saya ng Pasko” campaign, which celebrates togetherness in all its forms.

“Every light we switch on really represent the joy that we give to one another whether it's our family, our loved ones, our friends because we want to illuminate not just spaces but really light up the hearts of every Filipino so that they can feel the magic and joy of Christmas,” she said.

“Jollibee's campaign this year is called ‘Buo Ang Saya ng Pasko’ because we believe that the joy of Christmas is complete not when everything's perfect or traditional but it's when we share it with the people that we love. In a world where families and celebrations evolve all the time, one thing remains constant and that's the joy we have for one another,” she added.

Dee-Ching said Jollibee wants to remind Filipinos that the true joy of the season comes from being together.

“No matter where or how you celebrate, what matters is really the moments of togetherness that you have. And Jollibee is always there to make those moments more joyful and meaningful,” she said.