This Christmas, Jollibee takes a more heartfelt approach by shining a light on what makes the season truly meaningful: family.
In a world where life is busier, distances feel wider, and many Filipinos find themselves far from home, Jollibee’s newest holiday campaign, “Buo ang Saya ng Pasko,” uplifts the spirit and reminds us that real Christmas joy comes from being together, whether family is formed by blood, by bond, or by choice.
Through a series of touching vignettes in its new Christmas film, Jollibee showcases how both traditional and modern Filipino families come together today. We see a nurse celebrating a night shift with fellow hospital staff, a security guard sharing light moments with co-workers, a couple treating their pets as beloved family, a single mother and her daughters finding delight in a simple Jollibee meal, and a large family enjoying a reunion that bridges generations.
In speaking about the spirit behind the campaign, Dorothy Dee-Ching, Vice President and Head of Marketing for Jollibee Philippines, emphasized the enduring warmth of Filipino Christmases and the evolving meaning of family.
According to Dee-Ching, “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 heart of every Filipino Christmas, but we also know that times have changed. By embracing the many ways we now define family, we hope to rekindle in everyone the true meaning of joy this season, that Christmas is complete not when everything is perfect or traditional, but because no matter where we are or who we celebrate with, as long as we’re together and there’s Jollibee on the table, Buo ang Saya ng Pasko.”
Her message underscores Jollibee’s dedication to honoring both traditional and modern forms of Filipino family life, reminding everyone that togetherness—whatever shape it takes—remains at the core of the holiday season.
Each vignette reflects real-life moments of warmth and connection, moments that make Christmas feel whole again. Paired with an original soundtrack, Jollibee’s new holiday film is a heartfelt reminder that even as the faces around the table change, Christmas joy remains complete as long as the family is together.
This Christmas, Jollibee invites everyone to celebrate the joy of togetherness with their own families. As the film beautifully expresses: “Tunay ang ligaya basta’t tayo’y magkasama. Dito, sarap ang pinagsasaluhan. Buo ang saya ng Pasko.”
