MANILA, PHILIPPINES – Christmas in the Philippines is special; it’s a season of joy, love, and happiness that traditionally begins as early as September, when families start putting up parol (Christmas lanterns) and decorations.
However, a shadow has been cast over this long celebration. Over the past few years, the beloved Filipino Christmas spirit has slowly been fading, a trend largely driven by economic pressure that prevents many from fully embracing the festive mood.
The good news? Research suggests that cold desserts and sweet beverages can significantly boost the mood. Jollibee is here to help revive the joy with their new Christmas Treats, offering “Holiday Joy in Every Cup!”
The launch of Jollibee’s holiday dessert and coffee offerings took place on November 5, 2025 at the Dessert Museum in Pasay City, Philippines. The event perfectly captured the festive spirit; the venue was appropriately decorated with red, brown, white, and beige tones — a scheme chosen both to celebrate the Christmas season and to subtly mirror the aesthetic of the newest line of products.
The event offered plenty of interactive activities. Guests enjoyed getting personalized watercolor portraits, jumping into a ball pit for a chance to win prizes, and even customizing bag charms. In true Filipino holiday spirit, the launch also featured engaging games that gave attendees multiple opportunities to take home freebies.
Jollibee Christmas Treats: The real star of the show
The true star of the show is the new line of Christmas Treats, including the indulgent Rocky Road Sundae made with Kitkat. This festive dessert features creamy vanilla soft serve, drizzled with chocolate syrup and topped with mini marshmallows, peanuts, and KitKat bites.
Jollibee also expanded its beverage lineup with two new Coffee Blends drinks: Iced Vanilla Coffee and Iced Caramel Coffee. Both beverages are crafted using high-quality 100% Arabica beans and can also be enjoyed as a float.
Turning simple moments into festive celebrations
During the launch, Reesa Cruz, Brand Manager for Jollibee Beverages, Fries, & Sides, highlighted the mission of the new desserts, stating they are designed to transform “even the simplest moments into festive celebrations.”
In an exclusive interview with adobo Magazine, Reesa further explained the team’s commitment to their consumers. “We know the past years have been tough, and that extends to this year, so we hope these new products bring joy and comfort to everyone,” she shared, emphasizing Jollibee’s role in spreading happiness, especially during the Christmas season.
Meanwhile, Bea De Ocampo, Assistant Brand Manager at Jollibee, explained that the magic of the campaign is the ability to evoke “childlike joy” in their customers.
“The flavors we’ve chosen this year — like Rocky Road — are familiar but with a twist that keeps them unique and fresh,” Bea noted. “It’s that little surprise that brings out the joy of Christmas.”
Ultimately, the core message the team hopes customers embrace is one of shared happiness. Reesa wants customers to continue spreading joy through the products, while Bea encourages sharing joy even in the smallest things.
By launching the Christmas Treats, Jollibee is doing more than just serving desserts and coffee — it’s actively working to revive a beloved national tradition. In a challenging economic climate, these new line of desserts offer an affordable and accessible dose of “Holiday Joy in Every Cup,” ensuring that the true Filipino spirit of Christmas — marked by warmth, happiness, and shared moments — remains bright, comforting, and deliciously sweet for everyone.
Jollibee’s Christmas Treats are now available in Jollibee stores nationwide.
