Jollibee launches citywide fandom giveaway to promote new product

Fast food chain Jollibee has launched a citywide in-store promotion featuring exclusive fandom giveaways upon the launch of its new product - Korean-style sweet and spicy chicken.

Available through December, this limited-time product makes its hot debut with an authentic gochujang-and-soy sauce base, thoughtfully blended for a sweet-and-spicy kick with rich, savoury depth.

Targeting all of Jollibee’s "Bee fans", Korean food enthusiasts, and trend-conscious diners, the initiative centres on a "sweet & spicy movement" alongside the tagline "taste of joy," positioning the new item as the standout flavour for the season.

As part of the campaign, Jollibee organised a street parade at its North Point store on 21 October, where groups of the brand’s fans gathered with glowing support signs.

The event featured tastings of the new product and the distribution of exclusive fan-themed freebies, drawing engagement from passers-by and generating buzz around the new menu item within the neighbourhood.

Meanwhile, starting 22 October, customers at all Hong Kong Jollibee locations (except Central) can receive a limited-edition fan banner with any order of the Korean-Style Sweet & Spicy Chicken.

MARKETING-INTERACTIVE has reached out to Jollibee for more information.

Don't miss: Jollibee's brand overhaul: Can unified identity deliver scale without sacrificing distinction?

This marketing push for its new chicken offering follows a major corporate rebrand. In July 2025, Jollibee unveiled “JoyMark,” a new group identity designed to unify its fast-expanding portfolio under a single visual and strategic system. This refresh marks a significant shift for the Philippine-based company, repositioning it from a flagship fried chicken chain into a global multi-brand group.

While its legal name remains Jollibee Foods Corporation (JFC), the company will now operate publicly as the “Jollibee Group.” The new identity applies across all 19 brands in its portfolio—which span fast food, coffee, and other F&B concepts—with the goal of reflecting its core purpose of “spreading joy through superior taste” and establishing a clearer, more cohesive presence in international markets.

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