Virgilio Lorenzo Jr

Anne Curtis shares the story behind a Filipino favorite

Article (news)

Patrick King Pascual

<div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/176950431672320260121080152_Cjoy Masterfully Made Sarap PR Banner.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Anne Curtis shares why the Chickenjoy is her all-time favorite.<em> Photo source: Jollibee </em></span></span></span></div><p style="line-height:1">Have you ever craved something that means so much to you than just a simple meal?</p><div style="line-height:1"> </div><p style="line-height:1">For many Filipinos, Chickenjoy is more than just fried chicken; it is a taste of home, a source of comfort, and a shared experience across generations. This is why Jollibee is now putting the spotlight on the craft behind its signature fried chicken with the launch of its new campaign, &quot;Jollibee Chickenjoy: Masterfully Made Sarap.&quot; </p><div style="line-height:1"> </div><p style="line-height:1">The campaign highlights the care taken at every step, from marination and seasoning to breading and frying, to deliver the crispiness, juiciness, and flavor that customers have come to expect.</p><div style="line-height:1"> </div><p style="line-height:1">&quot;Chickenjoy is more than fried chicken to Filipinos. It is part of family memories, celebrations, and everyday moments of joy,&quot; said Dorothy Dee-Ching, Jollibee Philippines&#x27; Vice President for Marketing. &quot;We take pride in every step of its preparation because we know how much it means to our customers. Every piece carries that same flavor and happiness that people have loved for generations.&quot;</p><div style="line-height:1"> </div><p style="line-height:1">Bringing this connection to life on screen, actress Anne Curtis, a long-time Jollibee ambassador, stars in the campaign. Her participation highlights the brand&#x27;s enduring bond with its audience and shows how Chickenjoy continues to be part of Filipinos&#x27; many joyful moments.</p><div style="line-height:1"> </div><p style="line-height:1">Adding to its legacy, Chickenjoy was officially recognized as a &#x27;Well-Known Mark&#x27; by the Philippine Intellectual Property Office in 2025, affirming its strong reputation, widespread recognition, and enhanced legal protection both locally and internationally. </p><div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:633px;display:block" width="633"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/176950422646520260121080152_Cjoy Masterfully Made Sarap KV.jpg" style="width:633px" class="fr-fic fr-dib" width="633"/><span class="fr-inner">&quot;Jollibee Chickenjoy: Masterfully Made Sarap&quot; features Anne Curtis and why she chooses Jollibee Chickenjoy. <em>Photo source: Jollibee </em></span></span></span></div><p style="line-height:1">Beyond flavor, Chickenjoy has become a cultural touchstone. It symbolizes Filipino culinary identity and appears in celebrations, office lunches, and family dinners. The campaign not only showcases the care behind each piece, but also highlights the emotional and cultural significance of this iconic fried chicken.</p><div style="line-height:1"> </div><div><iframe src="https://www.facebook.com/plugins/video.php?height=476&amp;href=https%3A%2F%2Fwww.facebook.com%2Freel%2F1609382240233746%2F&amp;show_text=false&amp;width=380&amp;t=0" width="380" height="476" style="border:none;overflow:hidden" scrolling="no" frameBorder="0" allowfullscreen=""></iframe></div><div style="line-height:1;text-align:center"><span style="color:rgb(184, 49, 47)">Anne Curtis stars in the latest &quot;Jollibee Chickenjoy: Masterfully Made Sarap&quot;campaign. </span><em><span style="color:rgb(184, 49, 47)">Video source: Jollibee Facebook Page</span></em></div><div style="line-height:1"> </div><p style="line-height:1">Available nationwide via <a href="https://www.jollibee.com.ph/stores" rel="noopener noreferrer" target="_blank">dine-in</a>, takeout, drive-thru, and <a href="https://order.jollibee.com/en/ph" rel="noopener noreferrer" target="_blank">delivery</a>, Chickenjoy continues to serve millions of Filipinos who have grown up and continue to grow with it.</p><div style="line-height:1"> </div><p style="line-height:1">Craving more Jollibee treats and exclusives? Head to <a href="https://www.jollibee.com.ph/" rel="noopener noreferrer" target="_blank">www.jollibee.com.ph</a>  for the latest updates, order your favorites at <a href="https://order.jollibee.com/en/ph" rel="noopener noreferrer" target="_blank">https://order.jollibee.com</a>, and follow them on social media for more JOYful surprises.</p><div style="line-height:1"><br/></div>

<p>Spotlight shines on the craft behind the iconic chicken that Filipinos and even foreigners have come to enjoy.</p>

Spotlight shines on the craft behind the iconic chicken that Filipinos and even foreigners have come to enjoy.

Anne Curtis shares the story behind a Filipino favorite

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Anne Curtis shares the story behind a Filipino favorite

Jollibee

Published January 27, 2026 05:08 PM PHT

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Updated January 30, 2026 03:47 PM PHT

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