Since 2023, Jollibee has successfully executed five seasons of ‘The Jolly Tour’, an annual initiative exclusively designed for students. Jollibee consistently innovates with themes like “The Joy Ride”, “The Emotional Journey”, “Resonating Joy”, and “The Joyful Classroom”. Each journey revolves around spreading joy – a value that Jollibee relentlessly pursues. Beyond a seasonal experience, The Jolly Tour has become a familiar hallmark, fostering long-lasting bonds between Jollibee and Gen Z.
The Jolly Tour spread joy to over 400,000 students in the first three months of the year.
Transcending a mere playground, The Jolly Tour facilitates brand-building connections with young consumers. Jollibee’s mascot, the Jollibee Bee, seamlessly connects various program aspects, including main activities, entertainment zones, minigames, gift booths, and social media content.
Students from Dong A University in Danang enthusiastically participating in The Jolly Stars’ games.
In 2025, Jollibee evolved its approach by introducing a meticulously crafted music playground, showcasing a well-prepared program format and visual aesthetics. This platform not only uncovers artistic talents but also signifies the brand’s deepening connection with the student community through shared emotions and companionship.
The Jolly Stars discovered numerous talented individuals from universities and colleges in Central and Northern Vietnam.
From March 2025 onwards, The Jolly Stars toured 185 schools in Northern and Central regions, attracting nearly 500 performances and spreading joy to over 460,000 students. Among them, 75 students were recognized as “shining stars”. Videos related to The Jolly Stars surpassed 6.7 million views across social media platforms, underscoring the program’s immense popularity.
Apart from talented contestants, the program captivated attention with the participation of young artists like Double2T, 24K.RIGHT, Bui Cong Nam, Ngo Lan Huong, and Gill. The Jollibee Bee mascot played an equally vital role.
The Jollibee Bee mascot enthusiastically cheering on every performer who took the stage.
The mascot, a silent storyteller, seamlessly connects the dots from the opening act to behind-the-scenes moments without seeking the spotlight. Its consistent presence across all five seasons has established an enduring emotional bond. The mascot has evolved from a mere brand representative to a friend and a part of the memories of numerous students. Jollibee Vietnam adeptly cultivates brand love, earning the admiration and affection of Gen Z.
The Jolly Stars continue their journey to various schools in 2025. Students can stay updated about the schedule and event details by visiting the official website of Jollibee Vietnam or the Jollibee Vietnam Fanpage.
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