There’s no doubt that Filipinos are among the jolliest people on the planet. Wherever one might go in this country, he or she will most definitely be met with a smile, a warm greeting, or a hearty laugh. Foreigners often wonder how an entire nation of over 100 million can extend kindness and good cheer even to complete strangers.
In the Gallup 2015 Positive Experience Index, the country ranked fifth in the list of happiest citizens in the world, despite the many socio-economic issues they face every day. However, these survey figures do not completely explain why many Filipinos consistently choose joy over negative emotions.
What’s the real secret behind the trademark Pinoy cheerfulness?
This is a question that Jollibee, the country’s number one fast food brand, answered in an online campaign released last September 10, 2016.
“Jollibee, as a homegrown Filipino brand, is happy to answer why Pinoys are among the happiest people in the world,” said Francis E. Flores, Jollibee Global Chief of Marketing and Philippine Marketing Head. “Throughout Jollibee’s nearly four decades of serving the Filipino people all over the country and the world, we’ve discovered many reasons behind our innate joy, which we’re proud to showcase in the latest Chickenjoy Nation video.”
The Jollibee team went around the country to observe the lives of ordinary Filipinos and seemingly simple reasons behind their day-to-day happiness. The “stars” of the video cited sense of humor, appreciation for music, an easy-going spirit, and good food (including Jollibee’s crispylicious and juicylicious Chickenjoy) as some of the core ingredients of Pinoy joy.
The video, however, implies something more profound about the Pinoy psyche: even in the most dismal of situations, the Filipino heart is filled with hope and optimism. Instead of focusing on the negative aspects of their lives and the circumstances they find themselves in, they smile, laugh the bad vibes away, they are always to sing and dance, and share their favorite meals with the people they value the most. For them, joy is something that can be discovered in even the most mundane of things they encounter every day.
“Through our best-tasting Chickenjoy, we serve the perfect complement to our customers’ most joyful moments,” added Flores. “We’ve made it our mission to unite Filipinos under one joy, one nation—a Chickenjoy Nation.”
To find out more about Chickenjoy Nation, like Jollibee’s official Facebook page (facebook.com/Jollibee Philippines), follow @BestFriendJollibee on Instagram and @Jollibee on Twitter and Snapchat.
Christian Melanie Lee is a freelance social media manager and web developer. She also devoted her time managing her food blog, and music/concert blog. One of the Hootsuite Ambassador for the Philippines since 2014 and currently working as social media manager for the local band, The Itchyworms.
Follow her on Twitter and Instagram.