by Danreb Victorio
While making breakfast for my girlfriend last week, I got a press release in my inbox announcing a collaboration between Jollibee and Final Fantasy XIV Online. As a Filipino-American and the Executive Editor of this website, it shouldn’t come as a surprise to know that I kept reading this press release in detail, and burned two of the eggs I was frying in the process. Luckily, my partner was in the shower and didn’t smell it, and she doesn’t frequent this website (of course, knowing my luck, she’ll probably read this one, and let me hear about it later).
That aside, those who know me personally know that I wear my Filipino roots with pride. I spent over a decade helping develop and lead youth programs in the Bay Area geared toward Filipino-Americans, and I parlayed that into a job with Ayala Land, one of the biggest and most respected real estate developers in the Philippines, before landing in the gaming industry.
Now that you know that, Jollibee is a more than occasional treat for my family, and then there’s Final Fantasy.
I’m a huge fan of the franchise in general, but I don’t actually play Final Fantasy XIV. Luckily, as far as what this collaboration offers commercially, that doesn’t really matter. The fact of the matter is, I’m beyond ecstatic to see one of my favorite names in gaming teaming up with a restaurant that my homeland is proud to call theirs. It kind of feels like this collaboration was made for me.
Interview with Luis Velasco, Senior VP / Marketing Head of Jollibee North America
Unfortunately, we weren’t invited by Square Enix to go to FFXIV FanFest, but I was able to talk to Luis Velasco, Senior Vice President and Marketing Head of Jollibee North America to talk about this exciting collaboration.
Danreb Victorio, SmashPad (SP): Thanks for making the time to talk, Luis. Let’s get started. FINAL FANTASY, especially FINAL FANTASY XIV Online, and Jollibee is a very interesting intersection of fans. What brought about this collaboration?
Luis Velasco, Senior VP / Marketing Head, Jollibee North America (JNA): The spark began when we saw just how much Jollibee and FINAL FANTASY XIV Online genuinely have in common. Both brands, at their heart, have very passionate, loyal fanbases. Like Jollibee with its fans, FINAL FANTASY XIV Online is all about fostering a special sense of joy, adventure, and connection among their players – almost treating them like extended families. Recognizing that common ground, it just felt like a natural fit to bring these two unique worlds together, create something special, and celebrate the strong sense of community that is so inherent to both brands.
SP: Really fun and exciting to hear as both a fan of Jollibee and FINAL FANTASY. Last year, we saw a KATSEYE x Jollibee collaboration. Now with FINAL FANTASY XIV Online, can we expect to see more frequent collaborations in the future? What about other video game IP?
JNA: We are always on the lookout for potential partners that share our brand values and want to bring joy to others. Both our collaboration with KATSEYE and now with FINAL FANTASY XIV Online really highlight what we look for in a partner. We want to genuinely unite people, (and) create those special, uplifting experiences that bridge cultural boundaries.
Think about how FINAL FANTASY XIV’s shared adventures and rich online world bring players from every corner of the globe together, or how KATSEYE’s dynamic music and performances create a collective, exciting experience for fans worldwide, regardless of their background. These partners, much like Jollibee, celebrate a diverse community, uniting people from all different backgrounds and cultures over a shared passion, whether it’s great food, an upbeat song or a fantastical online game. These collaborations are about creating truly memorable times and sparking genuine connections. So, yes, we’re certainly keen to keep exploring more exciting partnerships that share that spirit of fun, connection, and vibrant engagement that truly brings people together.
SP: Love it. I actually got my FINAL FANTASY XIV Box Meal a couple days ago, and it’s as good as it’s always been. Can you talk about what inspired each of the Jollibee x FFXIV Limited-Time Meal choices?
JNA: The FINAL FANTASY XIV Box Meal brings together some of Jollibee’s signature favorites, including our signature Chickenjoy fried chicken, the Chicken Sandwich, and Peach Mango Pie, paired with the new Blue Raspberry Aether with Crystal Boba to create a meal that feels both satisfying and adventurous. The FINAL FANTASY XIV six-piece Chickenjoy Bucket Bundle was designed with sharing and camaraderie in mind, and it comes with three Blue Raspberry Aether with Crystal Boba drinks to reflect the shared social experience that connects both brands. We created the Blue Raspberry Aether with Crystal Boba as a special limited-time drink that pays homage to the game. Its bright blue color and chewy crystal boba gives each meal option a cool, fantasy-inspired twist and it comes in a commemorative FINAL FANTASY XIV cup.
SP: Gosh. The cup was so cool. Too bad they aren’t reusable. I’m curious. Who worked on all the art for the collaboration? Can you talk about that process?
JNA: The talented creative teams at Square Enix worked hand-in-hand with our marketing and design teams. It was a collaborative effort, ensuring that iconic elements from both brands were woven together seamlessly. We aimed for something instantly recognizable and deeply appealing to both fan bases.
SP: So let’s talk about that awesome collab apparel. What made COMPLEX the brand to work with on that front?
JNA: We chose COMPLEX to host the apparel collection because there’s a strong, natural overlap between their audience and FINAL FANTASY XIV players. COMPLEX is a leading, respected voice in entertainment trends, streetwear, and youth culture – spaces where many FINAL FANTASY XIV players and Jollibee fans are also very active. By having the collection exclusively featured on their platform we knew we would be able to effectively reach the right audience who not only play the game but also appreciate fresh lifestyle content, especially when it comes to cultivating their own personal style. It was about making sure this special apparel landed with a dynamic, culture-driven community that would genuinely understand the true essence of the collaboration.
SP: Alright, it’s clear that I’ve been going nuts about everything about this collaboration. Let’s here from YOU! Personally, what is your favorite aspect of the collaboration?
JNA: That’s like asking me to pick my favorite menu item! But if I had to choose one thing, it’s when I see someone having that ‘aha!’ moment when they learn about the collaboration. It’s that shift from surprise to genuine enthusiasm that’s the biggest reward. It’s just been fantastic to watch how bringing two seemingly different, iconic brands together can spark such immediate, positive reaction.
SP: I’m totally guilty. I bet you were surprised a journalist was so excited he asked to interview somebody. (laughs). Also personally, what is your favorite apparel piece of the collaboration?
JNA: If I have to pick a favorite, it’s got to be the Moogle Hoodie. You look at it, and there are these mischievous, magical little creatures called “moogles” from FINAL FANTASY XIV, and they’re munching on some of Jollibee’s most iconic menu items. It’s such a fun, creative visual that I think perfectly captures the spirit of the collaboration. For any Warrior of Light who also happens to love our Chickenjoy fried chicken, it feels like it was made for them. It’s got that comfort, that nod to fandom, and it totally works as a go-to piece for everyday gear.
SP: I ended up ordering three pieces of apparel as soon as it went up! This collaboration is sure to be a hit with Filipino North American gamers and food lovers. As someone who is ANHPI, I would say this is absolutely a win for ANHPI representation. Do you have any thoughts on this being a milestone for those looking for better representation?
JNA: This is something that resonates very deeply with us. For Jollibee, connecting with and celebrating diverse communities is at the very core of our brand. If this collaboration serves as a moment of pride and a positive step forward for ANHPI representation, then we couldn’t be more thrilled. We strive to show up authentically for all our fans and seeing that impact is incredibly meaningful.
SP: The collaboration actually also coincides with AAPI/ANHPI (Asian-American, Pacific Islander / Asian, Native Hawaiian, Pacific Islander) Heritage Month. Was the timing of the collaboration purposeful? If not, why was now the right time for the promotion?
JNA: The timing for this launch was definitely strategic. We aimed to connect with the FINAL FANTASY XIV fanbase in a really significant way, and that meant aligning with a key moment for the community. With the Fan Fest happening at the Anaheim Convention Center on April 24-25, and our Anaheim store’s proximity, it put us squarely in the heart of the FINAL FANTASY XIV community’s energy. We even took it a step further by doing an FINAL FANTASY XIV-themed ‘store takeover’ at our Anaheim location to truly immerse ourselves and be right there with the players. This felt like the absolute right moment to introduce this special partnership. And, of course, the fact that it also happens to fall within AAPI Heritage Month is a wonderful convergence, allowing us to celebrate the diverse communities who embrace both brands even further.
SP: Ah, of course. The FanFest. Hope everybody at Anaheim has fun this weekend! Bringing it back to Jollibee, can fans outside of the United States and Canada look forward to a future collaboration? Fans in the Philippines, in particular, seem to be missing out on this promotion.
JNA: This particular launch is focused on North America, the overwhelming excitement and success generated by collaborations like this definitely open doors. We are continuously exploring opportunities to bring these unique experiences to more markets in the future. Stay tuned – you never know what kind of joy we might be cooking up next!
SP: That’s pretty much all I have, Sir Luis. I figure you can just take the opportunity for any last remarks to make?
JNA: At the end of the day, these collaborations are about more than just bringing brands together, they’re about creating shared experiences that people genuinely connect with. Whether it’s through food, culture, or community, our goal is to continue showing up in ways that feel meaningful, memorable, and rooted in joy.
SP: Mabuhay, Jollibee!
Big ups and all the thank yous to both Luis and the fine people at Ogilvy PR for getting Luis to do that interview with me. While it’s safe to say a lot of that was marketing, I do think there’s a lot of genuine excitement in this collaboration. After all, Final Fantasy also got a lot of people into Magic: The Gathering, which is slowly turning into cardboard Fortnite (and I’m not saying that to insult it).
Let’s dive back into the food.
A Not So Jolly Time
I’ve been so excited about this collaboration, I already committed to knowing I was gonna go to Jollibee to grab whatever I could get from it. So if you’ve come this far after reading the interview, thank you. It’s funny that Luis didn’t mention it in the interview, but when you order a FFXIV meal at Jollibee, you also get a code to unlock an “eat chicken” emote in FFXIV and you also get a cool sheet of stickers.
What’s coming now is essentially what my Yelp review would be if Yelp had you review limited-edition restaurant orders.
First I wanna admit that I made a mistake. When I woke up on the day the promotion started, I thought Jollibee would open at like 10AM, because the Jollibee I went to was at a mall that opens at that time. Unfortunately for me, they opened at 8AM, so I drove in some tough rain to get there and of course Jollibee was pretty packed for a Tuesday morning. For the record, I actually worked at that mall over a decade ago during my college years, and it wasn’t since then I’ve seen the restaurant that packed. Obviously, Final Fantasy means something to these fellow Filipinos (and non-Filipinos–I live in the Bay Area, so people of Asian descent are aplenty).
Anyway, I made my order at the kiosk. I decided to get one FFXIV Box Meal and an extra Blue Raspberry Aether for my brother, and that’s where things started to slow down.
I waited over 75 minutes. It was so long of a wait, my number actually disappear from the queue screen. To make matters worse, I actually ordered a regular spicy 6pc bucket for my family a few minutes after I made my initial, and I actually got that order before my FF order. Of course, I wasn’t happy. It got to a point where one of the team members had to build the order herself. Anyway, it worked out. I don’t know how busy this Jollibee was during the KATSEYE promotion, but you would expect them to be more prepared for this. I don’t know what actually happened to put them more than 20 orders behind, but it is what it is. I got my stickers and my emote code, and that’s what I really went there for.
So, the food. I customized my FFXIV Box with a Deluxe Chicken Sandwich, a spicy Chickenjoy thigh, mashed potatoes and gravy, and an ube (not oob) pie. It was my first time having their chicken sandwich, and I was impressed. The bun was VERY buttery, and the sandwich actually held its shape despite how big the chicken was. The pickle also did a nice job balancing out the crispy batter of the chicken. As for the actual piece of fried chicken, if you’ve never had it before, run, don’t walk. Jollibee’s Chickenjoy is the most moist and flavorful chicken you’ll ever get out of a chain. I’m not gonna say it’s the best fried chicken I ever had, and I’ve been having it for years, but as far as chains go? Yeah, this is it.
Let’s bring it back to the real star of the show, the Blue Raspberry Aether. I was impressed. Because Filipinos are notorious for sweet desserts, I thought the drink would be either too sour or too sweet, but they managed to find the right spot in between, as far as taste. It was both refreshing and for the slight tartness you get, the chewy crystal boba sweetened that right out. It’s a really good drink. I just wish that they actually sold collectible cups, because the cup they provide you with was nicely decorated, but it was also a disposable plastic cup. No reason to keep it. Why not sell actual glassware?
I may not be able to enjoy the FanFest going on in Anaheim, but I got my Jollibee x Final Fantasy XIV Online fix, and I’m jolly. I actually ordered some of the merch, so be on the lookout on our social pages to see how it all looks!
Mabuhay, Jollibee!
Mabuhay, Final Fantasy!