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Jollibee Continues to Reign as the Region’s Most Valuable Restaurant Brand
The Philippines’ most beloved fast-food chain, Jollibee, has once again proven its global dominance as it was recognized as ASEAN’s top restaurant brand in Brand Finance’s ASEAN 500 2025 report.
With its brand value rising by 8% to USD 2.5 billion, Jollibee holds its position as the most valuable restaurant brand in Southeast Asia for the second year in a row, a testament to its enduring success and strong emotional connection with consumers.
A Proud Filipino Brand on the Global Stage
According to Brand Finance, the world’s leading independent brand valuation consultancy, “Jollibee continues to be the Philippines’ most loved brand, leading the market with its strong consumer connection, best-selling products, and impactful storytelling.”
Rooted deeply in Filipino heritage, Jollibee’s success story transcends borders. What started as a local food joint has grown into a global brand loved by millions, thanks to its iconic Chickenjoy, Jolly Spaghetti, and Burger Steak—all served with that signature langhap-sarap goodness and joyful service that Filipinos proudly call their own.
The Joy of Filipino Excellence
Jollibee’s recognition highlights more than its market leadership, it reflects the brand’s role as a symbol of Filipino pride and excellence. With its cheerful mascot, delicious food, and feel-good storytelling, Jollibee has become an international ambassador of Filipino warmth and hospitality.
The brand’s consistent performance also underscores its winning strategy:
- Investing in brand equity and customer trust
- Expanding its ASEAN and global footprint
- Building lasting emotional connections through community and culture
As Jollibee continues to grow worldwide, this latest achievement reinforces that Filipino brands can thrive on the world stage, embodying both the country’s entrepreneurial spirit and its unique brand of joy.