Chickenjoy Is Officially a Well-Known Mark and Filipinos Are Not Surprised
For many Filipinos, Chickenjoy is more than just fried chicken. It is part of childhood memories, family celebrations, late-night cravings, and even moments of comfort after a long day. Now, this iconic favorite has reached another major milestone.
The Jollibee Group has announced that its Chickenjoy trademark has been officially declared a Well-Known Mark by the Philippine Intellectual Property Office or IPOPHL. The recognition took effect on November 3, 2025, further affirming Chickenjoy’s strong reputation, distinct identity, and lasting impact both in the Philippines and abroad.
This acknowledgment is not just a legal win. It is a reflection of how deeply Chickenjoy is woven into Filipino culture and everyday life.
What Does Well-Known Mark Status Mean?
A Well-Known Mark status is granted to brands that have achieved a high level of recognition among consumers. It provides stronger intellectual property protection, even across different goods, services, and territories.
For the Jollibee Group, this means added safeguards for Chickenjoy as the brand continues to grow globally. It also ensures that the name, image, and reputation built over decades are protected from misuse or imitation.
Chickenjoy now joins an elite list under IPOPHL’s administrative process for the Declaration and Creation of the Register of Well-Known Marks.
Chickenjoy Joins Jollibee’s Most Protected Brand Assets
Chickenjoy is the third Jollibee Group trademark to receive Well-Known Mark recognition. The first two marks were the Jollibee Stacked Logo and the Jollibee Mascot, both declared last August under the same process.
What makes this even more significant is that these three Jollibee assets are the first trademarks ever recognized by IPOPHL under this registry in the Philippines. This positions the Jollibee Group as a leader not only in food service but also in brand protection and intellectual property management.
Each of these assets plays a vital role in the company’s global brand portfolio, representing consistency, trust, and emotional connection with customers worldwide.
A Milestone Rooted in Trust and Nostalgia
Joseph Tanbuntiong, Chief Executive Officer of Jollibee Group Philippines and Head of Jollibee Brand Global, described the recognition as a meaningful milestone for the company.
“The Chickenjoy brand carries decades of trust, deep connection, and nostalgia for our customers. Having it recognized as a Well-Known Mark and the 3rd one in the registry underscores the strength of that relationship and the cultural relevance the product has built over generations,” he said.
He also expressed gratitude to IPOPHL for the acknowledgment, noting that it reinforces the group’s ongoing efforts to protect and strengthen its brand assets globally while continuing to deliver superior taste and joyful experiences.
For many Filipinos, that connection is easy to understand. Chickenjoy has been present in birthdays, graduations, family outings, and even simple solo meals. It has remained consistent while adapting to changing tastes and times.
Protecting a Beloved Brand as Jollibee Expands Globally
Beyond sentiment, the Well-Known Mark status plays an important role in the Jollibee Group’s long-term business strategy. As the company expands its footprint across international markets, strong intellectual property protection becomes essential.
Securing broader protection helps ensure that Chickenjoy remains distinct and authentic wherever it is served. This supports the group’s larger strategic goal of tripling net income after tax by 2028.
“Strong intellectual property protection is essential to our growth strategy,” Tanbuntiong added. “This recognition helps ensure that as we bring the Jollibee Group experience to more customers around the world, we also preserve the integrity and distinctiveness of our brands, especially one as beloved as Chickenjoy.”
Why This Matters to Filipino Consumers
While legal recognitions often happen behind the scenes, this milestone has real meaning for Filipino consumers. It signals that a homegrown favorite is being protected and valued on a global stage.
The recognition also reinforces Chickenjoy’s position as one of the most recognizable and trusted food brands in the Philippines and beyond. It reflects the consistency, quality, and heritage that have defined the product for decades.
As Jollibee continues to bring Filipino flavors and experiences to the world, milestones like this remind us why the brand resonates so deeply. Chickenjoy is not just famous because it is tasty. It is beloved because it has grown alongside generations of Filipinos.
A Celebration of Filipino Pride
The declaration of Chickenjoy as a Well-Known Mark is both a business achievement and a cultural one. It honors a product that has become part of everyday Filipino life and celebrates the global success of a proudly Filipino brand.
For fans of Chickenjoy, this recognition simply confirms what they have known all along. Some icons never fade, they only get stronger.