Jollibee Group Global President and CEO Ernesto Tanmantiong shared how a Filipino-founded business expanded into an international restaurant group at the inaugural ASEAN Youth Entrepreneurship Summit 2026, which gathered more than 10,000 participants at the SM Mall of Asia Arena.
The story of Jollibee’s growth offered a business lesson for aspiring entrepreneurs across Southeast Asia: building an international brand takes more than a successful product. It also requires strong teams, customer trust, committed partners, and the ability to connect with different markets.
Speaking at the inaugural ASEAN Youth Entrepreneurship Summit (AYES) 2026 on October 15, Jollibee Group Global President and CEO Ernesto Tanmantiong traced the company’s journey from a Filipino-founded business to a multinational restaurant group.
His address highlighted the role of people and partnerships in business growth, alongside the importance of understanding customers across cultural boundaries.
How Jollibee Expanded Beyond the Philippines
Jollibee Group’s international operations illustrate how a homegrown food brand can establish a presence in markets with different consumer preferences.
According to the company, Jollibee is the leading quick-service restaurant brand in Vietnam, with more than 250 stores serving Vietnamese customers. It is also the number one chain in Brunei.
In the United States, Jollibee was voted No. 1 Best Fast-Food Fried Chicken in USA TODAY’s 10Best Readers’ Choice Awards for the third consecutive year, the company said.
For Tanmantiong, international expansion has reinforced the ability of food to connect people across cultures.
“As Jollibee expanded abroad, we learned that food can carry memory and also create connections across cultures,” he said, adding that delicious taste has no borders.
The experience reflects a broader consideration for businesses looking to enter overseas markets: international growth involves more than exporting a product. Brands must also build relationships with local customers and establish relevance in each market.
Why People and Partnerships Matter to Business Growth
Tanmantiong also cautioned against viewing corporate success as the achievement of a single leader.
He credited the company's milestones to the collective efforts of employees, business partners, customers, and communities that support its growth.
His message placed collaboration at the center of entrepreneurship, emphasizing that businesses depend on people who share a vision and contribute to its execution.
For young founders, the lesson is relevant beyond the food industry. A business may begin with an individual's idea, but sustaining growth requires capable teams, customer loyalty, and relationships that can support the company over time.
Jollibee Group said sharing its experience was intended to encourage young people to pursue their own entrepreneurial ambitions and demonstrate that Filipino-founded businesses can compete internationally.
ASEAN Youth Entrepreneurship Summit Draws More Than 10,000 Participants
The October 15 summit was organized by SM Cares, Global Peace Foundation Philippines, and the ASEAN Business Advisory Council Philippines.
Described by the organizers as the council's largest youth entrepreneurship initiative, AYES 2026 brought together more than 10,000 young entrepreneurs, students, innovators, startup founders, business leaders, and policymakers from across Southeast Asia.
The event built on the Global Youth Summit, extending the initiative's regional reach in connection with the Philippines' role as ASEAN host in 2026.
Its program included international and regional speakers, conversations with business founders, youth entrepreneurship showcases, and the launch of the ASEAN Youth Entrepreneurship Action Agenda. The youth-driven framework aims to advance entrepreneurship across Southeast Asia.
The gathering provided a platform for young people to exchange ideas, learn from established business leaders, and explore opportunities for building ventures with regional potential.
A Message for ASEAN's Next Generation of Business Leaders
Tanmantiong closed his address by encouraging young entrepreneurs to pursue ambitious goals while bringing other people along in the process.
He urged participants to build boldly and extend the positive impact of their businesses beyond national borders.
For Jollibee Group, sharing its growth story was an opportunity to connect its international business experience with the ambitions of the next generation.
For the young leaders attending AYES 2026, the challenge is to turn ideas into businesses that can create value for customers, communities, and the wider Southeast Asian region.