Filipino pride takes center stage once more as Jollibee emerges as ASEAN’s #1 Restaurant Brand in Brand Finance’s ASEAN 500 2025 Report. The homegrown icon continues to prove that joy—and world-class quality—can go hand in hand, securing its spot as the region’s most valuable restaurant brand for the second consecutive year.
With its brand value rising by 8% to USD 2.5 billion, Jollibee reinforces its leadership in the quick-service restaurant industry, outpacing global competitors through heart, heritage, and consistency.
A Filipino Brand with Global Flavor
According to Brand Finance, Jollibee remains the Philippines’ most loved brand, celebrated for its “strong consumer connection, best-selling products, and impactful storytelling.” From its iconic Chickenjoy to the irresistible Jolly Spaghetti, every menu item carries a flavor of nostalgia and cultural pride that transcends borders.
Rooted in Filipino warmth and family values, Jollibee’s journey reflects how authenticity and joyful customer experience can power a brand beyond borders. Its expansion across Asia, the Middle East, North America, and Europe stands as proof that local spirit—when done right—resonates globally.
Flying the Filipino Flag High
More than just a fast-food chain, Jollibee has become a symbol of Filipino excellence and optimism. Its success story echoes a powerful truth: that homegrown brands can rise to international acclaim without losing their soul.
As the brand continues to expand globally, its latest recognition underscores one message—Filipino brands belong on the world stage.
Cover image credit: Jollibee
