Jollibee has once again reaffirmed its status as an iconic brand, as it emerged as ASEAN’s top Restaurant Brand in Brand Finance’s ASEAN 500 2025 report.
With a brand value up by 8% at USD 2.5 billion, Jollibee holds its position as the most valuable restaurant brand in the region for the second consecutive year, reinforcing its leadership in the quick-service restaurant industry.
Jollibee: A Filipino Brand at the Top
According to the world’s leading independent brand valuation and strategy consultancy, “Jollibee continues to be the Philippines’ most loved brand, leading the market with its strong consumer connection, best-selling products, and impactful storytelling.”
While rooted in Filipino heritage, Jollibee’s reach across generations and geographies has solidified its standing as a global icon. Known for its joyful customer experience, delicious menu, and deep cultural relevance, Jollibee has become more than just a fast-food brand; it is a symbol of Filipino pride, excellence and joy. Jollibee’s strong performance underscores its winning strategy: investing in brand equity, expanding its regional footprint, and building lasting customer relationships.
As the brand continues to expand globally, Jollibee’s top ranking in ASEAN serves as a powerful reminder that Filipino brands can succeed not only at home, but also on the world stage.