Out of 5,000 brands evaluated across Southeast Asia, Jollibee led the pack with a brand value of $2.5 billion, up 8% from last year. Mang Inasal took the second spot with $377 million, up 1%, while Chowking ranked third at $262 million, up 4%. The rankings highlight the Jollibee Group’s enduring strength in the highly competitive ASEAN quick-service restaurant sector.

“Our continued leadership in the Brand Finance ASEAN 500 rankings reflects the strength of our brand portfolio, the dedication of our teams, and the trust of our customers,” said Ernesto Tanmantiong, Global President and CEO of the Jollibee Group. “It affirms our leadership not only in scale, but in the hearts of the people we serve. As we continue to grow globally, we remain focused on innovation, quality, and an enduring purpose—to spread joy through superior taste.”

Jollibee also earned recognition as the second fastest-growing global restaurant brand. With over 1,800 stores in 17 countries as of Q3 2025, it continues to delight customers worldwide with favorites such as Chickenjoy, Jolly Spaghetti, and Yumburger.

Mang Inasal, known for its Chicken Inasal, Pork BBQ, and Extra Creamy Halo-Halo, strengthened its nationwide presence with 575 stores and opened its first drive-thru in Santa Maria, Bulacan. The brand remains one of the region’s fastest-growing quick-service restaurant names.

Chowking blends comfort and cultural flavor in a fast, accessible format. In 2024, the brand enhanced its 621 stores worldwide with new products and improved customer experiences, cementing its position as the most loved Chinese quick-service restaurant brand globally.

“The Jollibee Group’s ability to build strong, emotionally resonant brands while maintaining consistent growth is a remarkable achievement,” said Alex Haigh, Managing Director of Brand Finance, Asia Pacific. “Their leadership across multiple markets reflects a clear brand strategy and deep connection with consumers.”

This recognition underscores the Jollibee Group’s growing influence as one of Asia’s leading restaurant companies and reinforces its ambition to rank among the top five restaurant companies in the world.

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.

With a 2% annual increase in brand value to US$2.6 billion, the performance of the country’s largest integrated telco contributed to the brand capturing a higher market share of the fiber industry, which led to a 45% improvement in year-on-year revenue.

Besting other brands in telecommunications, banking, and food service, PLDT was cited by Brand Finance for its consistent focus on innovation as a driver to improve customer service and propel the nation towards becoming a financial and technology hub.

PLDT’s sustainability initiatives were also recognized. The Brand Finance report indicated that the brand posted the highest Sustainability Perceptions Value among all brands listed in its rankings at US$222 million. Brand Finance cited the use of carbon fiber technology for cell towers and the deployment of solar roof top panels leading to a reduction of over 137 tonnes of greenhouse gas emissions.

“PLDT greatly appreciates the latest and prestigious recognition from Brand Finance for being conferred as the Most Valuable Filipino Brand this year. This inspires us more to continue providing the vital connectivity that powers our digital economy, enabling us to help transform the country into a globally competitive and digitally-empowered nation,” said Alfredo S. Panlilio, President and CEO of PLDT and its wireless subsidiary, Smart Communications, Inc. (Smart).

“This recognition clearly shows that our efforts to proactively create brand loyalty, awareness, associations, and maintaining international standard of our products and services among our stakeholders are paying off,” Panlilio added.

Brand Finance also lauded PLDT’s deployment of carbon fiber cell site towers, an environmental initiative that seeks to reduce the amount of carbon dioxide produced by up to 70%, as compared to using traditional steel towers. Carbon fiber towers also use less land space, reducing the need for land repurposing.

“We sincerely thank Brand Finance for this distinction – a testament to our ardent investments in the fiber industry and good corporate governance,” Panlilio said. In support of the government’s digitalization goals, the citation also reinforces PLDT and Smart’s commitment to bridge the digital divide – a mandate of the Private Sector Advisory Council (PSAC) Digital Infrastructure group, where Panlilio sits as a founding member.

PLDT and Smart’s efforts recognized by Brand Finance are among the broad range of initiatives undertaken by the Group in its continuing drive to elevate customer experience and become the region’s leading ESG telco. These objectives are two of the five pillars of PLDT and Smart’s multi-year transformation launched in 2022, in response to the rapidly shifting market conditions in the Philippines.

“We sincerely thank Brand Finance for this distinction – a testament to our ardent investments in the fiber industry and good corporate governance,” Panlilio said. In support of the government’s digitalization goals, the citation also reinforces PLDT and Smart’s commitment to bridge the digital divide – a mandate of the Private Sector Advisory Council (PSAC) Digital Infrastructure group, where Panlilio sits as a founding member.

PLDT and Smart’s efforts recognized by Brand Finance are among the broad range of initiatives undertaken by the Group in its continuing drive to elevate customer experience and become the region’s leading ESG telco. These objectives are two of the five pillars of PLDT and Smart’s multi-year transformation launched in 2022, in response to the rapidly shifting market conditions in the Philippines.