Jollibee solidifies its position as ASEAN’s most valuable restaurant brand in 2025 with a brand value of USD 2.5 billion, showcasing Filipino pride and global appeal.
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Jollibee has once again proven its iconic status, emerging as ASEAN’s leading restaurant brand in Brand Finance’s ASEAN 500 2025 report. The Filipino favorite saw its brand value rise by 8 percent, reaching USD 2.5 billion, and maintained its position as the most valuable restaurant brand in the region for the second year in a row. This achievement highlights Jollibee’s stronghold in the competitive quick-service restaurant industry.
As the world’s leading independent brand valuation and strategy consultancy notes, “Jollibee continues to be the Philippines’ most loved brand, leading the market with its strong consumer connection, best-selling products, and impactful storytelling.” Its ability to resonate with customers across generations and borders has cemented Jollibee’s reputation as a global icon.
Rooted in Filipino heritage, Jollibee has grown beyond being just a fast-food chain. It represents joyful dining experiences, beloved menu items, and cultural significance, making it a symbol of Filipino pride, excellence, and happiness. The brand’s impressive performance reflects its strategic focus on strengthening brand equity, expanding regionally, and cultivating lasting customer relationships.
Jollibee’s top ranking in ASEAN not only reinforces its leadership in the region but also serves as a testament to the global potential of Filipino brands. As it continues to grow internationally, Jollibee exemplifies how a brand born in the Philippines can succeed on the world stage.
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