Jollibee Group tops latest ASEAN brand rankings

Three flagship brands of the Jollibee Group have taken the top spots in the latest ASEAN restaurant rankings of Brand Finance, reinforcing the Philippines’ leadership in the regional food service sector.

In its ASEAN 500 2025 report, the brand valuation firm ranked Jollibee, Mang Inasal, and Chowking as the strongest restaurant brands in Southeast Asia based on brand value and consumer perception metrics.

Jollibee retained its position as the region’s leading restaurant brand, with its value rising 8% to $2.5 billion and a Brand Strength Index (BSI) score of 83.9/100. The homegrown chain also kept its 17th place globally in Brand Finance’s Restaurants 25 2025 report, marking a decade-long stay in the worldwide rankings.

Mang Inasal, best known for its grilled offerings and Filipino-style dining, recorded a 1% increase in brand value to $377 million and posted the highest BSI score among the three at 87.8/100. Its sustained cultural relevance and consistent menu strategy helped secure its strong regional standing.

Chowking, which pioneered Chinese-Filipino fast food in the country, boosted its brand value by 4% to $262 million and now ranks third among ASEAN restaurant brands. It continues to benefit from stable customer demand for hybrid Asian cuisine and broad nationwide visibility.

Brand Finance Asia Pacific Managing Director Alex Haigh said the Philippine brands demonstrate how companies can combine cultural authenticity with regional expansion to build strong, resilient franchises.

“The Philippines’ restaurant brands continue to define excellence in the ASEAN dining landscape,” Haigh said. “Their success reflects a strategic blend of local relevance with regional ambition while the brands show that authenticity and scale can drive meaningful growth.”

The report highlights the Philippines’ growing influence in the regional consumer sector, noting that the Jollibee Group’s strong brand equity across multiple banners underscores the country’s competitiveness in fast-moving restaurant markets.

Brand Finance, the world’s leading brand valuation consultancy, bridges marketing and finance by assessing brand strength and quantifying financial value to guide strategic decision-making. Headquartered in London with operations in more than 25 countries, it conducts over 6,000 brand valuations each year and publishes more than 100 sector and country reports.

Its Global Brand Equity Monitor surveys over 175,000 respondents annually across 6,000 brands in 41 countries and 31 sectors, generating the world’s largest brand value database. By combining proprietary market research with valuation analytics, Brand Finance provides business leaders with the insights needed to enhance both brand performance and overall enterprise value.