Go global, Jollibee CEO urges ASEAN brands

Jollibee Group Global president and chief executive officer Ernesto Tanmantiong called on Southeast Asian businesses to strengthen their global competitiveness while staying grounded in their local roots during the 2026 ASEAN Chinese Business Leaders Summit in Pasay City.

Speaking on “From ASEAN to the World: Growing Homegrown Brands Beyond Borders” on 19 October, Tanmantiong highlighted the importance of building globally relevant brands as the region strengthens business ties, innovation and collaboration.

“We have companies with strong capabilities and the resilience to compete. The opportunity before us is to take what is strong at home and make it relevant to the world. May ASEAN’s homegrown brands be ambitious but grounded, competitive but humble, profitable but purposeful, and successful in ways that help others succeed. May all our businesses grow beyond borders,” Tanmantiong said.

The summit was organized by the Federation of Filipino-Chinese Chambers of Commerce and Industry Inc..

The Jollibee Group operates a portfolio of 20 brands, with more than 10,700 stores and cafés across 33 countries, according to the company.

Its portfolio includes wholly-owned brands such as Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger and Tim Ho Wan, as well as franchised brands and investments in other restaurant businesses.