Three homegrown restaurant brands from the Jollibee Group have secured top positions in the ASEAN food and beverage sector, according to the recently released ASEAN 500 2025 report by Brand Finance, the world's leading brand valuation consultancy.
Philippine Brands Dominate Regional Rankings
Jollibee leads the pack with an impressive eight percent increase in brand value, now standing at $2.5 billion. The beloved Filipino fast-food giant achieved a Brand Strength Index score of 83.9 out of 100, reflecting its powerful market position and consumer connection.
Following closely is Mang Inasal, which saw a one percent growth in brand value to $377 million. The grill specialists earned an outstanding BSI score of 87.8 out of 100, making it one of the strongest brands in the region.
Chowking completes the trio with a four percent increase in brand value, reaching $262 million. The Chinese-Filipino fast food pioneer scored 71.8 on the Brand Strength Index and now ranks third among ASEAN restaurant brands.
Global Recognition and Local Roots
Research data from Brand Finance confirms that Jollibee remains the Philippines' most cherished brand, maintaining its strong consumer connection through best-selling products and compelling storytelling. With over 1,000 stores nationwide, the brand stays deeply embedded in Filipino culture through initiatives like the My Kwentong Jollibee campaign and its commitment to delivering familiar, well-loved flavors.
The global recognition continues as Jollibee secured the 17th position worldwide in the Restaurants 25 2025 report, marking its tenth consecutive year in global rankings since 2016.
Mang Inasal continues to strengthen its position as one of the nation's most recognizable homegrown restaurant brands, emphasizing authentic flavors and familiar dining experiences that resonate deeply with Filipino consumers.
Regional Competitive Landscape
Other notable restaurant brands featured in the ASEAN 500 report include Singapore's Kopitiam with a brand value of $220 million, Thailand's MK Restaurants valued at $188 million after a 24 percent increase, and Singapore's Jumbo with a brand value of $33 million.
Alex Haigh, Managing Director of Brand Finance Asia Pacific, emphasized the significance of this achievement: "The Philippines' restaurant brands continue to define excellence in the ASEAN dining landscape. Jollibee, Mang Inasal, and Chowking demonstrate how culturally rooted brands can achieve strong consumer trust and sustained brand value."
The success of these three brands reflects the Philippines' growing cultural and economic influence in the ASEAN region, symbolizing how authenticity and strategic growth can drive meaningful expansion beyond national borders.
