Jollibee advanced to the fifth spot in global ranking of the world’s strongest restaurant brands

Jollibee rises as 5th strongest restaurant brand worldwide

Richmond Mercurio
Philstar Global
26 February 2026

MANILA, Philippines — Homegrown fast-food chain Jollibee has emerged as the fifth-strongest restaurant brand worldwide, based on a new report by brand valuation consultancy firm Brand Finance.

Jollibee advanced to the fifth spot in global ranking of the world’s strongest restaurant brands for 2026 from ninth place in 2025, with its brand strength index improving to 87.9/100 from 83.9 the previous year.

Jollibee, which is the flagship brand of Asian food conglomerate Jollibee Foods Corp., remained the Philippines’ sole representative among the world’s 25 most valuable restaurant brands and is the only Philippine and Southeast Asian brand included in the global ranking.

Ernesto Tanmantiong, Jollibee Group global president and chief executive officer, said the recognition reflects the brand’s rising global competitiveness and equity.

“Being ranked among the world’s strongest restaurant brands by Brand Finance signals that Jollibee is winning in superior taste and strengthening consumer preference across markets. It reflects the trust we have built, the disciplined execution of our teams and the growing power of our brand,” Tanmantiong said.

Brand Finance reported that Jollibee’s brand value rose by 32 percent to $3.3 billion in 2026, placing it 18th among the world’s 25 most valuable restaurant brands.

As the only Philippine and Southeast Asian brand in the global ranking, Brand Finance said Jollibee’s performance underscores the ability of home-grown brands to compete internationally through disciplined execution while sustaining strong brand equity and expectations for future earnings.

Jollibee’s continued expansion across Asia, North America and the Middle East has strengthened long-term growth visibility while preserving brand leadership in its core market.

The Philippines remains in a favorable position to attract investments and deepen regional cooperation

 ‘Philippines in good spot’

Despite rising trade tensions

Story by Keisha Ta-Asan
Philstar Global
25 February 2026

MANILA, Philippines —  The Philippines remains in a favorable position amid evolving global trade dynamics and will continue engaging the United States while leveraging its role as ASEAN chair to attract investments and deepen regional cooperation, Finance Secretary Frederick Go said yesterday. Speaking on the sidelines of the ASEAN Editors & Economic Opinion Leaders Forum, Go said the government would maintain dialogue with the US through existing trade channels even as uncertainties persist.

“Of course we will continue to engage with the US. The foreign trade desk continues to do that,” he said.

“As I always say, the majority of our semiconductors are exempted and the majority of our key agri exports are exempted. So I’d say we’re in a good spot, but of course we will continue to engage with our counterparts there,” Go added.

The global trade environment has grown more uncertain after US President Donald Trump announced plans to raise global tariffs to 15 percent, following a Supreme Court ruling that struck down his earlier sweeping import duties. The move has heightened concerns among trading partners and exporters, including those in Southeast Asia, as governments weigh the impact of potential disruptions to supply chains and market access.

In his keynote speech, Go said the Philippines intends to capitalize on its position as ASEAN chair by aligning economic policies with regional priorities such as stability, connectivity and inclusive growth.

He noted that Southeast Asia remains one of the world’s fastest-growing regions, supported by favorable demographics, expanding trade corridors and deeper economic integration. Within this context, the Philippines is positioning itself as a model for policy execution and investment facilitation.

“Across ASEAN, competition for quality investment has intensified and investors increasingly compare destinations based on execution capacity, not just policy announcements,” he said.

Go said the government’s strategy centers on improving the ease, cost and predictability of doing business, anchored on several major reforms aimed at attracting long-term investments.

According to Go, the Philippines is well positioned within Indo-Pacific trade routes and supply chain realignments, particularly in clean energy and advanced manufacturing.

Renewable energy has emerged as a major investment driver, with a large portion of registered investments flowing into solar, wind and hydropower projects.

He also pointed to opportunities in electric vehicle components, semiconductors, smart agriculture and creative industries, noting continued expansion by global electronics firms.

Go said recent trade negotiations underscore the need for the Philippines to diversify export destinations.

“What it made clear to us is that we have to open new markets. We have to create new markets for the Philippines to trade with,” he said, citing ongoing efforts to secure more economic partnership agreements.

Among the priorities is a planned free trade agreement with the European Union, which he described as a key target for this year.

As ASEAN chair, Go said the Philippines aims to strengthen regional economic cooperation and raise investor confidence across member states.

“Our message to investors is framed within ASEAN’s broader growth story. The Philippines is open for business. It is prepared for long-term partnership within a fast-growing regional block,” he said.

He added that the country seeks long-term partnerships anchored on policy reforms, investment facilitation and regional collaboration to translate growth into shared prosperity.