Brand Finance’s latest data reveals Jollibee, Mang Inasal, and Chowking lead among ASEAN restaurant brands
- The Philippines leads the regional restaurants sector with strong brand value
and consumer trust - Jollibee maintains its 17th rank globally among restaurant brands
- The Brand Finance ASEAN 500 2025 report reveals Southeast Asia’s brand competitiveness
Three of the Philippines’ most iconic restaurant brands have once again taken the spotlight in the region, topping the ASEAN restaurant sector according to the ASEAN 500 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Jollibee leads the pack with a brand value of USD 2.5 billion, up 8% from last year, and a Brand Strength Index (BSI) score of 83.9/100. Close behind are Mang Inasal, valued at USD 377 million with a BSI score of 87.8/100, and Chowking, at USD 262 million with a BSI of 71.8/100. Together, these brands reaffirm the Philippines’ prominence in the ASEAN food and beverage industry.
According to Brand Finance, Jollibee remains the country’s most beloved brand, anchored by strong consumer connections, best-selling products, and compelling storytelling. With over 1,000 stores nationwide, the brand continues to celebrate Filipino culture through campaigns like My Kwentong Jollibee and by delivering familiar, comforting flavors. Jollibee also maintains its global presence, ranking 17th worldwide in the Restaurants 25 2025 report, marking a decade-long streak in global brand recognition since 2016.
Mang Inasal, celebrated for its grilled meals and Filipino-style dining, strengthens its position as one of the nation’s most recognizable homegrown brands. Its focus on authentic flavors and memorable dining experiences keeps it culturally relevant and deeply connected to Filipino consumers.
Meanwhile, Chowking, the pioneer of Chinese-Filipino fast food, ranks third among ASEAN restaurant brands, offering diners a unique combination of comfort, culture, and accessibility. Its enduring popularity highlights its role as a cultural bridge in the regional dining landscape.
Other notable ASEAN restaurant brands featured in the report include:
- Kopitiam (Singapore) – USD 220 million, BSI 85.5/100 (down 32%)
- MK Restaurants (Thailand) – USD 188 million, BSI 83.9/100 (up 24%)
- Jumbo (Singapore) – USD 33 million, BSI 48.2/100 (up 8%)
Alex Haigh, Managing Director of Brand Finance Asia Pacific, noted:
“The Philippines’ restaurant brands continue to define excellence in the ASEAN dining landscape. Jollibee, Mang Inasal, and Chowking showcase how culturally rooted brands can build strong consumer trust and long-term brand value. Their success highlights how authenticity, local relevance, and scale can drive meaningful growth both regionally and globally.”
The ASEAN 500 2025 report underscores the rising influence of Filipino homegrown brands in the region, with restaurants leading the charge in brand strength and value. This reflects the Philippines’ growing cultural and economic impact across ASEAN, demonstrating that local authenticity can thrive on a global stage.
