Jollibee Group’s signature Chickenjoy has reached another landmark moment, with the Philippine Intellectual Property Office officially declaring the brand a Well-Known Mark as of November 3, 2025. The recognition affirms what generations of Filipinos and customers around the world have long known: Chickenjoy is not just a product, but a cultural icon defined by trust, familiarity, and enduring appeal.
Chickenjoy becomes the third Jollibee Group mark to receive Well-Known Mark status under IPOPHL’s administrative process for the Declaration and Creation of the Register of Well-Known Marks. It follows the earlier recognition of the Jollibee Stacked Logo and the Jollibee Mascot, both acknowledged in August.
Notably, these three Jollibee assets are the first trademarks ever granted this distinction by IPOPHL, underscoring the brand’s singular position in the country’s commercial and cultural landscape.
Joseph Tanbuntiong, Chief Executive Officer of Jollibee Group Philippines and Head of Jollibee Brand Global, described the recognition as a meaningful milestone that reflects decades of consumer connection.
He said Chickenjoy represents years of shared moments, family celebrations, and memories built around a product that has become deeply woven into everyday Filipino life. The Well-Known Mark status, he noted, validates the brand’s distinctiveness and relevance across generations while reinforcing Jollibee’s commitment to protecting and strengthening its intellectual property worldwide.
The designation provides enhanced trademark protection across goods, services, and territories, a critical advantage as the Jollibee Group continues to scale its global presence. Safeguarding flagship brands such as Chickenjoy plays a central role in the company’s long-term strategy, including its goal of tripling net income after tax by 2028.
Tanbuntiong emphasized that strong intellectual property protection ensures the integrity of the Jollibee experience as it reaches new markets, while preserving what makes its brands unmistakably unique.
With Chickenjoy’s elevation to Well-Known Mark status, Jollibee Group reinforces its promise to uphold the quality, consistency, and heritage that have defined the brand for decades. The recognition further strengthens Jollibee’s standing as one of the Philippines’ most trusted and recognizable food brands, extending its legacy not only at home, but across the global stage.