Three powerhouse brands under the Jollibee Group have once again dominated the Brand Finance ASEAN 500 for 2025, securing an unprecedented sweep of the top three most valuable restaurant brands in the region’s intensely competitive quick-service industry.
From a field of 5,000 brands across Southeast Asia, Jollibee clinched the number one spot with its brand value surging 8% to USD 2.5 billion. Mang Inasal followed at second place with a value of USD 377 million, while Chowking secured the third spot with USD 262 million—cementing the Jollibee Group’s status as the region’s undisputed QSR leader.
“Our continued leadership in the ASEAN rankings reflects the power of our brand portfolio, the passion of our teams, and the trust of the customers we serve every day,” said Ernesto Tanmantiong, Global President and Chief Executive Officer of the Jollibee Group. “It affirms not only our scale, but our place in the hearts of people. As we expand globally, we remain committed to innovation, quality, and our purpose of spreading joy through superior taste.”
Brand Finance, the world’s foremost brand valuation consultancy, evaluates more than 6,000 brands across 41 countries and 31 sectors every year. Its assessments combine marketing investment, customer sentiment, and business performance to determine each brand’s value, strength, and overall influence.
Jollibee: ASEAN’s Number One Restaurant Brand
Beyond leading the region, Jollibee was also named the world’s second-fastest-growing restaurant brand. With more than 1,800 stores across 17 countries as of Q3 2025, the brand continues to elevate its global presence through iconic offerings such as Chickenjoy, Jolly Spaghetti, and the Yumburger.
Mang Inasal: The Philippines’ Grill Expert Shines at Number Two
Mang Inasal reinforced its stronghold with 575 stores nationwide and opened its first drive-thru in Santa Maria, Bulacan. Known for its Chicken Inasal, Pork BBQ, and Extra Creamy Halo-Halo, the brand has emerged as one of the region’s most dynamic growth performers.
Chowking: The Philippines’ Leading Chinese QSR Takes Third Place
Chowking, the country’s top Chinese quick-service restaurant, strengthened its 621-store international network by rolling out new menu items, expanding offerings, and enhancing the customer experience—solid steps toward its ambition of becoming the world’s most loved Chinese QSR brand.
A Testament to World-Class Brand Building
“The Jollibee Group’s sweep of the restaurant sector—and their ability to build emotionally resonant brands while sustaining growth—is truly exceptional,” said Alex Haigh, Managing Director of Brand Finance Asia Pacific. “Their continued leadership across markets demonstrates a clear strategy and deep consumer connection.”
This latest achievement further positions the Jollibee Group as one of Asia’s most influential restaurant companies and reinforces its drive to become one of the world’s top five global restaurant groups.