Jollibee's global success inspires next-gen ASEAN entrepreneurs

Insider Spotlight

• Jollibee shares its journey from a Filipino-founded business to a global restaurant powerhouse
• Over 10,000 participants attend the inaugural ASEAN Youth Entrepreneurship Summit
• The restaurant giant encourages young entrepreneurs to pursue opportunities beyond borders
  
  
  
  

Filipino restaurant giant Jollibee Group is inspiring Southeast Asia's next generation of entrepreneurs to think globally, drawing on its transformation from a homegrown business into a multinational restaurant powerhouse.

Jollibee Group global president and CEO Ernesto Tanmantiong shared the company's growth story at the inaugural ASEAN Youth Entrepreneurship Summit (AYES) 2026 at the SM Mall of Asia Arena, highlighting how Filipino businesses can compete and thrive internationally.

From local roots to global markets

Jollibee's international expansion illustrates the potential of Southeast Asian brands to build strong positions in competitive overseas markets.

The company leads Vietnam's quick-service restaurant segment with more than 250 Jollibee stores serving Vietnamese customers and holds the top chain position in Brunei.

In the United States, Jollibee earned the Best Fast-Food Fried Chicken distinction in USA TODAY's 10Best Readers' Choice Awards for three consecutive years.

Tanmantiong emphasized that the company's achievements were built through collective effort rather than individual success, according to a Jollibee Group release, recognizing the contributions of employees, business partners, customers, and communities.

“When people ask about our success, I feel grateful—and careful. Grateful for the milestones. Careful because success never belongs to one person. It is built by people who dare to dream, teams who work hard, partners who believe, customers who return, and communities that help a business grow,” Tanmantiong said.

Building ASEAN's entrepreneurial future

The summit gathered more than 10,000 young entrepreneurs, students, startup founders, business leaders, and policymakers to explore innovation, leadership, and regional business opportunities.

Organized by SM Cares, Global Peace Foundation Philippines, and ASEAN Business Advisory Council Philippines, the event also introduced the ASEAN Youth Entrepreneurship Action Agenda to advance entrepreneurship across Southeast Asia.

For aspiring business founders, Jollibee's experience highlights the importance of understanding local consumers while maintaining a strong brand identity.

“As Jollibee expanded abroad, we learned that food can carry memory and also create connections across cultures. Delicious taste has no borders,” Tanmantiong said.

Jollibee Group now operates 20 brands with more than 10,700 stores and cafés across 33 countries, demonstrating how a Filipino-founded enterprise can establish an international presence. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma