The brand’s momentum was underscored this year as it closed out its 40th anniversary with a rare sweep of 40 major awards from the country’s leading marketing, creative, digital, and industry bodies—an achievement that highlighted how Chowking has evolved from a neighborhood favorite into a culturally resonant national brand.
“These awards are a celebration of our people, our partners, and the millions of consumers who continue to choose Chowking,” said Jia Du, marketing head of Chowking.
“They affirm that Sarap Mag-Chow remains a powerful part of Filipino life and inspire us to keep innovating for the next generation.”
Why it matters
Chowking’s recognition signals how legacy food brands can stay relevant by combining product innovation, digital engagement, and emotional storytelling—an increasingly critical mix as consumer preferences shift and competition intensifies.
By the numbers
Driving brand leadership
Among the key wins were Marketing Team of the Year honors from both the Marketing Excellence Awards and the NEXT Awards, reinforcing the brand’s consistency in long-term brand-building.
Chowking also received accolades for innovative integrated, digital, and event marketing campaigns, as well as recognition for product launches and seasonal campaigns.
“Chowking has become a favorite for millions across the country, and being honored with 40 awards in our 40th year is a powerful testament to our commitment to excellence and to our vision of becoming the world’s most loved Chinese quick-service restaurant brand,” said Chowking president Ken Lingan.
“We are deeply humbled by these recognitions, which inspire us to continuously innovate and connect with our customers in meaningful ways.”
The big picture
Beyond awards, Chowking’s performance reflects its ability to translate creativity into commercial and cultural impact—from bestselling Chao Fan and Halo-Halo offerings to restaurant renovations and digital initiatives recognized by industry peers.
What’s next
As it moves into its next decade, Chowking said it is doubling down on its “Sarap Mag-Chow” promise, aiming to deliver more meaningful dining experiences while strengthening its emotional bond with Filipino consumers—proving that even after 40 years, growth opportunities remain firmly on the table. —Ed: Corrie S. Narisma
