WINNING | Jollibee fuels global expansion as Filipino pride rises

Insider Spotlight

• Jollibee continues to strengthen its global brand presence as it gains recognition for representing Filipino entrepreneurship worldwide
• The fast-food giant was honored with a global brand excellence award highlighting its journey from a local favorite to an international powerhouse
• Founder Tony Tan Caktiong also received a lifetime achievement honor recognizing decades of leadership and innovation
  
  
  

Jollibee’s global rise continues to spotlight Filipino entrepreneurship on the world stage, as the homegrown fast-food brand expands its footprint and cultural influence across international markets.

The momentum was underscored when Jollibee received the Global Filipino Brand Excellence Award from the Philippine Arts, Film & Television, Inc. (PAFTA), recognizing the company’s transformation from a small ice cream parlor in Manila into a world-class Filipino brand serving millions worldwide.

Dr. Tony Tan Caktiong 

Jollibee Group executive chair, founder, and chief taste officer 

Why it matters

The recognition reflects how Filipino consumer brands are gaining visibility globally, driven by strong diaspora demand and growing curiosity about Filipino cuisine and culture.

Jollibee Philippines president Ferns Yu attended the event alongside company executives and PAFTA leaders. Also present were PAFTA executive vice president Christina Aliada, PAFTA board chairman Dr. Billy James Uy, Jollibee Philippines head of Human Resources Belle Gosioco, and Jollibee Philippines head of Finance Stan Baltazar.

What they’re saying

According to a company statement, the recognition celebrates Jollibee’s journey “from humble beginnings to a world-class Filipino brand that continues to bring pride, innovation, and joy to millions across the globe.”

The statement added that the award highlights the company’s commitment to innovation, customer experience, and expanding the reach of Filipino flavors across international markets.

By the numbers:

• Jollibee now operates thousands of stores globally across multiple brands
• The company continues to expand in North America, Europe, the Middle East, and Asia
• Its flagship Jollibee brand remains a key driver of global growth

The celebration also recognized the legacy of Jollibee Group executive chair, founder, and chief taste officer Dr. Tony Tan Caktiong, who received the Global Filipino Business Icon & Lifetime Achievement Award from PAFTA during ceremonies held on February 21, 2026 at The Manila Hotel.

The honor recognizes Tan Caktiong as a symbol of Filipino excellence, resilience, and entrepreneurial vision—values that helped transform Jollibee into one of the Philippines’ most globally recognized brands. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma