Jollibee posts 28% sales surge in Southeast Asia as local appeal grows

In the first quarter of 2025, Jollibee posted a nearly 28% surge in systemwide sales across key markets in the region, including Vietnam, Malaysia, Singapore, and Brunei. This marks a continuation of the brand's rising trajectory outside its home base and underlines its growing influence in the quick-service restaurant landscape.

The surge isn't a fluke. In 2024 alone, the Philippines-born fast-food giant opened 51 new stores in the region, bringing it closer to consumers in diverse cultural contexts. The opening of its 200th store in Vietnam, in particular, stands as a milestone - not just of scale, but of strategy. In this market, nearly all customers are Vietnamese, Jollibee said, demonstrating how a foreign brand can become deeply embedded in local tastes and habits.

"We are grateful for our consumers' love for Jollibee, which reflects the strength of our flagship brand and the appeal of our offerings in different markets," said Ernesto Tanmantiong, global president and CEO of Jollibee Group, in a release. "Our continued strong growth across our international markets, particularly Southeast Asia, is a testament to the hard work of our team and commitment to our 5-year strategy of tripling attributable net income."

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Jollibee's Southeast Asia momentum rests on more than just real estate expansion - it's also a study in cultural adaptation. From Brunei to Malaysia, Jollibee said it isn't just attracting Filipino diaspora communities. In fact, the majority of its customers in these markets are locals, who've embraced the brand not just for its affordability or convenience, but for its distinctive taste.

At the centre of this loyalty is Chickenjoy, Jollibee's flagship fried chicken offering, often praised for its crispy skin, juicy meat, and rich flavour. Recognised by USA Today as the "Best Fried Chicken," and endorsed by global media outlets such as Eater.com and South China Morning Post, it's a product that transcends borders. In spicy-loving Singapore and Malaysia, the Spicy Chickenjoy has sparked further acclaim, winning fans with its bold, fiery flavour.

But the brand hasn't rested on its golden-battered laurels. Its menu innovations are smartly localised. Vietnam got its own Chili Chicken; Malaysia enjoyed a twist on childhood nostalgia with Spicy Spaghetti. These products may never appear on a global menu, but they're crucial to the brand's regional staying power.

"Our commitment to delivering superior taste has fueled our growth in Southeast Asia, and we're grateful to have passionate franchisees and partners who share in this mission," said Dennis Flores, president of Jollibee Europe, Middle East, Asia, and Australia. "We are excited to strengthen these relationships, while also seeking new franchisees for new markets as we bring the joy of superior taste to more customers around the world."

Most recently, Jollibee has launched Gamejoy, a nationwide campaign turning everyday diners into active participants in the gaming economy. Through a partnership with UniPin, each Gamejoy Combo meal grants players in-game credits redeemable across more than 10,000 titles - from Garena to NetEase. The campaign taps into modern Filipino rituals by fusing dining, mobile payments, and gaming into one seamless ecosystem.

Unlike typical in-game activations, Gamejoy starts at the counter - making the act of eating itself a playable experience. Developed with agency Octopus&Whale, the initiative positions Jollibee as more than a brand sponsor: it becomes a culturally rooted platform that rewards and unites gamers of all kinds, while deepening loyalty through physical-to-digital engagement.

This happens following Jollibee Group's unveiling of its refreshed corporate identity - a move that signals the brand's ambitions for global cohesion and growth. At the heart of the update is the new 'JoyMark' logo, a stylised 'J' meant to symbolise movement, momentum, and unity across its 19-brand portfolio, which includes The Coffee Bean & Tea Leaf, Tim Ho Wan, and Smashburger.

The brand refresh coincides with Jollibee's ongoing international expansion, where localisation remains key. It's "a team sport with moving goalposts," said global CMO David Beal during Digital Marketing Asia 2024, underlining the delicate balance of consistency and cultural relevance.

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