Jollibee Group’s Chickenjoy trademark declared a 'Well-Known Mark' by the Philippine IPO
MANILA, Philippines — The Jollibee Group continues to strengthen its intellectual property portfolio after three of its most iconic brand assets—the Jollibee Mascot, the Jollibee Stacked Logo, and Chickenjoy—were officially declared Well-Known Marks (WKM) by the Philippine Intellectual Property Office (IPOPHL) under its administrative process for the Declaration and Creation of the Register of Well-Known Marks.
Conferred on August 10, 2025, the Jollibee Mascot and Jollibee Stacked Logo became the first trademarks to be recognized as Well-Known Marks by IPOPHL under its newly established process. The recognition affirms the Jollibee brand’s strong reputation and high degree of consumer recognition in the Philippines and internationally, granting enhanced legal protection across goods, services, and territories.
Building on this milestone, the Chickenjoy trademark was likewise declared a Well-Known Mark as of November 3, 2025, making it the third Jollibee Group mark to receive the distinction. Together, these three assets are the first trademarks ever recognized by IPOPHL under the Well-Known Marks registry.
Joseph Tanbuntiong, chief executive officer of Jollibee Group Philippines and Head, Jollibee Brand Global, said the recognitions mark a significant milestone for the company.
“The Chickenjoy brand carries decades of trust, deep connection, and nostalgia for our customers. Having it recognized as a Well-Known Mark—alongside the Jollibee Mascot and Stacked Logo underscores the strength of that relationship and the cultural relevance our brand has built over generations. We are grateful to IPOPHL for this recognition, which reinforces the work we continue to do in protecting and strengthening our brand assets globally, while spreading joy through superior taste.”
The Well-Known Mark status strengthens the Jollibee Group’s ability to safeguard its intellectual property as it continues to expand across markets worldwide. By securing broader legal protection for its most valuable brand assets, the company supports its long-term growth strategy, including its goal of tripling net income after tax (NIAT) by 2028.
“Strong intellectual property protection is essential to our growth strategy,” Tanbuntiong added.
“This recognition helps ensure that as we bring the Jollibee Group experience to more customers around the world, we also preserve the integrity and distinctiveness of our brands—especially ones that are deeply loved and closely associated with who we are.”
With these recognitions, the Jollibee Group affirms its commitment to protecting the quality, consistency, and heritage that define its brands, reinforcing its position as one of the Philippines’ most recognizable and trusted food companies with a growing global presence.
Editor's Note: This press release for Jollibee Group is not covered by Philstar.com's editorial guidelines.
- Latest
