Philippines’ Jollibee stands out as Southeast Asia’s global restaurant exception

From Singapore’s hawker stalls to Thailand’s street markets and Vietnam’s noodle shops, Southeast Asia is home to some of the world’s most celebrated food cultures.Yet the region has produced relatively few restaurant chains with global brand recognition, even as Chinese food and beverage groups climb international rankings.Analysts say structural factors – including smaller domestic markets, fragmented regional consumer tastes and fewer brands expanding aggressively overseas – have slowed the emergence of globally recognised restaurant chains from the region.That makes Philippine fast-food chain Jollibee something of an exception.The company ranked fifth on Brand Finance’s 2026 list of the world’s strongest restaurant brands – released in February – making it the only Southeast Asian brand in the top tier of the London-based consultancy’s annual ranking.Chinese hotpot chain Haidilao topped the list, while other Chinese brands such as ice cream chain Mixue and coffee group Luckin Coffee also featured prominently.