Jollibee's CEO thinks ASEAN brands ready to take over global markets
Jollibee Foods Corp. CEO Ernesto Tanmantiong has encouraged ASEAN businesses to expand globally by leveraging their domestic operational strengths. He emphasized that regional collaboration and innovation are key to competing in international markets.
Why it matters
This reflects a growing trend of Southeast Asian corporations seeking to transition from regional players to global consumer brands.
Manila Bulletin - Jollibee’s CEO thinks ASEAN brands ready to take over global markets
Jollibee's CEO thinks ASEAN brands ready to take over global markets
The chief executive of Jollibee Foods Corp. called on Southeast Asian enterprises to leverage their domestic strength to establish a stronger global footprint, pointing to the region’s rising competitiveness in international consumer markets. Speaking at the recent 2026 ASEAN Chinese Business Leaders Summit, Jollibee Group Global President and Chief Executive Officer Ernesto Tanmantiong said that homegrown brands across the Association of Southeast Asian Nations (ASEAN) possess the operational resilience necessary to compete outside their domestic markets.
Tanmantiong explained that regional companies must adapt their core offerings to resonate with global consumer demands while maintaining the foundational strengths that drove their initial domestic success.
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