The Jollibee Group announced that its Chickenjoy trademark has been officially recognized and declared a Well-Known Mark (WKM) by the Philippine Intellectual Property Office (IPOPHL) as of November 3, 2025. The distinction affirms Chickenjoy’s strong reputation and distinctiveness in the Philippines and internationally, where it has become one of the company’s most iconic and enduring offerings.
Chickenjoy is the third Jollibee Group mark to be declared a WKM under IPOPHL’s administrative process for the Declaration and Creation of the Register of Well-Known Marks. The first two marks recognized last August under the same process were the Jollibee Stacked Logo and the Jollibee Mascot, both significant assets in the Group’s global brand portfolio. These three Jollibee assets are the first three marks ever recognized by the IPOPHL in the country.
Joseph Tanbuntiong, Chief Executive Officer of Jollibee Group Philippines and Head, Jollibee Brand Global, said the recent acknowledgment represents another important 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 and the 3rd one in the registry underscores the strength of that relationship and the cultural relevance the product 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 WKM status contributes to the Jollibee Group’s broader efforts to safeguard its intellectual property rights as it expands its footprint across markets. By securing stronger protections across various goods, services, and territories, the company continues to advance its long-term strategic 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 one as beloved as Chickenjoy.”
With this milestone, the Jollibee Group affirms its commitment to maintaining the quality, consistency, and heritage that have defined Chickenjoy for decades. The recognition also further solidifies its position as one of the Philippines’ most recognizable and trusted food brands, not only in the country but across the world.
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