Jollibee’s Chickenjoy gets IPOPHL trademark seal

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December 13, 2025 | 12:00am

MANILA, Philippines — The Jollibee Group has marked another important milestone in strengthening its brand assets globally, with its Chickenjoy trademark officially recognized and declared a well-known mark (WKM) by the Philippine Intellectual Property Office (IPOPHL).

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 were the Jollibee Stacked Logo and the Jollibee Mascot, both significant assets in the group’s global brand portfolio.

The Jollibee assets are the first three marks ever recognized by the IPOPHL in the country.

“The Chickenjoy brand carries decades of trust, deep connection and nostalgia for our customers. Having it recognized as a well-known mark and the third one in the registry underscores the strength of that relationship and the cultural relevance the product has built over generations,” Jollibee Group Philippines chief executive officer and Jollibee brand global head Joseph Tanbuntiong said.

“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,” he said.

The Jollibee Group said that the WKM status contributes to its broader efforts to safeguard its intellectual property rights as it expands its footprint across markets.

The recognition also further solidifies its position as one of the most recognizable and trusted food brands, not only in the country but across the world.

By securing stronger protections across various goods, services and territories, the company advances on its long-term strategic goal of tripling net income after tax by 2028.

Tanbuntiong said that strong intellectual property protection is essential to the group’s growth strategy.

“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,” he said.

The Jollibee Group manages and operates a portfolio which includes 19 brands and over 10,000 stores and cafés across 33 countries.