The Jollibee Foods Corporation continues to leverage international store expansion to drive business growth, as its top executive emphasized the capacity of Southeast Asian brands to establish a strong presence in the global market during a regional summit in Pasay City.
Speaking at the ASEAN Chinese Business Leaders Summit recently organized by the Federation of Filipino-Chinese Chambers of Commerce and Industry, Inc. (FFCCCII), Jollibee Group Global President and CEO Ernesto Tanmantiong addressed business leaders on the strategy of scaling homegrown concepts internationally under the topic “From ASEAN to the World: Growing Homegrown Brands Beyond Borders.”
Tanmantiong highlighted how extending market reach outside domestic borders strengthens business resilience, drives revenue, and elevates brand value globally. By translating local brand strength into international markets, businesses can capture new consumer segments while reinforcing ASEAN’s position in global commerce.
“We have companies with strong capabilities and the resilience to compete. The opportunity before us is to take what is strong at home and make it relevant to the world,” Tanmantiong said during his address.
He encouraged ASEAN enterprise leaders to adopt an ambitious yet purpose-driven expansion strategy, pointing to strategic store expansion as a key mechanism for long-term commercial success and cross-border innovation.
