September 26, 2020

News/Article Detail


Glocal Revolution: Local Brands, Global Reach

As efforts across the ASEAN are focusing on making the ASEAN Economic Community (AEC) a reality, talks on how local businesses can make that leap towards going global have become widespread. However, even before the launch of the AEC, several Philippine brands have already begun creating waves abroad. Here is the definitive list of Philippine brands who have taken ‘glocalization’ to greater heights.


There has not been a brand that perfectly embodies all that is good about being Filipino quite like Jollibee. Hardworking, joyful and family-centered — these are the values that Jollibee continues to portray alongside providing fast-food that satisfies the Filipino tastebuds. It is no wonder that Jollibee is the most dominant fast food chain in the country.

As a homegrown brand, the jolly red bee has been able to weave itself deep into the hearts of Filipinos all over the world. Filipino communities flock to their restaurant openings whenever they launch within their vicinity.

Today, Jollibee has a global network of 80 stores in countries with big Filipino populations like the U.S., Vietnam, Brunei, Jeddah, Qatar, Hong Kong and Kuwait. Jollibee truly offers a taste of home to Filipinos, wherever they may be in the world.

Potato Corner

Everyone’s favorite flavored fries kiosk has bolstered its way into the global arena, one corner at a time. Potato Corner has peppered Filipino malls and commercial spaces since 1992. 25 years later, the well-loved Filipino snack has successfully captured the global market with stores present in Australia, Indonesia, Malaysia, Thailand, Panama and the USA.

An interesting fact about the spread of Potato Corner to other countries is that, more often than not, their franchisees were once young Filipinos who have fond memories of having the delectable finger food during their childhood. Today, these Filipinos wish to bring that experience to their new hometowns, and with Potato Corners very appealing franchise model, it hasn’t been hard to do so.

Universal Robina Corp.

Universal Robina Corp. (URC) is a Philippine pioneer in the food and beverage industry. With over 5 decades worth of service to Philippine families, URC has also built a presence in the ASEAN Market. As a formidable market leader, URC’s line of products have been strongly ingrained in the Filipino snacking make-up with it’s chips, instant noodles widely seen across sari-sari stores nationwide.

Today, the company dubbed as the ‘first Philippine multinational’ has established its brand of snacks and drinks in China, Thailand, Malaysia, Vietnam, Indonesia, Singapore Hong Kong, New Zealand and Australia.

San Miguel Corporation

San Miguel Corp. is considered as the largest Philippine corporation. The conglomerate’s most famous brand is the classic San Miguel Beer under its subsidiary San Miguel Brewery. The beverage has penetrated the markets of over 24 countries worldwide. To date, San Miguel Brewery has also established Hong Kong, China, Indonesia, Vietnam and Thailand. Throughout more than a century of serving cold, brewed drinks across borders, San Miguel Beer has remained the dominant brewery in the country, holding 90% of the market despite many foreign entrants trying to compete with the local brand.

Aside from breweries, San Miguel has also ventured into other industries mainly oil (Petron), power generation (SMC Global Power Holding Corp.), and infrastructure (San Miguel Holding Corp.).


While the local fashion retail market has seen many global brands entering the market, Penshoppe is aiming to go global itself by driving its brand into international territories. Penshoppe is widely known in the country for securing globally renowned endorsers such as Kendal Jenner, Gigi Hadid, Cara Delevigne and many more. In a bid to attract more regional markets in the ASEAN, Penshoppe has launched a campaign locally that features local endorsers. This move is the initial step to hopefully launch similar campaigns in countries such as Vietnam, Cambodia, Indonesia and Malaysia.

The local retail brand truly wants to embody the vision of ‘glocal’ — a homegrown brand that uplifts its local roots but also celebrates global diversity.

Max’s Group

The Max’s Group is the home of several well-loved Filipino restaurants with Max’s, the namesake of the company, at the helm of them all. Aside from the go-to family restaurant for any and every celebration (Max’s has served as the venue for birthdays, receptions, graduation parties, etc. of Filipinos for generations upon generations), The Max’s Group has acquired other foodie favorites such as Pancake House, Teriyaki Boy and Yellow Cab.

While Max has largely been preoccupied with housekeeping after its acquisition of the aforementioned restaurants, they have recently set their sights on expanding globally. Last year, they announced that they aim to open 200 international outlets by 2020. Their expansion tactics initially focused on countries with big OFW populations such as U.S., Canada and the United Arab Emirates. However, the group has already secured bids to expand to Brunei, Malaysia and Singapore.