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San Miguel to Jollibee – how the Philippines’ finest brands took over the world, from fast food to beer

San Miguel, Max’s Restaurant, Jollibee, Potato Corner … four home-grown Filipino brands you can find all over the world. Photos: Twitter/Instagram
For a business, going global usually means one of two things. Either your citizens have flocked to different countries so you expand to continue to serve them, or spreading awareness of your brand abroad provokes demand from locals. From the moreish pour of San Miguel lager to Jollibee spreading the famous “chickenjoy”, these home-grown brands from the Philippines have made a mark internationally, often for both reasons.

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San Miguel

San Miguel expanded early, partnering with regional brands including Kirin to brew and bottle the Japanese beer in Hong Kong. Photo: SCMP archive

Across many cultures, beer serves to connects people and their stories. It's no wonder the Philippines' best-loved beer has made its way around the globe, from Europe to the Middle East and most of Asia and America. It was established in 1890, on the feast day of San Miguel, in San Miguel, and was the first beer brewed in Southeast Asia. Today they have breweries in many parts of the world and the one in the UK even makes a gluten-free beer.

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Jollibee

 

You will insult any Filipino if you say Jollibee is just another fast-food chain. Filipinos almost always have very fond memories connecting them to the locally born brand, and memories of home and family – the place they had their first birthday party or where they went after Sunday mass. It’s also true the brand made founder Tony Tan Caktiong a billionaire, with Jollibee now a regional rival to the US mega-chains found in more than 200 places internationally, including across America, the Middle East, Southeast Asia, UK, Italy and more – anywhere you find the Pinoy diaspora.

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Max's Restaurant

 

Max's chicken can't be replicated, no matter how hard one tries. And this iconic chicken turned them into an institution. But it's not just the chicken, it's the taste of all the food and the homey atmosphere of the place. Perhaps that’s because of how it got into the business in the first place. Maximo Gimenez, a Stanford graduate, befriended a couple of American soldiers, post-world war two. He often entertained them at home, serving food and drinks, and after a while they started telling him that they wanted to pay. An idea was born and Max's was on its way to building stores across North America, and beyond.

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Potato Corner

 

Claiming to be home of the world’s “best flavoured fries”, Potato Corner has been feeding us since 1992. And what a long way they’ve gone in such a short time, with international outlets found in America, Indonesia, Thailand, Cambodia and even Panama. All this from a tiny French fries stall that can now be found almost anywhere in the Philippines too. Just look for that bright green board with a potato character in the middle.

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Max's Restaurant was born when an expat student cooked for American WW2 soldiers, while Potato Corner claims to cook the world’s best flavoured fries – as Filipinos have made a home all over the world, their most trusted brands have followed them and earned loyal new fans along the way