MANILA, Philippines — Homegrown giant Jollibee Foods Corp. (JFC) is brewing a major international success story, reporting robust momentum in its coffee, tea, and Chinese dining segments. According to a recent disclosure, the company is seeing rapid growth across key markets like South Korea, Vietnam, and the United States, driven by a strategic pivot toward “asset-light” expansion.
Coffee Dominance in South Korea and Vietnam The star of the show is Compose Coffee in South Korea, which has shattered records by surpassing 3,000 locations. The brand achieved an incredible feat by adding 1,000 stores in just 18 months. Its digital presence is equally impressive, with nearly 17.6 million app users—roughly one-third of South Korea’s entire population.
In Vietnam, Highlands Coffee remains the undisputed market leader. Now serving over 100 million customers annually through a network nearing 1,000 stores, the brand has doubled its footprint in just three years, leveraging a highly efficient vertically integrated supply chain.
Chinese Dining on the Rise Jollibee’s Chinese cuisine brands, Yonghe King and Tim Ho Wan, are also reaching new milestones:
- Yonghe King: The brand opened 35 new franchised stores in December alone, utilizing a streamlined store format that has stabilized operations in Mainland China.
- Tim Ho Wan: After being fully acquired by JFC, the dim sum specialist achieved a swift turnaround in Hong Kong, with all stores becoming profitable within six months.
- U.S. Expansion: Tim Ho Wan recently opened its first company-operated store in Irvine, California. Jollibee plans to replicate this model across North America, aiming for 20 locations by 2028.
A Scalable Global Strategy The company highlighted that these segments are key to its capital efficiency. By focusing on franchise-ready formats and high-growth markets, JFC is achieving faster payback periods and a stronger international platform.
As Jollibee continues to transform from a local favorite into a global multi-brand powerhouse, its success in these specialized categories is proving to be a vital ingredient in its long-term growth recipe.