Jollibee, the Philippines-based fast-food giant, has secured its spot as the top food brand in Southeast Asia for 2024, but it’s not the only one gaining traction. The list, compiled by Campaign Asia, showcases a mix of local and international brands.

Lotteria, a South Korean fast-food chain popular in Vietnam, and Haidilao Hotpot, known for its customizable dining experience, also ranked highly, reflecting the diversity in the region's food scene. Haidilao's unique hotpot experience, along with The Pizza Company’s regional adaptations, demonstrates that Southeast Asian consumers are embracing variety and innovation.

Jollibee’s continued dominance is notable, but its competition shows that consumers in the region are no longer solely focused on convenience; they’re looking for experiences and flavors that reflect their evolving tastes. The blend of global players like McDonald’s and local brands such as The Pizza Company illustrates that the Southeast Asian market is one where traditional favorites can coexist with newer culinary trends.

With fast-food consumption on the rise, brands in the region are also focusing on localization—adapting menus to reflect local ingredients and flavors to maintain relevance. The top-ranked brands have been successful in part due to their ability to understand and cater to these diverse consumer demands. While Jollibee is celebrated for its deep connection to Filipino culture, other brands are finding success by tapping into the local tastes and preferences of various Southeast Asian countries.

As the region’s food landscape continues to evolve, these top food brands are adapting to meet the changing needs of consumers, making Southeast Asia a competitive and dynamic market for food and beverage innovation.

For more details on the rankings, see the full report at Campaign Asia.