The Intellectual Property Office of the Philippines (IPOPHL) declared on 10 August 2025 the Jollibee logo mark [W-PH-2025-000001] and the full image of Jollibee [W-PH-2025-000002] as the country’s first registered well-known marks under the newly launched Rules and Regulations for the Declaration and Creation of the Register of Well-Known Marks. 

“This declaration marks a historic moment for the Philippines as it recognizes the strength of a homegrown brand, as well as a registry system that provides prestigious marks with enhanced protection, higher commercial value and stronger defenses against counterfeiting and unfair competition,” IPOPHL Director General Brigitte M. da Costa-Villaluz said. 

The certificates were turned over in a ceremonial awarding held on 27 August 2025 at the IPOPHL office.  

Atty. Shean Molera, General Counsel to the Jollibee Group, expressed gratitude to IPOPHL’s acknowledgment, which inspires the company “to continue championing the Filipino brand and pride on the global stage.” 

“This recognition is more than just a milestone… It is a powerful affirmation of the enduring love for the Jollibee brand and a proud moment for the Filipino people. It celebrates not only our commitment to excellence but also the cultural identity and joy that Jollibee brings to millions around the world,” Molera added, as she shared with IPOPHL a limited-edition Jollibee Funko Pop in Barong Tagalog as a token of appreciation. 

IPOPHL Deputy Director General Ann Claire C. Cabochan encouraged brand owners to take advantage of the system to protect and promote both local and global enterprises. 

“By becoming the first registered well-known mark, Jollibee not only sets a precedent for other brands to follow but also signals the readiness of the Philippine IP system to protect world-class names as they expand in global markets,” Cabochan said.  

IPOPHL Deputy Director General Nathaniel S. Arevalo, who proposed the well-known register project during his stint as former Director of the Bureau of Legal Affairs, was also present at the event. 

The registration was granted under Memorandum Circular No. 2025-009 signed by Director General Brigitte M. da Costa-Villaluz on 5 February 2025, which aims to help safeguard IP rights against infringement. Registered well-known marks enjoy advantages that include enhanced brand equity, expanded licensing opportunities, consumer trust and stronger protection against dilution, tarnishment and unfair competition. 

Under the rules, a well-known mark is any mark declared as such by IPOPHL or by a competent court. These will be reviewed ex parte or independently by the Bureau of Trademarks. After publication, third-party observations may be filed within one month by any party that believes it may be adversely affected by the declaration. 

Successfully registered well-known marks will enjoy an initial 10-year protection period starting from the date of declaration. Protection may be renewed for another 10 years, subject to proof of continuous commercial use. 

Source: https://www.ipophil.gov.ph/news/ipophl-welcomes-jollibee-as-first-registered-well-known-mark-in-the-philippines/