USA – Jollibee’s Chickenjoy has just been awarded best chicken from a chain by the American website Eater. Filipino-style chicken reigns supreme!

The nation’s joy and pride is an excellent example of sei-katsu-sha. Chickenjoy was born of an understanding that Filipino taste is unique. We aren’t the same as Americans or Europeans and Jollibee sought to cater to that specific taste.

Despite the steep competition from big international chains like KFC and McDonald’s, Jollibee was able to endure and flourish. How? They didn’t try to copy foreign fast-food shops. They made their own kind of fast food and now, they are getting recognized for it internationally.