Riding the "K-Wave" for flavor alignment

Moment at 33:15 in How This Filipino Fast Food Giant is Secretly Taking Over the US (ft. Jollibee) | AB Explained by Asian Boss.

Jollibee is capitalizing on the global popularity of Korean culture because **Korean-style fried chicken** shares a similar sweet-savory flavor profile with Filipino chicken, making global consumers more receptive to Jollibee's menu

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• The transition from ice cream to burgers
• Competing with global giants
• The "Cultural Strategy" for flavor
• Developing the signature Chickenjoy
• The $240 million international failure
• Utilizing the global diaspora
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• One critical difference: Taste (Filipino taste)
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