Manila, Philippines, 27 May 2025 - Quisumbing Torres (QT) proudly advised Jollibee Foods Corporation in securing the first-ever filing under the Intellectual Property Office of the Philippines’ (IPOPHL) newly launched Rules and Regulations for the Declaration and Creation of the Register of Well-Known Marks. This milestone marks Jollibee as the inaugural applicant under the new framework, reinforcing its iconic status and setting a precedent for brand owners in the Philippines.
The new IPOPHL rules, which took effect on 28 April 2025, introduce a non-adversarial administrative process for recognizing well-known marks and establishing a formal register. This development significantly enhances legal protection for brands, reduces litigation risks, and aligns the Philippines with international best practices in IP protection.
“This is a significant development not just for Jollibee, but for all Filipino brands with global ambitions,” said Divina Ilas-Panganiban, partner and head of QT’s Intellectual Property Practice Group. “In the same light, internationally known trademarks will benefit from this new process which effectively validates all the best efforts they have exerted to build their respective brands. Our work on this milestone filing reflects our commitment to helping clients navigate evolving IP regimes and assert their rights with confidence.”
QT’s role in this pioneering application highlights its deep expertise in IP enforcement, brand strategy, and regulatory navigation—making it a trusted partner for companies safeguarding their most valuable intangible assets.
To know more about IPOPHL’s newly launched system for the declaration and registration of well-known marks, read this legal alert.