Thai restaurant chain MK Restaurant has claimed the top spot among Southeast Asia’s top 10 food brands for 2025. Known for its Thai-style hot pot (suki), noodles, dim sum, and roasted meats, MK has surpassed global giants like KFC, McDonald's, and Burger King to become the region’s favourite.
MK Restaurant achieved an overall best brand score of 74.7, narrowly edging out Filipino fried chicken favourite Jollibee, which scored 73.7 and was last year’s leader. This marks an impressive rise for MK, which climbed from ninth place in 2024 to first in 2025. Founded in 1962 by Aunty Thongkam Mekto as a small eatery in Bangkok’s Siam Square, the restaurant has since expanded internationally, with branches in Thailand, Japan, Singapore, Indonesia, and Vietnam.
In its home market, MK dominates the hot pot (suki) segment with widespread popularity. It scored exceptionally high in Thailand for brand awareness (92%), purchase frequency (89%), quality (83%), and customer service (84%). Its high scores across most categories in Thailand ultimately secured it the top overall position in the food sector across SEA.
The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. The brands were evaluated using attributes such as awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Over the next few weeks, Campaign Asia-Pacific will provide a comprehensive analysis of the top brands by sector in Southeast Asia. This is the first in the series covering sectors such as electronics, travel, apparel & accessories, financial services, beauty, telcos & streaming, ecommerce, transport & delivery, and automotive.
The chart below shows the scores of the top 50 food brands in Southeast Asia. Following the chart, you’ll find the top 10 food brands in individual markets, along with a brief analysis of the top 10 performers across the region.
MK Restaurant leads Southeast Asia’s top food brands for 2025 with an impressive score of 74.7, backed by high brand awareness (92%), purchase intent (89%), and intense loyalty and quality ratings above 80%. This year, there is a strong regional preference for local brands offering authentic flavours and consistent quality. Following closely, last year's leader, Jollibee, slides to second position, scoring 73.7, highlighting its status as a beloved Philippine homegrown brand with successful international expansion. The Pizza Company ranks third with 70.9, maintaining broad regional appeal.
Multinational chains like McDonald’s (68.9) and KFC (67.0) continue to hold strong positions in markets such as Malaysia, Thailand, and Indonesia. Native brands such as Lotteria also perform well, emphasising the mix of local and global favourites shaping the Southeast Asian food scene. Overall, consumers in SEA strongly support homegrown brands while global giants sustain their presence through wide reach and consistent offerings in 2025.
In charts: Food brands breakdown by market
Let's have a closer look at the top 10 SEA performers
1. MK Restaurant
Founded in Thailand in 1962, MK Restaurant specialises in Thai suki cuisine and offers a casual dining experience. It ranks first in SEA with a best brand score of 74.7, supported by very high brand awareness (92%) and purchase rates (89%). MK also leads in quality, customer service, and buying experience, with strong consumer trust and loyalty in Thailand. The brand has expanded to countries including Japan, Singapore, Indonesia, and Vietnam, but remains especially beloved in its home market.
2. Jollibee
Established in the Philippines in 1978, Jollibee remains one of the most popular fast-food chains in SEA, scoring 73.7 overall. With 86% brand awareness and 89% purchase rate, it continues to inspire national pride. Known for Chickenjoy and Jolly Spaghetti, Jollibee holds solid appeal through its vast network and strong loyalty (80%) across the region as it expands internationally.
3. The Pizza Company
Thailand’s largest franchise, The Pizza Company, scores 70.9 in SEA. Its strengths include broad brand awareness (88%) and consistent purchase frequency (86%). Known for its wide pizza offerings, the company is a top contender in Thailand and is growing its presence in neighbouring countries.
4. McDonald’s
The global fast-food giant stays firmly competitive with a 68.9 score. McDonald’s enjoys the highest brand awareness in SEA at 93% and strong purchase intent (86%), though quality and recommendation scores are relatively lower. It remains the top choice in Malaysia and maintains a strong footprint throughout the region.
5. Lotteria
South Korea’s Lotteria ranks fifth with 67.8 overall, fuelled by high brand awareness (78%) and purchase rate (82%). It’s especially popular in Vietnam, where it competes closely with multinational rivals. Lotteria is noted for good customer service and buying experience, remaining a significant player in SEA’s fast-food market.
6. KFC
Known as the king of fried chicken, KFC holds sixth place with a 67.0 score. It boasts the highest brand awareness (95%) and purchase rate (91%) among the top brands, dominating markets like Thailand, Indonesia, and Vietnam. Despite somewhat lower quality and customer service ratings, KFC’s wide reach and loyalty (66%) keep it highly competitive.
7. Mang Inasal
This Filipino barbecue chain ranks seventh overall with 62.8. Mang Inasal is widely loved in the Philippines, scoring very high on brand awareness (97%) and purchase frequency (91%). Its success is also linked to its value-focused marketing and fast service, as well as being part of the larger Jollibee group.
8. Starbucks
The global coffeehouse chain scores 60.7 in the region, with a strong brand presence (90%) and reasonable purchase rates (72%). Starbucks offers excellent customer service and buying experience scores, maintaining its premium image and a loyal coffee-drinking base across SEA.
9. HokBen
A popular fast-food brand originating in Indonesia, HokBen scores 60.3 overall. It's known for Japanese-style fast food and scores well on customer service and buying experience. Brand awareness (84%) and purchase rates (67%) reflect its solid regional presence.
10. Richeese Factory
Also from Indonesia, Richeese Factory rounds out the top 10 with a 60.2 score. Known for fried chicken and cheese-based snacks, it enjoys good brand awareness (81%) and strong buying experience scores. The chain has carved out a loyal customer base across the region.
