Jollibee’s Boldest Bite Yet: The Filipino Fast-Food Giant to Acquire Korea’s Norang Tongdak in a Move That Could Reshape the Global Chicken Market

Wazzup Pilipinas!?

In a striking development that’s set to send shockwaves across Asia’s food industry, Jollibee Foods Corporation (JFC) is preparing to acquire Norang Tongdak, one of South Korea’s most beloved fried chicken franchises. The acquisition, estimated at ₩100 billion to ₩140 billion (roughly USD 96 to 118 million), is not just a corporate expansion—it’s a powerful signal that Jollibee is no longer content with simply leading in the Philippines. It wants to dominate the world.

Norang Tongdak—meaning “yellow whole chicken”—has established itself as a household name in Korea, renowned for its golden turmeric batter, nostalgic flavors, and healthier fried chicken options. With over 750 locations across South Korea, it stands tall among Korea’s top chicken brands, rivaling giants like BHC, Kyochon, and BBQ Chicken. But now, the bee is about to inherit the nest.

More Than a Business Deal: A Strategic Culinary Invasion

Jollibee has never hidden its ambition to break into the top 5 global restaurant companies. Its aggressive acquisitions—ranging from Smashburger in the U.S. to The Coffee Bean & Tea Leaf—have made headlines in recent years. But acquiring Norang Tongdak is different.

This is JFC’s first direct foray into Korean cuisine, and the timing couldn’t be more strategic.

Korean culture has taken over the world, from music to skincare to food. Korean fried chicken, with its crackling skin and punchy sauces, has become a global favorite. With this acquisition, Jollibee is inserting itself directly into the Korean wave, with an authentic brand that already holds the hearts—and stomachs—of millions.

From Seoul to San Francisco? Norang Tongdak’s Global Future

What happens when a Korean culinary icon is backed by the Philippines’ most successful food conglomerate?

The possibilities are endless.

Jollibee has mastered the art of localization—tailoring its offerings to suit the tastes of consumers in the Middle East, North America, and Southeast Asia. Now, Norang Tongdak could soon appear in Jollibee’s international markets, repackaged for the world but retaining its distinctly Korean identity.

Imagine this: turmeric-crusted whole chicken paired with garlic rice in Manila, kimchi-topped chicken burgers in New York, or Norang Tongdak dipping sauces next to Jolly Spaghetti in Dubai.

This isn’t just expansion—it’s culinary diplomacy.

Inside the Empire: Why Norang Tongdak Was the Perfect Target

Founded on the principle of bringing back the classic “tongdak” of the 1970s—whole fried chicken sold in traditional Korean markets—Norang Tongdak built its brand on simplicity, nostalgia, and health-conscious cooking. It uses vegetable oil instead of animal fat, adds turmeric for color and antioxidants, and keeps the batter light and airy, unlike the heavily breaded styles of Western fried chicken.

This attention to tradition, combined with modern business efficiency, led to a surge in popularity—and profitability. The brand doubled its revenue from ₩50 billion in 2019 to over ₩100 billion by 2024. The chicken was already golden. Now, it's being given wings.

A High-Stakes Gamble or a Genius Masterstroke?

The fast-food arena is becoming increasingly cutthroat. Global powerhouses are battling for tastebud supremacy across continents. By acquiring Norang Tongdak, Jollibee is making a bold bet—not just on Korean food, but on its ability to turn regional darlings into global icons.

If the move succeeds, JFC won’t just be known as the home of Chickenjoy. It will become a multi-ethnic culinary empire, fluent in both sweet-style spaghetti and spicy gochujang sauce.

This is not just about business growth. It’s about rewriting the future of food.

The Chicken Has Crossed the Road. And It’s Not Coming Back.

With this acquisition, a new chapter begins—not only for Jollibee and Norang Tongdak, but for the entire fast-food landscape. It’s a merger of nostalgia and ambition, of Korean tradition and Filipino innovation. And at its heart is a shared love of food that brings people together.

The world is watching. The fryers are heating up.

And the next global fried chicken sensation might just wear a yellow tint—and a red smile.

For more bold business stories, global food trends, and cross-cultural culinary moves, follow Wazzup Pilipinas—where local meets global with every headline.

Pangangalap ng Datos sa mga Kilalang Diyalekto ng Wikang Kalinga

Wazzup Pilipinas!?

Noong 19-22 Mayo 2025 , isinagawa ang ikatlong pangangalap ng datos sa mga kilalang diyalekto ng wikang Kalinga partikular ang Minangali, Ginagaang, Nilulubo, Pinangol, at Dinacalan (Tanudan Kalinga); Sinumacher (Sumadel); at Minabaka (Mabaka). 

Sa isinagawang pangangalap ng datos, inalam ang kasalukuyang estado ng paggamit ng mga naturang diyalekto sa kani-kanilang komunidad.    Isinapanahon din ang mga lugar kung saan pangunahing ginagamit ang mga naturang diyalekto, gagamitin ang datos na ito sa pagsasapanahon ng Mapa ng mga Wika ng Pilipinas at Repositioryo ng mga Wika at Kultura.  

Kinuha rin ng mga mananaliksik ang katumbas ng halos 400 batayang salitang gagamiting datos sa pagsusuri ng leksikal na pagkakatulad (lexical similarity)  ng mga diyalekto ng Kalinga. Nagsagawa rin ng Recorded Text Testing (RTT) para sa pagsusuri ng mutual intelligibility ng mga naturang diyalekto. 

Pinangunahan ng mga mananaliksik ng Sangay ng Lingguwistika at Aplikadong Lingguwistika (SLAL) na sina Evelyn E. Pateño at  Florencio M. Rabina, Jr., ang pangangalap ng datos sa patnubay ng puno ng sangay,   Lourdes Z. Hinampas at ng Tagapangulo ng Komisyon sa Wikang Filipino (KWF) Arthur P. Casanova, PhD. 

Target na magsagawa ng balidasyon sa komunidad sa darating na Hulyo 2025. 

Consumers Demand Clarity: Kuryente.org Challenges DOE to Walk the Talk on Power Rates

Wazzup Pilipinas!?

In a bold and unwavering call for accountability, electricity consumer welfare group Kuryente.org is demanding full transparency and meaningful public consultation from the Department of Energy (DOE), as the agency claims to be laying the “groundwork” for lower power rates in the near future.

This comes after DOE Undersecretary Sharon Garin, in a June 13 press conference, urged Filipino electricity consumers to be “patient” while citing the efforts of former Energy Secretary Raphael Lotilla in supposedly initiating strategic reforms aimed at reducing electricity prices.

But for millions of Filipinos burdened by exorbitant electric bills month after month, patience is no longer a virtue—it’s a luxury.

“We’re glad they say they’re doing something,” said Kuryente.org National Coordinator Bas Umali, “but what’s the use of having all the expertise, resources, and authority if results never come?”

Umali stressed that Filipino consumers have been waiting for over two decades for meaningful change in energy pricing. He criticized the DOE for continuously issuing vague promises and “motherhood statements” without providing concrete plans, clear timelines, or genuine public engagement.

“Madam Usec. Garin,” Umali declared, “it’s been more than 20 years of waiting. Don’t just ask us to stay patient—make us part of the process. We are the ones paying. We deserve more than platitudes; we deserve power over our power.”

Kuryente.org asserts that consumers must not only be informed but included in all consultations, as their voices represent the largest and most affected sector of the energy system. The group believes that direct public involvement can yield practical insights and alternatives overlooked by technocrats and policymakers.

Adding to their frustrations, the group also questioned whether the DOE is acting according to the government’s timeline—or the people’s urgent needs. According to Umali, one immediate relief the DOE could push is removing the 11.7% tax from electricity bills, a move that could provide instant savings for households.

“The DOE keeps telling us to wait for the future,” Umali continued, “but how much longer must we endure? Why aren’t they maximizing every possible tool now to ease the burden?”

In a country where electricity rates remain among the highest in Southeast Asia, Kuryente.org is making it clear: vague promises won’t cut it. The time for backroom negotiations and unilateral decisions is over. What consumers demand now is transparency, urgency, and a seat at the table.

As the DOE paints a picture of a brighter, more affordable energy future, Filipino consumers are asking a simple question: “When will that future finally begin—and will we have a say in shaping it?”