Jollibee to sue Chinese copycat

1 min readUpdated May 26, 2025Jan 28, 20196:48 AM

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Jollibee Foods has confirmed it is taking legal action against a copycat restaurant in China. A recent Facebook post which went viral featuring the Chinese restaurant – named JoyRulBee – drew much attention among internet users in the Philippines, after a Filipino couple travelling in Guangxi spotted the the familiar mascot and documented the knockoff.

Pictures and a video showed that both the exterior and interior of the restaurant were close copies of the Jollibee brand, while the menu was also markedly similar.

Jollibee to sue Chinese copycat

Jollibee’s response to the post indicated the firm was already aware of the existence of the copycat restaurant and has initiated legal proceedings to protect its trademark.

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What this means

Jollibee's decisive legal action against JoyRulBee is a necessary and assertive defence of its intellectual property, likely to bolster brand perception in its key Asian markets. This move pressures other regional brands contemplating similar imitations, underlining the financial risks of intellectual property theft. While other foreign brands like Alo Yoga partner directly with local platforms for market entry, Jollibee's situation highlights the ongoing challenge of trademark enforcement even for established players. The outcome of this specific legal battle will be closely watched, potentially influencing how foreign brands approach market protection and expansion strategies across Asia, especially concerning the cost of enforcing trademark rights in courts.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What prompted Jollibee to take legal action against the copycat restaurant?

A Filipino couple travelling in Guangxi spotted the familiar mascot and documented the knockoff on Facebook. This post went viral and drew much attention among internet users in the Philippines, leading to Jollibee's confirmed legal action.

How similar is the Chinese restaurant to Jollibee's brand?

Pictures and a video showed that the Chinese restaurant's exterior and interior were close copies of the Jollibee brand. The menu offered by the copycat, named JoyRulBee, was also described as markedly similar.

What was Jollibee's stance on the copycat restaurant before the viral post?

Jollibee's response to the viral Facebook post indicated that the firm was already aware of the copycat restaurant's existence. They had already initiated legal proceedings to protect their trademark prior to the post.

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