Taste of Home: Academic’s study explains the connection between Jollibee and balikbayans

As discussions about Jollibee in Australia resurface, let’s revisit an interview with an academic at La Trobe University in Melbourne about their study of the fast-food giant and Filipino culture.

As discussions about Jollibee in Australia resurface, let’s revisit an interview with an academic at La Trobe University in Melbourne about their study of the fast-food giant and Filipino culture. Credit: SBS Filipino

Key Points

• According to SC Ponce's 2017 research at the University of the Philippines, Jollibee represents more than just the Filipino palate; it embodies core Filipino values such as family ties, friendship, and joy.
• The study also revealed a process of "localisation," where Western influences were adapted to suit Filipino tastes and experiences.
• For many Filipinos living abroad, a homecoming isn’t complete without a quick visit to satisfy the cravings they’ve missed while living away from the Philippines.

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