Filipino popular chef Jollibee to boost food tourism

Several foreign food critics and renowned international culinary experts have said that in the last few years, Filipino dishes have become the new “it” cuisine in the world. And spreading the workd and promoting the Philippines as a key food destination in Asia is the Philippines’ most popular chef, Jollibee.Z

Jollibee Foods Corp. and the Department of Tourism (DOT) have launched “Eats. More Fun In the Philippines”, which is a joint campaign promoting food tourism to foreign travelers. The event was held at Islas Filipinas, a food hall featuring Filipino dishes from around the country, at the Double Dragon Plaza in Pasay City.

Under the joint venture, Jollibee has created a three-minute audiovisual presentation (AVP) displaying the country’s rich cuisine and dining culture, with a variety of dishes representing the fusion of flavors—sweet, salty, sour, and savory— something that makes Filipino dishes delicious and memorable. It also shows popular Jollibee offerings like the burgers, Jolly Spaghetti, and Chickenjoy.

The AVP stars Filipino-Canadian celebrity chef Jordan Andino, host of the Food Network’s Late Nite Eats; Chef JP Anglo (Sarsa), famous for his Ilonggo dishes and Filipino-American comedian/YouTuber Mikey Bustos. Jollibee has also created 30-second TV commercials featuring Filipino dishes and dining habits. The AVP is currently playing on Jollibee Studios on YouTube as well as Jollibee’s and DOT’s Facebook pages.

“When you think about Jollibee, you think about food,” said Tourism Secretary Bernadette Romulo Puyat. She added that travelers these days not only visit museums and tourist sites but also have a list of restaurants on their agenda.

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