Chowking is wrapping up its 40th anniversary with a massive win that most brands can only dream of: securing 40 major awards across the country’s most prestigious marketing, creative, and digital organizations in a single year. It’s a milestone that doesn’t just celebrate four decades of service but highlights the brand’s ability to stay relevant in a fast-paced, digital-first landscape.
For a quick-service restaurant (QSR), this “40-for-40” streak is a clear indicator that their “Sarap Mag-Chow” promise is hitting differently with the new generation of consumers.
The brand’s dominance was felt most in the innovation and digital categories. Chowking was named Marketing Team of the Year by both the Marketing Excellence Awards and the NEXT Awards, proving that their strategy isn’t just about food—it’s about building a modern ecosystem for fans. From their Chao Fan Gaming activations to the Chowliday Handa live-streaming campaigns, the brand has successfully blurred the lines between traditional dining and digital entertainment, making it a staple for both older fans and Gen Z.
The list of accolades covers every aspect of the modern dining experience. At the Grab Awards, their heavy hitters—Chao Fan, Chicken, and Halo-Halo—were crowned as Fan Faves, while the QSR Media Awards recognized them for Best Restaurant Renovation and Best Digital Initiative. Even their creative work stood out, with the “Oohlalalauriat” campaign cited by Kantar as one of the most effective creative campaigns of the year. This mix of product excellence and digital agility is exactly how a legacy brand keeps its crown in 2025.
As Chowking enters its next decade, President Ken Lingan and Marketing Head Jia Du are doubling down on this momentum. With a fresh loyalty system on the horizon and a vision to become a globally loved Chinese QSR brand, it’s clear that Chowking isn’t just looking back at the last 40 years—they’re already building the next 40. For a brand that started as a local favorite, these 40 trophies are proof that they’ve mastered the art of staying “authenticast” while leading the charge in digital transformation.
