Already have Rappler+? Sign in to listen to groundbreaking journalism.

Hong Kong shoppers are increasingly enjoying Filipino snacks, leading to recognition for Universal Robina Corporation for products tailored to local tastes. URC received awards from PARKnSHOP and 7-Eleven Hong Kong for its innovative flavors like Sour Cream & Onion and Black Truffle chips, highlighting its successful localization strategy. URC's international food sales, including its Hong Kong market, significantly contribute to its overall revenue, with a reported growth in international branded food sales. This is AI-generated and may have errors. For context, always refer to the full article. Report issues here.

The company said growth was driven mainly by Malaysia, Indonesia, and its export business.

Photo from Universal Robina Corporation

MANILA, Philippines – Hong Kong shoppers appear to have developed a taste for Pinoy snacks, though they're not exactly your familiar Filipino flavors.

Universal Robina Corporation (URC), the Gokongwei-led company behind Jack 'n Jill, received awards from two of Hong Kong's biggest retail chains after developing products specifically for Hongkongers.

At the PARKnSHOP Super Brands Awards, URC received the Outstanding Marketing Award and the Exclusive Co-Brand Award. Among the products behind the recognition were Jack 'n Jill Potato Chips in Sour Cream & Onion and Black Truffle flavors, both created exclusively for the supermarket chain.

The Filipino snack giant also introduced Tomato Crunchies specifically for the Hong Kong market, adding a tangy twist to a snack portfolio that first landed there more than five decades ago.

"These awards validate our strategic focus on localization and agility in international markets. Winning across both supermarket and convenience store formats proves that our consumer-centric approach resonates deeply with the Hong Kong market," URC chief marketing officer Karen Ong said in a press statement on Thursday, July 16.

Earlier in 2026, Jack 'n Jill also received 7-Eleven Hong Kong's Outstanding Sales Performance Award in the potato chips and snacks category.

URC first introduced Jack 'n Jill Potato Chips in Hong Kong in 1971. Its portfolio there has since grown to include Beef Crunchies, Roller Coaster, Dewberry, and Magic Flakes.

While URC doesn't separately disclose how much it earns from Hong Kong, its broader overseas food business accounts for a significant share, accounting for up to 21% of sales in 2025.

For the full year 2025, international branded food sales reached P36 billion, up 3.5% from P34.8 billion in 2024. The company said growth was driven mainly by Malaysia, Indonesia, and its export business. – Rappler.com

Share in Chat Share article Facebook X (Twitter) Copy Link Copied How does this make you feel.