Philippines Emerges as Asia's Premier Launch Pad for Global Franchise Brands

In an exciting development for the Philippine business landscape, Sherill Quintana, Chair of the Philippine Franchise Association (PFA), has extended a warm invitation to global franchise brands, encouraging them to consider the Philippines as their gateway to the vast Asian market.

This call comes as the Philippines gears up to host some of the world's most significant franchise events, marking a pivotal moment for the country's franchise industry. The Franchise Asia Philippines 2023-International Franchise Expo is scheduled to take place from October 27 to 29, with additional gatherings of the World Franchise Council (WFC) and the Asia Pacific Franchise Confederation (APFC) from October 24 to 30.

Addressing a press conference in Quezon City on Monday, Quintana expressed her enthusiasm for these upcoming events, emphasizing the Philippines' crucial role in shaping the future of the Asian economy on the global stage. "We are very excited about these events because the future belongs to Asia, and the Philippines will serve as the launch pad for the opportunities that the Asian economy will seize in the global market," she remarked.

Quintana's optimism is well-founded, as the local franchise industry is poised for vibrant growth, with an anticipated revenue increase of 10 to 13 percent over the next five years. According to the PFA, the total revenues of the Philippine franchise industry have already surged to PHP 27 billion, surpassing pre-pandemic levels of PHP 25 billion. This upward trajectory suggests that the local industry could reach PHP 30 billion in revenues by the end of 2023.

PFA President Chris Lim underlined the significance of the upcoming expo, describing it as the most extensive franchise show hosted by the Philippines in the last decade. "It has been more than a decade since the last time we hosted such an event in the Philippines. This is truly a momentous occasion. It underscores that we are back in business and that the franchise industry in the Philippines is as vibrant as ever," Lim added.

Moreover, Richard Sanz, overall co-chair of Franchise Asia Philippines 2023, shared that this event will be the first to occupy the entire SMX Convention Center in Pasay City, showcasing a staggering 1,000 local and global franchise brands from 26 countries. A noteworthy aspect is that 39 percent of expo participants will be new exhibitors, introducing innovative concepts such as breastfeeding centers, agricultural supplies, automated retail and convenience stores, vape shops, and kickboxing gyms. Sanz highlighted the dynamism of the franchise sector with these new players joining the market.

Excitingly, international brands from Australia, China, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand, and the United States will also be participating, constituting 20 percent of the expo's participants. More than 50,000 exhibitors are expected to attend the expo, a testament to the enduring interest of Filipinos in franchising as an attractive investment opportunity.

The Philippines is undeniably taking center stage in the global franchise arena, presenting a unique opportunity for both local and international brands to leverage the nation's thriving market and strategic location as a launch pad into the promising realm of Asian business opportunities.