CEBU CITY -- As the Philippine economy
continues its steady upward trajectory, the Philippine Franchise Association (PFA)
has brought its flagship regional roadshow, the Franchise Negosyo Visayas Expo,
to SM Seaside City Cebu, running from July 31 to August 1 at the Mountain Wing
Atrium with over 60 exhibitors, industry experts, and hundreds of aspiring
entrepreneurs.
Designed as a one-stop hub for business
ownership, the free-admission expo featured emerging and established brands,
allied suppliers, and hands-on educational seminars covering investment
fundamentals, profit scaling, and brand expansion.
"Franchising remains one of the most
accessible and proven pathways to business ownership, and through Franchise
Negosyo Visayas Expo, we hope to open more doors for Filipinos who dream of
building their own enterprise,” said Steve Benitez, President, Philippine
Franchise Association (PFA).
The Cebu expo provides a direct platform for
attendees to connect with franchisors and explore legitimate, turn-key
investment options. Key highlights of the event included a comprehensive brand showcase
with more than 60 exhibitors representing food and beverage, non-food retail,
and essential service categories.
5 Ways to Grow Your Profit, a practical session
led by Coach Camille Conanan of ActionCOACH Philippines on proven strategies to
scale existing operations. How to Invest in the Right Franchise, a strategic
seminar by Noemi Ruiz of Francorp Philippines guiding prospective franchisees
through financial evaluation and brand selection.
How to Franchise Your Business, a targeted
forum held at Summit Galleria Cebu tailored for homegrown Visayas brands
seeking national and international expansion.
The
Philippine franchising industry statistics
The Visayas expo arrives at a high point for
the Philippine franchise industry, which has established itself as an economic
heavyweight both regionally and globally.
According to the Department of Trade and
Industry (DTI) and the International Trade Administration, the Philippines is
the 7th largest franchise market in the world and the largest in Southeast
Asia. Over 1,800 brands operate across the archipelago, with an impressive 90
percent originating from local Filipino entrepreneurs.
Food and beverage concepts continue to lead the
domestic market—accounting for roughly 46 to 80 percent of total industry
revenues—followed by services at 34 percent and retail at 20 percent, the
report said. Small-format formats, such
as food carts, kiosks, and compact retail pods, have fueled rapid growth in
provincial hubs outside Metro Manila, lowering initial capital barriers for
first-time business owners.
The sustained rise of franchising in the
country is backed by an expanding middle class with growing purchasing power; a
strong BPO workforce generating high disposable income and the rising consumer demand in regional
economic hubs like Metro Cebu, Davao, and Iloilo.
Global context:
A $900B+ worldwide market
On the international stage, franchising
continues to showcase remarkable resilience, transitioning from post-pandemic
recovery into steady, tech-driven expansion, bared Chris Lim, CFE, PFA Director
for International Relations.
The global franchise ecosystem generates
hundreds of billions of dollars in economic output annually, with the
International Franchise Association (IFA) projecting global output to surpass
$920 billion.
Globally, franchise systems are heavily
adopting Agentic AI and automated operations for labor scheduling, inventory control,
and localized marketing. Additionally, consumer preferences are shifting toward
experiential dining, wellness concepts, and eco-friendly/sustainable brand
operations, Lim added.
Cross-border franchising and with International
franchisors increasingly view Southeast Asia, and the Philippines in particular,
as a primary growth engine due to strong brand recognition, high literacy
rates, and social-media-savvy populations, Lim noted.
Benetiz said that events like the Franchise
Negosyo Visayas Expo emphasized the crucial role regional centers play in
sustaining economic growth. By providing aspiring entrepreneurs in Cebu and
neighboring provinces with accessible tools, verified franchisor networks, and
expert guidance, the Philippine Franchise Association continues to solidify the
country’s standing as Asia’s capital of franchising. (Photos: MBCNewman)