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)
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