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16 January 2023, Singapore – The Philippine Chamber of Commerce Singapore, in partnership with the Philippine Franchising Association (PFA), and with the support of the Philippine Embassy and  the Philippine Trade and Industry Center (PTIC) -Singapore, held a webinar on “Franchising in the Philippines” on 14 January 2023. 

Ms. Sherill Quintana, Chairperson of PFA, provided an overview of the franchising landscape in the Philippines. She said that the Philippines’ ranking as the seventh largest franchise market in the world, contributing 7.8 per cent to the country’s gross domestic product and employing, directly and indirectly, over two million people, reflects the confidence of foreign investors and the growing Filipino middle class have on the country’s healthy business climate.

Food, in particular, is a favorite franchise category. According to Philippine Franchise Association data, food franchises comprise 80% of the market, with an aggregate value of Php 538 billion; while the rest of the market is cornered by the retail and services franchise brands, with an aggregate value of over Php 67 billion. There are currently 200,000 franchise outlets in the country.

Franchise trends and consumer behavior were also discussed in the webinar by the panel of speakers including Ms. Velle Manuel of Francorp Philippines, Ms. Jeana Ilagan from Oryspa, and Ms. Camille Malto of the U-Franchise Sales and Management.

In closing, Philippine Commercial Counsellor Atty. Carla Grepo provided a list of DTI programs created in support of the franchising industry and potential entrepreneurs. 

PFA will be hosting the World Franchise Council (WFC) meeting in the Franchise Asia Philippines Expo 2023, which will be held in October this year. (END)