Franchise Asia Philippines 2016 to Feature New Learnings and New Business Concepts

July 5th, 2016

PFA Franchise Asia

Franchise Asia Philippines 2016—set to engage hundreds of exhibitors and thousands of delegates nationwide and from neighboring countries—aims to help businesses gain strategic advantage amid hypercompetition and to stay ahead of the curve while providing equitable opportunities benefiting every sector of the community.

The Philippine Franchise Association (PFA), organizer of Franchise Asia, is the country’s pioneer and premier franchise association. It is committed to promote franchising as a tool for economic development and nation-building through enterprise development and employment generation.

To date, there are about 1,300 franchises—68-percent homegrown and 32-percent foreign—in the country. “This number used to be higher but because of greater competition, many of the half-baked franchise concepts folded up,” PFA Chairman Franklin Go said.

“The economic landscape is rapidly changing, and in this era where competition gets tougher every day, we seek areas on how we can stay ahead of the competition while providing evenhanded economic growth opportunities,” Franchise Asia Philippines 2016 Overall Chairman Richard Sanz emphasized. “PFA, as the voice of Philippine franchising, continues to lead the sector by raising the global competitiveness of Philippine franchising. And in this matter, we want the sector to grow so that it can continue to open business and job opportunities for our country,” Sanz added.

Franchise Asia Philippines 2016, acknowledged as Asia’s largest four-in-one franchise event, is slated on July 20 to 24 at the SMX Convention Center in Pasay City. Now on its 24th edition and themed “Building Inclusive Growth Amidst a Hypercompetitive World,” the conference will feature best practices and disruptive innovations, which can help raise the level of the sector, in particular, and the entire Philippine business, in general. “We would like to emphasize that our conference is not only for the franchise sector but for everyone,” Vic Gregorio, conference chairman pointed out. “If you want to be competitive in today’s market, then be sure to attend our conference.”

The International Franchise Conference is scheduled on July 20 and 21 with Sen. Paolo Benigno “Bam” Aquino IV, Chairman of the Senate Committee for Trade, Industry and Entrepreneurship, keynoting the opening of the said event. Meanwhile, DTI Secretary Ramon Lopez is also invited to keynote the second day of the conference.

The conference will feature top industry leaders on marketing, innovation, retailing and franchising, and social entrepreneurship. The conference super sessions will feature the topics The Future of Retail in the Digital World; The Role of Technology Amidst a Disruptive and Hypercompetitive World; The International Forum: Conquering Global Markets; The CEO Forum: Maximizing Growth Opportunities using Disruptive Strategies; Building Inclusive Growth: The Jollibee Model; The CMO Forum: Developing and Implementing Disruptive Marketing Strategies; The NXTGEN in FRANCHISING Forum: Preparing for the Challenges Ahead; and The ZEE Forum: Winning Strategies in Times of Growth and Hypercompetition.


Concurrent breakout sessions, on the other hand, will be conducted by experts in the following topics: Strategies on Creating and Maintaining Brand Loyalty, Leading Multi-Generation Talent, Trademark Protection in Franchising, Making Franchise Advisory Council Effective, How Can Facebook Advertising Drive Customers Amidst Hypercompetition, Emotional Intelligence in Leadership, and Healthy Franchise Culture During Growth and Change.

“We are expecting around 1,000 delegates in the conference this year,” Sanz said. The profile of conference attendees range from franchisors, businesses’ top management, franchisees, foreign delegates and guests from various private and government sectors.

Meanwhile, the International Expo on July 22 to 24 will showcase a wide array of investment opportunities not only from established franchise brands but also from emerging concepts and overseas franchise brands. “We are happy to note that the International Zone of our expo has grown bigger through the years,” Sherill Quintana, Expo chairman said. “And as part of our commitment to support the growth of MSMEs [micro, small and medium enterprises], we will also showcase emerging concepts in our Food Street and DTI sections.”

The International Zone will feature country pavilions from Indonesia, Malaysia, Singapore, South Korea, Taiwan and Thailand. It will also showcase international master franchise opportunities from Australia, Japan, Vietnam, and other countries. The Expo also offers business matching opportunities to its visitors and exhibitors.

Vice President Leni Robredo will grace the opening of the International Expo on July 22.

And as part of continued efforts to professionalize the Philippine franchising sector, the Certified Franchise Executive (CFE) Program, will be held on July 18 and 19 at the AIM Conference Center-Manila. CFE is a mini-MBA professional development course duly accredited by the Institute of Certified Franchise Executives, USA. This will be facilitated by Lynette McKee, an expert in the industry.

“This year we also want to make the event more valuable by launching the ‘Balik Franchise for Overseas Filipino Program.’ We partnered with the Department of Trade and Industry to help us entice overseas Filipino workers to look at franchising as a viable investment option,” PFA President Dr. Alan Escalona, said. “Through this program, we want our fellow Filipinos abroad to learn more about franchising, and hopefully, add to the reason they will return to the country for good,” Escalona added.

Franchise Asia Philippines 2016 is co-presented by BPI Ka-Negosyo and PLDT Smart SME Nation, and in partnership with Go Negosyo, the DTI, the Philippine Chamber of Commerce and Industry, and the Philippine Retailers Association. For inquiries about Franchise Asia Philippines, please  visit or contact the PFA Secretariat at +63 2 687 0365 to 67 and look for Joanna Tomagan (Conference) or for Benie Briones (Expo).