This week, the world's top franchise leaders will be in Manila as the Philippines hosts Franchise Asia 2011, the biggest franchise show in Asia.
Supported by the Philippine Franchise Association (PFA), the six-day business event at the SMX Convention Center is expected to bring in franchising experts from China, India, Malaysia, Singapore, Australia, Canada, Germany, the U.K. and the U.S.
They will join Philippine business leaders Tony Tan Caktiong of Jollibee, Krispy Kreme Doughnut Corp. SVP and President-International Jeff Welch; 7-Eleven International Vice President, Chris Tanco; and Mang Inasal founder and vice chairman Edgar "Injap" Sia II.
Samie Lim, Chairman of the World Franchise Council (WFC), said the event will "strengthen the country's position as the 'Franchise Hub of Asia,' while also bringing homegrown brands over to the global stage." "We believe that the Philippines, being in the center of Asia, will be Asia's franchise hub. We have the biggest number of executives in franchising, the Philippines has almost a hundred million people, this is where foreigners can start to test out franchises. Our time has come."
He adds that Filipinos possess many traits for success in franchising. "The ability to speak English is one. It's so easy to send Filipinos anywhere in the world and they can be the branch manager and so on and so forth. Number two, the fact that we have so many young people. I always believe there are so many Filipinos going abroad because we are basically a very global nation. So that anywhere we go, we feel at home, while others are disoriented. The Filipinos can go anywhere."
Five hundred brands are set to exhibit in the venue, while other highlights include the International Franchise Expo, a one-stop-shop of local and international investment opportunities; Franchise Seminars that will match franchisors and would-be franchisees, and the International Franchise Conference featuring the latest trends and developments in franchising.
Franchising in the Philippines
Franchising has been acknowledged as the fastest growing sector in the Philippines, with more than 124,000 franchisees offering the products and services of over 1,100 franchisors in the country.
Worldwide, it generated more than one million jobs and recorded a total output of $9.45 billion in 2010.
Mr. Lim believes holding Franchise Asia will generate billions in new investments. "Based on my figures, there will be P50 billion of new investments in franchises, and the business generated by Franchise Asia is going to increase the sales of franchising by P200 billion in the next three years. We expect that through franchising, 125,000 new jobs [will be created] within the next 3 years."
PFA Chairman Robert Trota sees the sector growing from 20 to 30% in the next two years based on the international brands expected to set up shop in the Philippines later this year.
He believes the boom is the result of a number of factors including the emergence of micro, small and medium enterprises (MSMEs); the growth and expansion of the business process outsourcing (BPO) industry; the business-oriented mindset of OFWs and their families; and the introduction of homegrown business concepts.
With the theme, "Asia to the World, The World to Asia," Franchise Asia 2011 will serve the country well, said Trota. "It puts the Philippines on the global spotlight as a leading trade and tourism destination, where the biggest and most successful food, retail and service franchise concepts thrive. This is the right time for the country to shine and show its glory."
