A snapshot from the webinar jointly organised by SMCCI, the Franchising & Licensing Association (FLA) and the Malaysian Franchise Association (MFA), highlighting examples of Singapore brands with a presence in the Philippines, including Pezzo, Pet Lovers Centre and Omoté.
If your growth strategy stops at Singapore’s borders, you may be capping your brand’s potential.
The Philippines is no longer an “emerging” franchise market — it is one of the world’s most active. Ranked as the 7th largest franchise market globally, it has 1,800 franchise brandsand over 200,000 outlets nationwide. Many concepts scale quickly, with brands commonly reaching 100+ outlets.
For Singapore businesses looking to expand, this is a market built for franchising — and built to absorb international brands.
Why the Philippines Works for Expansion
At a recent webinar jointly organised by SMCCI, Franchising & Licensing Association (FLA), and Malaysian Franchise Association (MFA), Mr Sam Christopher Lim (CEO, Francorp Philippines; Director – International, Philippine Franchise Association) shared why the Philippines continues to attract international franchise interest.
“The market is English-speaking, operates as a 24/7 economy driven by the BPO sector, and has a young consumer base — median age 25.7. With Gen Z making up about 45%, the Philippines is especially receptive to digitally-led brand building and influencer-driven marketing.”
The Philippines isn’t just franchise-friendly — it is franchise-ready.
What Filipino Consumers Respond To
Success in the Philippines is driven by localisation. Key behaviours include strong demand for food and a culture of sharing (people love taking photos of what they eat), a preference for sweeter flavours, and family-oriented dining. Consumers are value-conscious — bundle deals, freebies, and buffet formats tend to resonate. Instalment payment plans are also common, and sachet packaging remains popular alongside larger product formats.
The principle is simple: grow global, market local.
Franchise Asia Philippines (FAP): Where Leads Convert
For brands serious about market entry, Franchise Asia Philippines (FAP) — organised by the Philippine Franchise Association — is widely regarded as Asia’s most influential franchise exhibition.
Each edition typically features 1,000+ exhibiting brands and attracts 50,000+ business visitors, including investors, distributors, mall operators, and corporate groups actively looking for new concepts. Demand is especially strong in wellness, healthcare, and retirement/lifestyle services, making FAP2026 a highly strategic platform for lead generation and market entry.
“If you want to enter the Philippines, enter where the buyers already are.”
Call to Action: Explore the Philippines with SMCCI
SMCCI is exploring opportunities for members to tap into the Philippines market through market access initiatives and mission participation.
If you are in F&B, wellness, healthcare, retail, education, or services — and are considering franchising as a growth model — we invite you to participate in the business mission with SMCCI and FLA to the upcoming Franchise Asia Philippines 2026 in Manila.
To find out more, reach out to us at mdshaifulbahri@smcci.org.sg.