Expanding Your Franchise to the Philippines: Insights from FLA (Singapore)’s 2025 Trade Mission

As the Philippines emerges as a growing hub for franchising, its thriving economy, rising middle class, and increasing consumption trends make it a promising destination for franchise expansion. The Franchising and Licensing Association (Singapore) (FLA (Singapore)) continues to play a pivotal role in facilitating market entry for Singapore brands. 

One of the key initiatives is its participation in Franchise Asia Philippines 2025, the largest franchising trade show in the region.

This article explores the essentials of market entry, cultural adaptation, and the support framework provided by FLA (Singapore) for businesses venturing into the Philippine franchise landscape.

Market Entry Preparation
 

Legal Requirements

Understanding the regulatory framework is essential for entering the Philippine market:

• Franchising Laws: While there is no specific franchising law, franchise agreements fall under the Intellectual Property Code and Civil Code. Executive Order 169 (E.O. 169) mandates the registration of franchise agreements with the Department of Trade and Industry (DTI), but its implementation has not been finalized.
   
• Regulatory Bodies: Franchise agreements are supervised by the Intellectual Property Office of the Philippines (IPOPHL), while self-regulation by the Philippine Franchise Association (PFA) ensures industry standards.
   
• Capital Requirements: Foreign retailers aiming for full ownership must meet a minimum paid-up capital of PHP 25 million under the Retail Trade Liberalization Act (RA 11595).
   

Cultural Considerations for Singapore Brands
 

• Adapting to Filipino culture, which values social dining, experiential spending, and strong Asian pop influences, is crucial for success.
   
• Localization strategies should include tailoring product offerings, marketing campaigns, and store formats to resonate with local preferences.
   

Success and Failure Cases

Singapore brands that have successfully adapted to these cultural nuances and market demands—like those featured in FLA (Singapore)’s previous trade missions—have seen positive outcomes, while those lacking cultural alignment faced challenges.

FLA (Singapore)’s Support Framework
 

Pre-Mission Preparation

FLA (Singapore) offers extensive pre-mission support, including:

• Courses and Resources: Gain essential market entry knowledge through courses like WSQ Franchisee Recruitment and Market Entry Strategies and WSQ Franchise & Business Ownership.
   
• Logistics Assistance: Prepare for exhibitions with operational, logistical and grant application support.
   
• Market Insights: Gain a detailed understanding of Philippines’ franchise regulations and consumer behavior through workshop recording or more country resource from here.
   

On-Ground Support During the Event

At Franchise Asia Philippines, participants benefit from:

• Showcasing Platforms: Exhibit at Singapore Pavilions to connect with potential franchisees and business partners.

 

Post-Mission Follow-Up

FLA (Singapore) ensures continuous support after the mission:

• Assistance with grant submissions and reimbursements.

 

Key Learnings from the 2023 Trade Mission

In October 2023, FLA (Singapore) led a successful trade mission to Franchise Asia Philippines at the SMX Convention Centre in Manila. Highlights included:

• 16 Booths: Featuring 12 companies in the Singapore Pavilion, showcasing innovative products and services. Check it out here.
   
• In-market learnings: Meetings with major players like Shangri-La Plaza, Pet Lovers @ Robinsons Galleria, and Rustan’s provided insights on trends and opportunities. Check it out here.
   

Market Insights: Sessions with industry leaders emphasized trends like:

• Retailtainment: Combining entertainment with shopping to influence purchases.
   
• Food as Fashion: Social dining experiences driving consumer preferences.
   
• Short-Term Leases: Common contracts include one-year terms with renewals.

The recent trade mission to the Philippines showcased the strength of Singapore’s franchise ecosystem, with participation from prominent brands including:

1. Cat & the Fiddle Cakes 
2. Playmade by 丸作 Cray Ventures 
3. Honeypot Wax Boutique 
4. Kinderland Singapore 
5. Kopifellas 
6. Kskin 
7. See Hai Tat Med Hall, Three Star Brand 
8. Subway Singapore 
9. Sunpark Singapore, Takagi Coffee, Maji Curry SG, Kazan Ramen, Kyoto Ramen 
10. Tree AMS (Franchise Management System) 
11. Asiawide Franchise Consultants 
12. Franchising and Licensing Association (Singapore) 
13. The MUI Group, Laura Ashley Singapore, Benjamin Barker 
14. Ice Cream Brandz, Geláre SG 
15. Enterprise Singapore

Conclusion

Expanding into the Philippines offers long-term benefits, including access to a growing consumer base and opportunities for sustainable business growth. 

By leveraging cultural insights, adhering to regulatory requirements, and utilizing FLA (Singapore) comprehensive support framework, brands can confidently navigate the challenges of entering this vibrant market.

If you’re considering expanding your franchise into the dynamic Philippine market, FLA (Singapore) invites you to participate in Franchise Asia Philippines 2025. This premier event, scheduled from April 24th to 27th at the SMX Convention Center Manila, offers unparalleled opportunities to connect with potential franchisees and industry leaders.

With the Philippine economy experiencing significant growth and a population exceeding 116 million, now is an ideal time to explore expansion opportunities. Franchise Asia Philippines attracts over 50,000 visitors annually, providing a vibrant platform to showcase your brand and forge valuable business partnerships.

FLA (Singapore) is dedicated to supporting your expansion journey, offering pre-mission courses, on-ground assistance during the event, and post-mission follow-up to ensure a seamless experience. Join us to leverage the booming Philippine market and take your franchise to new heights.