Promoting Vietnamese brands

According to the Vietnam Trade Office in the Philippines, from April 24 to 26, 2026, the office took part in a national pavilion at the Philippines International Franchise Show 2026, held at the SMX Convention Center. This is the largest annual event in the franchising sector in the Philippines, organized by the Philippine Franchise Association, attracting a wide range of domestic and international enterprises.

Building on the success of previous editions, the Philippines International Franchise Show 2026 brought together more than 1,000 franchise brands and over 500 participating companies across F&B, retail, education, services, and logistics sectors within an exhibition space of nearly 14,000 square meters.

Notably, the event featured major international brands such as KFC and Popeyes, and in particular Jollibee Group - a conglomerate operating nearly 10,000 outlets worldwide and regarded as a symbol of the Philippines’ franchising success. The presence of these major brands reaffirmed the Philippines’ position as one of the most dynamic franchising markets in Asia.

This year’s exhibition recorded nearly 60,000 registered visitors, including investors, enterprises, and consumers interested in franchising models. Alongside the exhibition area, a series of thematic seminars was held focusing on franchising trends, digital transformation, operational standards, and strategies for regional expansion within ASEAN.

At its pavilion, the Vietnam Trade Office supported several Vietnamese enterprises in developing franchise chains, notably the Pho S brand, while also introducing potential products for franchising supply chains, including premium ST25 rice, ST25 rice, shrimp farming rice, Japonica rice, Cau Dat coffee, instant coffee, green coffee beans, and pasteurized milk products from TH Milk and VP Milk.

Promotional activities were implemented through brochures, video presentations, and direct engagement with major Philippine retail partners such as 7-Eleven Philippines, Uncle John’s, and WalterMart. As a result, many businesses expressed interest in sourcing products from Vietnam.

Within the framework of the event, the Trade Office facilitated discussions to introduce Vietnamese rice into the Goldmine Rice franchise retail system, while also working with coffee chains such as Pickup Coffee and Zeus Coffee to promote the supply of coffee beans and pasteurized fresh milk from Vietnam.

In particular, the Trade Office held discussions with Samie Lim, Chairman of the Philippine Franchise Association, on cooperation directions to promote franchising development between the two countries. Both sides agreed to strengthen business connectivity, share operational development experience, and support Vietnamese enterprises in deeper participation in the Philippine market.

Participation in the exhibition not only helped promote Vietnamese products and brands but also enabled domestic enterprises to directly access the dynamic franchising ecosystem in the Philippines. In the context of rising consumer demand and expanding retail chains, this is considered an important opportunity for Vietnamese goods to penetrate deeper into the market, particularly through franchising models and modern supply chains.

Opportunities for enterprises in the Philippine franchising market

The franchising industry in this Southeast Asian country continues to maintain stable growth and is regarded as one of the key drivers of the service sector. According to the Philippine Franchise Association, industry revenue is projected to grow by around 8 - 10% in 2025, reaching approximately 800 billion pesos, contributing more than 7% of national GDP and generating millions of jobs.

Currently, the Philippines has around 120,000 franchised business outlets spanning F&B chains, retail, education services, and logistics. The success rate of franchising models is estimated at around 90%, making it an attractive option for individual investors and small and medium-sized enterprises.

Consumer trends in the Philippines show that the food and beverage sector continues to account for the largest share of franchising activity. Coffee shops, fast beverages, and convenience foods are growing strongly, driven by a young population and modern consumption habits. Health and wellness trends, clean food, and environmentally friendly business models are also emerging strongly, with around 83% of consumers prioritizing sustainable brands. Alongside this, technology-driven franchising models, delivery services, and e-commerce integration are expanding rapidly.

These trends create significant opportunities for Vietnamese products and brands, particularly in food, coffee, and fast-moving consumer goods.

In this context, several Vietnamese brands have begun to establish their presence in the Philippine market through franchising and retail chain models. Pho Hoa is among the earliest Vietnamese pho brands to enter the Philippines, helping lay the foundation for the recognition of Vietnamese cuisine. Highlands Coffee has successfully developed a modern café chain model aligned with urban youth preferences, while Cong Caphe has created a distinctive identity, attracting customers seeking unique cultural and experiential offerings.

These brands highlight the strong potential of Vietnamese enterprises in the Philippine market, particularly in traditional cuisine, coffee and beverages, and culturally distinctive products. With its large market scale, young population, and modern consumption trends, the Philippines is regarded as a highly promising destination for Vietnamese enterprises expanding through franchising models.