Members of the Philippine Delegation in the Franchising Expo in Sydney, Australia. (L-R): Ms. Mary Rose San Diego (PFA), Ms. Pia-Anna Ramos (PTIC Sydney), Ms. Antonie Lyka Manaloto (DTI-EMB), Mr. Ervin Andaya (Shawarma Shack), Ms. Felma Larano (Miguelitos Ice Cream), Mr. Ferdinand Opeña (Nails Dot Glow), Mr. Benjamin Batac and Mr. Jerome Nikko Esteban (Grainsmart Café), Ms. Arselyn Palad (DTI-EMB), Ms. Christine Clamor (Canadian Tourism and Hospitality Institute), Mr. Allan Greggie Oblepias (Shawarma Shack), Ms. Mary Joanna Tomagan (PFA), Ms. Monique Guevara (Jollibee), Ms. Cristina Montinola (Bench), Ms. Ma. Ana Jay Glady Opeña (Nails Dot Glow), Vice Consul Diana Marie Jimenez-Leomo (Philippine Consulate General in Sydney), Ms. Sherill Quintana (Oryspa/PFA), Consul General Charmaine Rowena Aviquivil (Philippine Consulate General in Sydney), Atty. Maria Katrina Rivera (DTI-EMB), Mr. Carlito Gunay (PTIC Sydney), and Ms. Kay Lee (Max’s Restaurant).
Members of the Philippine Delegation in the Franchising Expo in Sydney, Australia. (L-R): Ms. Mary Rose San Diego (PFA), Ms. Pia-Anna Ramos (PTIC Sydney), Ms. Antonie Lyka Manaloto (DTI-EMB), Mr. Ervin Andaya (Shawarma Shack), Ms. Felma Larano (Miguelitos Ice Cream), Mr. Ferdinand Opeña (Nails Dot Glow), Mr. Benjamin Batac and Mr. Jerome Nikko Esteban (Grainsmart Café), Ms. Arselyn Palad (DTI-EMB), Ms. Christine Clamor (Canadian Tourism and Hospitality Institute), Mr. Allan Greggie Oblepias (Shawarma Shack), Ms. Mary Joanna Tomagan (PFA), Ms. Monique Guevara (Jollibee), Ms. Cristina Montinola (Bench), Ms. Ma. Ana Jay Glady Opeña (Nails Dot Glow), Vice Consul Diana Marie Jimenez-Leomo (Philippine Consulate General in Sydney), Ms. Sherill Quintana (Oryspa/PFA), Consul General Charmaine Rowena Aviquivil (Philippine Consulate General in Sydney), Atty. Maria Katrina Rivera (DTI-EMB), Mr. Carlito Gunay (PTIC Sydney), and Ms. Kay Lee (Max’s Restaurant).

Philippine homegrown franchise brands generated a total of USD 33.45 million in actual and potential export sales during the Franchising Expo Sydney 2025, held from 24–25 May at the International Convention Centre (ICC) in Sydney, New South Wales. The strong turnout reaffirms the growing demand for Filipino franchise concepts in the international market. The two-day expo allowed Philippine firms to promote their products and services, increase brand visibility, and network with possible franchisees, investors, and partners in Australia and other markets. The Philippine Pavilion drew much attention from expo visitors, including members of the Filipino-Australian community exploring business opportunities for themselves or their families. The delegation had a total of more than 100 B2B meetings held inside and outside the expo venue.

Beyond the expo, the delegation engaged in business forums, company visits, and site inspections to gather market intelligence and explore the Australian franchising and retail landscape. These activities allowed the delegates to gain insights into business models, expansion requirements, and local consumer preferences.

“The Franchising Expo Sydney is a vital platform to connect our trusted Philippine brands with Australian partners,” said DTI-EMB Assistant Director Maria Katrina Rivera. “The good results of our participation this year is a good indicator of the growth potential of the Philippine franchising sector particularly, in Australia. It is a market where franchise brands are thriving.” 

The mission builds on the momentum from last year’s successful business mission in Melbourne, which led to the opening of Miguelito’s Ice Cream’s first Australian store and the forthcoming launch of Avocadoria in Gold Coast.

The Philippines is the largest franchising market in Southeast Asia and ranks 7th globally with over 1,800 franchise brands contributing 7.8% to the national GDP.

“It takes a nation to raise an entrepreneur. We must tap the global Filipino diaspora to champion homegrown brands. For years, PFA has worked to bring Filipino franchises to the world, with strong support from DTI, EMB, PTIC, and our Consulates. Franchising remains a powerful tool to export Filipino brands efficiently and effectively,” Philippine Franchise Association, Inc. Council of Past Presidents Chairman Sherill R. Quintana said. The Philippine delegation was led by the Department of Trade and Industry – Export Marketing Bureau (DTI-EMB), in partnership with the Philippine Trade and Investment Center (PTIC) – Sydney and the Philippine Franchise Association (PFA), with support from the Philippine Exporters Confederation, Inc. (PHILEXPORT). Participating brands included Bench/, Canadian Tourism and Hospitality Institute, Grainsmart Café, Jollibee, Max’s Restaurant, Miguelito’s Ice Cream, Nails Dot Glow, Oryspa, and Shawarma Shack. ♦

Date of Release: 03 July 2025