Franchise Showcase in Manila 2025" Held for Three Days from July 15
Targeting the Top-Ranking Popularity of Hallyu and the Young, Large Filipino Foodservice Market


KOTRA (President Kang Kyung-sung) held the '2025 Franchise Showcase in Manila' from July 15 to 17 in Manila, Philippines. The event featured 10 domestic franchise companies and 20 major local buyers, offering 1:1 business consultations, market tours, and strategic seminars.

The Philippines is emerging as a promising market for the franchise industry, based on its population of 117 million, youthful demographic, and high affinity for Korean culture. According to KOTRA's 'Global Franchise Trends 2025' report published in March, the Philippine franchise market is expected to reach a size of approximately USD 16.1 billion in 2024, ranking 7th globally, with an annual growth rate of 8-10% forecasted for 2025. *Affinity toward Hallyu: Philippines ranks first (88.9%), followed by Indonesia, India, and Thailand (2025 Overseas Korean Wave Survey, 2024, Korean Foundation for International Cultural Exchange).

The event also saw participation from Suyen Corporation, a major Filipino retail conglomerate. Suyen Corporation distributes 42 global brands, including Korean brands like '8Seconds' and 'The Face Shop' in the Philippine market, and is regarded as a key buyer with a high understanding of Korean brands and proven market influence. In addition, 20 local buyers with various cooperation opportunities participated, actively engaging in business meetings with Korean companies.

Korean franchise companies participating in the event also responded positively. Company J, a franchise business, said that, "The high interest in Korean franchises in the local market has given us confidence in opening stores." Bakery brand S said, "We were able to explore the possibility of expanding our overseas market as we held product export consultations during the roadshow."

Kim Myung-hee, Vice President of KOTRA and Head of the Innovation and Growth Division, stated, "This roadshow provides a practical opportunity for Korean franchise companies to establish a presence in the Philippine market," adding, "We will continue to actively support the international expansion of Korean franchises through tailored support based on the Hallyu and consumer trends."



Source: KOTRA (2025.07.18.)