Belarusian Companies Took Part in BuyBrand 2026

Companies from Belarus were among the exhibitors at the international franchise exhibition BuyBrand 2026. Over three days, the event brought together 4,570 entrepreneurs, investors and senior executives. The results were outlined in a press release published on Retail.ru on 12 October. For the Belarusian franchising community, the event provided an international platform alongside companies from Russia, Saudi Arabia and China.

International participation and the scale of the exhibition

BuyBrand 2026 featured more than 100 exhibiting companies and over 90 speakers. Sber was an event partner. These figures reflect the scale of the exhibition itself: they should not be interpreted as statistics on the number of franchisors or potential partners in Belarus.

Belarusian companies were listed among the international exhibitors. However, the published summary did not disclose their names, the number of stands or the outcomes of negotiations. Belarusian participation can therefore be treated as confirmed, but it is too early to draw conclusions about contracts signed, franchises sold or plans for new openings.

According to the release, the cost of the franchises presented at the exhibition ranged from 600,000 to more than 300 million roubles. This is the overall range of offers at BuyBrand, not an estimate of the budget needed to launch a business in Belarus. For prospective franchisees, such a wide range is a reason to establish their own financial capacity and preferred business format before comparing specific partnership terms.

It is also important not to confuse the advertised price with the total funding required. When discussing a project, ask for a separate breakdown of fees and expenses: what exactly is included in the quoted amount, what investment is needed before opening, and what ongoing obligations will remain once trading begins. The final figure should relate to a specific project, not the exhibition-wide price range.

Business formats presented by franchisors

The exhibition covered food service, services and retail. Food service exhibitors included Mybox, Koala, Danjiro, Mama Roma, Pizza Heart, Secret Kitchen, Varochnaya, Zotman Pizza, Subjoy and Rybnaya Manufaktura. Coffee shop concepts included the Zdraste chain.

Service-sector exhibitors included Fit Service, Akvarel, Avtopilot, 150bar, Bibibike, Bambika-Club, Robbo, Coliseum and PlushPals. Retail exhibitors included modi, Aikraft, Pyaterochka, One Price and Dixy.

The closing release gave particular attention to four food service franchises from Saudi Arabia: Berovan, Burgerizzr, Hashi Basha and Namq. Their presence added to the exhibition’s international line-up.

For entrepreneurs considering the Belarusian market, this list can serve as a starting point for exploring business formats, rather than a ready-made list of franchises available to buy. A brand’s participation in an international exhibition does not establish that it accepts franchisees in Belarus or has already developed terms for operating in the country.

The first question to ask a franchisor is whether the intended territory is available. Next, clarify its requirements for premises, supply arrangements, staff training and outlet support. It is more useful to compare offers against a consistent set of questions than simply by brand recognition or the appearance of an exhibition stand.

Business programme: contracts, risks and management

The BuyBrand business programme covered tax risks, commercial concession agreements, franchise selection criteria and network management. Company founders also shared their experience of operating in unstable conditions. The agenda therefore extended beyond brand presentations to include assessing the partnership model and running the business after launch.

For those considering franchising in Belarus, it is important to distinguish between learning from experience elsewhere and applying it within the local jurisdiction. A discussion of contracts at an international event is no substitute for a legal review of the agreement for a project in Belarus. Similarly, financial projections should be requested for the intended location, rather than simply carried over from a presentation for another territory.

A practical way to follow up on an exhibition contact is to ask the franchisor for a detailed account of each party’s obligations. What does the franchisee receive before opening? How is training organised? What support is available after launch? Which performance indicators are used to monitor operations? These questions help move the conversation from a general presentation to a substantive discussion of the partnership, without mistaking marketing promises for the terms of a future contract.

Rankings and the next exhibition

One of the events at BuyBrand 2026 was the announcement of the annual BuyBrand franchise rankings and the presentation of awards to the winners. The closing release described the rankings as a guide for entrepreneurs. However, when choosing a specific project, a franchise’s inclusion in the rankings should complement checks on the contract, financial model and support terms, not replace them.

The next exhibition is scheduled for mid-September 2027. For now, this is the announced timeframe, which can be used for provisional planning of business trips and meetings.

The practical takeaway for entrepreneurs considering Belarus is to use the BuyBrand results as a starting point for targeted discussions. Before discussing a launch, confirm that the franchise is available in the country, request a full investment breakdown and obtain a written description of the support offered. International introductions are useful when followed by careful checks on the terms of the specific partnership.