40 exhibitors showcase franchise opportunities at Iloilo event

Around 40 exhibitors gathered at Franchise Negosyo Iloilo 2026 at SM City Iloilo on 9–10 October to present franchise opportunities to aspiring business owners. Organised by the Philippine Franchise Association (PFA), the two-day event brought together brands, service providers and interested investors from Iloilo and other parts of Western Visayas in the Philippines.

More than a brand showcase

According to a report published by the PFA on 22 October, the event included seminars and business matchmaking activities. It aimed to connect aspiring business owners, investors, franchise operators and service providers.

The programme was therefore about more than presenting franchise offerings. It also gave attendees the chance to speak to the people behind the business systems and those who could help them run their operations.

For visitors, the event provided a setting in which to explore different opportunities before making a decision. Attendees were encouraged to speak with franchisors and service providers to better understand their options. The emphasis was on making informed choices, rather than simply finding a brand they wanted to bring to their area.

Bringing the franchise community to the provinces

One aim of the initiative was to make established business models and franchise opportunities more accessible to entrepreneurs outside Metro Manila. By holding the event in Iloilo, the PFA brought these discussions closer to interested participants in Western Visayas.

Combining franchise showcases with business development activities was central to this aim. The seminars and opportunities to meet potential partners formed part of an effort to support entrepreneurship, investment and relationship-building in the city.

The event also explored the franchise community’s potential role in business expansion, job creation and livelihoods. For micro, small and medium-sized enterprises, franchising was presented as a way to reach a wider market through an established operating model.

Western Visayas, not just Iloilo City

Chris Lim, the PFA’s director for international relations and chairman of its Council of Past Presidents, highlighted Western Visayas’ potential as a market for franchise businesses.

According to Lim, opportunities extend beyond Iloilo City to the wider region. He also noted established franchise brands’ interest in expanding their presence in the area.

His remarks placed the event in a broader context: although it took place in Iloilo, the opportunities discussed were not confined to the city. The initiative also sought to reach aspiring business owners elsewhere in Western Visayas.

However, interest in expansion does not amount to confirmed new outlet openings. The reported event focused on introducing opportunities and building connections between brands and potential partners.

Established systems still require hands-on commitment

Another key message was the opportunity to use established business systems. The event explained that these could reduce some of the risks compared with developing an independent business concept from scratch.

However, franchising was not presented as an automatic route to success. It was also stressed that results still depend on the entrepreneur’s dedication and hard work. A recognised brand and an established system are no substitute for active involvement in the business.

Practical reminder: Use events like this to ask questions and compare options. Before making a decision, understand the offer, the support included and the responsibilities you would take on as a member of the franchise community.