Gong cha extends Philippine franchise agreement for 10 years, with 50 new stores planned

Gong cha has extended its master franchise agreement in the Philippines for 10 years, with plans to open 50 new stores over that period. According to a World Coffee Portal report dated 8 October 2026, the Taiwanese tea brand already has more than 170 stores in the country.

A new phase of expansion in the Philippines

The agreement extension underpins Gong cha’s next phase in the Philippines. Rather than marking the arrival of a new brand, the news concerns the continued development of an established business with an extensive local store network.

It is important to distinguish between the two figures in the announcement: 10 years refers to the term of the extended agreement, while 50 new stores is the number of openings planned over the next decade. This is not an announcement that 50 branches have opened at once.

For the Philippine franchise sector, the agreement offers a concrete example of long-term expansion planning. It sets out a clear target for additional stores and a timeframe for delivery. Nevertheless, planned and actual openings should be tracked separately when assessing the brand’s progress.

From its first store in 2011

Gong cha entered the Philippines in May 2011, opening a store at SM Mall of Asia in Pasay City. According to World Coffee Portal, the Philippines was one of the brand’s earliest overseas markets.

From that first location, its network has grown to more than 170 stores across the archipelago. This existing footprint provides important context for the new agreement: the next 50 stores are planned additions to an established network, rather than the first steps towards building a presence in the country.

These three stages—the market entry in 2011, the current network of more than 170 stores and the planned expansion over the next 10 years—are closely connected. Together, they show the scale of Gong cha’s presence in the Philippines and the timeframe set for its next phase.

Store numbers should not, however, be taken as a measure of individual branch profitability. For anyone assessing a franchise, the size of a brand’s network and the likely performance of a particular store are separate considerations.

What the 50 planned stores mean

The 50 new stores are the most specific expansion target in the announcement. However, that target covers a full decade. It is more prudent to view it as an overall goal than to assume that the same number of stores will open each year.

The distinction between a master franchise agreement and an offer to an individual investor is also important. News of the agreement’s extension should not, in itself, be interpreted as an invitation to buy a franchise in any preferred location.

Entrepreneurs interested in exploring possible involvement should ask the brand’s official representative directly whether suitable opportunities are available. They should also clarify the process, obligations and conditions attached to any offer before making a decision or committing capital.

Practical implications for the franchise sector

Gong cha’s announcement is worth following because it combines the continuation of an agreement with a measurable expansion plan. For those monitoring the franchise sector, the next key indicator will be the actual store openings that deliver on that plan.

For prospective investors, the announcement may provide a starting point for further enquiries, but it is no substitute for thorough due diligence. It is advisable to request written details of the investment required, fees, location arrangements and support included in any potential agreement.

Practical reminder: Keep the brand’s growth plans separate from your own investment decision. Verify the official offer and its terms before committing any money.