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Friday, March 29, 2024

Philippine franchisers eye Middle East as market

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The Philippines is looking at the Middle East as the next big destination for Philippine brands, the Philippine Franchise Association said Wednesday.

FPA director Christopher Lim said Middle Eastern buyers were enthusiastic about Asian brands, especially from the Philippines which was emerging as the franchising hub in Asia.

“Unlike the US with its stringent and complex regulation, the Middle East market sees franchising as a faster way to bring in what they need and what they want. And it’s easier for the franchisor to serve the market,” Lim said at the sidelines of the opening ceremonies of Franchise Philippine Asia 2018 at SMX Convention Center.

He said while the United Arab Emirates was still the biggest market in the Middle East, Saudi Arabia was catching up fast.

Lim said a lot of brands were making their way into Dubai, basically using it as a jumping-off point to other Middle Eastern cities.

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“Saudi is actively seeking for the brands they think will click in its market. A few have already approached us and some of our colleagues have brands already established there,” he said. 

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