With over 330 exhibitors featuring various business opportunities at all investment levels, generating 30,000 exhibit visitors, the 18th Philippine International Franchise Conference and Expo (PIFCE) – also known as Franchise 2010 – reasserts its stature as the biggest and most important franchise event in the country. This was disclosed by Yvette Pardo-Orbeta, president of Wendy’s Philippines who is also the current president of the Philippine Franchise Association (PFA).

Now on its 18th year, the PIFCE is still the franchise show to beat despite claims of other groups. In fact, this annual show has grown in recent years to be the biggest and the longest-running franchise event in Southeast Asia in terms of exhibit space, number of exhibitors, and number of exhibit visitors.

Scheduled on July 14 -18 at the SMX Convention Center, Franchise 2010 is organized by the country’s pioneer and largest franchise organization – the Philippine Franchise Association (PFA). A four-in-one event, it consists of the Conference on July 14 and 15; the three-day Expo on July 16-18; Franchise Seminars simultaneous with the Expo; and, as a special highlight, the Certified Franchise Executive (CFE) Program on July 12 and 13 at the AIM Conference Center Makati.

More than P200 million worth of businesses were generated by last year’s PIFCE, Orbeta added. This year, we expect it to grow by 30 percent more.

PIFCE, which provides unlimited local and international investment opportunities in franchising, has been a gateway for international brands wanting to expand in the Philippine and the ASEAN markets.

It has also been a launch pad for Philippine franchises in their national and international expansion plans. It is also worth noting that PIFCE is a long-time advocate of MSME development through its Incubation Center and Emerging Concepts (ICEC) Area, which allocates space for highly franchise-able concepts and upcoming franchise brands.

A key component to the said event’s impressive achievements is the fact that PIFCE has been a launchpad for both local and international expansion, making the Philippines a virtual gateway. “We want to be faithful to the original vision of our founders,” said Franchise 2010 Expo Chair Dr. Alan Escalona, “who wanted a global outlook for Philippine franchising.”

Mr. Samie Lim, PFA Founding President and Chairman Emeritus, on the other hand opined, “We cannot afford to be narrow-minded in our thinking and our perspective because the growth of Philippine franchising sector is dependent upon the success of everyone – from the smallest to the biggest, both local and international. Hence,” Mr. Lim added, “the call to unity in the franchise sector is more urgent than ever.”

The two-day Conference, which is expected to attract 500 participants, features local and international franchise gurus and experts who will present the latest trends and developments in the global franchising arena. The Expo, with about 10,000 sqm. exhibit space, is a virtual one-stop shop of franchise opportunities for those who want to become entrepreneurs and be their own boss. This grand showcase of franchise investment opportunities is complemented by the free Franchise Seminars, offering another learning forum for entrepreneurs.