Visayas Franchise Conference 2026 brings together franchise leaders, MSMEs, and regional business owners to map out the future of VisMin franchising.

Together, let us build stronger Filipino brands. Let us create more opportunities for our people. Let us build businesses that create jobs, strengthen communities, and give more Filipinos hope for a better future.

— Steve Benitez

President, Philippine Franchise Association

As the Philippine Franchise Association (PFA) brings its inaugural Visayas Franchise Conference to Summit Galleria Cebu, the event serves as a milestone for establishing Cebu’s potential as the new epicenter of Philippine franchising.

Themed “Igniting Growth: Visayas and Beyond”, the first-ever dedicated Visayan conference is designed to help local businesses position themselves for long-term growth with sessions focusing on navigating the opportunities and challenges of breaking regional borders.

Philippine Franchise Association President Steve Benitez strengthened their mission towards empowering Visayan entrepreneurs to build the next great Filipino brand through support and opportunity.

“Most importantly, this conference is about believing that the next great Filipino brand can come from right here in the Visayas. Together, let us build stronger Filipino brands. Let us create more opportunities for our people. Let us build businesses that create jobs, strengthen communities, and give more Filipinos hope for a better future,” he said.

Transforming local success to lasting market impact

Cebu stands as a vibrant economic hub where homegrown powerhouses had their start and steadily expanded beyond the region. Local entrepreneurs unlock new growth channels and forge valuable connections across VisMin and beyond while learning directly from experts on building businesses that thrive.

Laurice Lara Obana of Worldpanel by Numerator expounded on the evolving VisMin market and consumer landscape. Founder & CEO of BYC Ventures Paul Soliman highlighted leveraging AI to drive operational growth, and Wild Zebra Creative Company Owner Janra Avissa Gimenez shares how combining AI with human creativity can foster innovation.

Panel discussions with experts from the country’s leading brands offer insights and strategies on turning homegrown success into global innovation and brand relevance in an evolving market.

During the discussion, Chris Lim of Francorp Phils. stressed that a business’ engagement should go beyond numbers: “We reconnect, and that’s the human side of franchising. We create partnerships, and even in this room, at one table or two, somehow we have transacted or connected.”

The day-long program emphasized the growing influence of Cebuano businesses in shaping the future of Philippine franchising, showcasing how local brands are driving innovation, setting industry benchmarks, and dominating markets beyond their home region.

Strengthening VisMin as a rising force in Philippine franchising

For Cebuano entrepreneurs, operational growth has its own challenges. The conference reinforced that locally built enterprises have the vision, capability, and resilience to compete on a national scale. Bringing the event right in the heart of Cebu offers entrepreneurs much more than a front-row seat to industry trends, but also a tangible roadmap for growth.

From growth strategies tailored for VisMin enterprises to AI-powered solutions, local enterprises are empowered with resources to innovate, remain competitive, and lead the future of Philippine commerce.

As Cebu continues to solidify its role as an emerging economic engine, the conference reflects a vision for elevating the VisMin region’s brands into competitive players in the franchising landscape.

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