Filipino brands secure $20.6M in sales at Melbourne Expo

MELBOURNE, Australia—Six Filipino brands, led by the Department of Trade and Industry (DTI), made their debut at the 2024 Franchising and Business Opportunities Expo, securing $20.6 million in actual and potential export sales.

The participating brands—Avocadoria, BENCH/, The Cabalen Group, Miguelitos Ice Cream, Oryspa, and Shawarma Shack—captivated the attention of attendees from Australia, Pakistan, Singapore, and the Philippines, generating over 100 trade leads.

“We are thrilled to see Philippine brands gaining momentum in the Australian market,” said DTI Acting Secretary Ma. Cristina Roque. “This growing recognition is a testament to the quality and innovation that Filipino businesses bring to the table.”

Expanding Filipino Franchises Globally

The DTI, in partnership with the Philippine Australia Business Hub, also hosted a business forum titled “Philippine Brands Going Global” on Aug. 19 at the Pan Pacific Hotel Melbourne. The forum provided an opportunity for franchise brands to showcase their packages, engage in business-to-business (B2B) meetings, and network with potential investors.

“The expo proved to be a great opportunity for our participating brands to scale up and fit the Australian market,” said Sherill Quintana, head of the Philippine Franchise Association (PFA) delegation and owner of Oryspa. She emphasized the PFA’s commitment to expanding homegrown brands internationally, which she believes will create businesses and jobs in the Philippines.

Quintana also highlighted the importance of activities like these for the Filipino diaspora. “This synergy is a catalyst as well to encourage the Filipino diaspora to invest in the Philippines through franchising by adopting a Filipino brand,” she said.

A Collaborative Effort

This initiative was made possible through the collaborative efforts of the DTI-Export Marketing Bureau, the Philippine Trade and Investment Center-Sydney, and the PFA, with support from the Tatak Pinoy Program and the Philippine Exporters Confederation, Inc.

The DTI’s participation marks a significant step in promoting Filipino brands on the global stage, positioning the Philippines as a hub for franchising and business innovation.