PH Embassy in Santiago, PH Franchise Association Hold Pioneer Meeting on Chilean Market Access

The Philippine Embassy in Santiago team headed by incoming AEP H.E. Celeste V. Balatbat meet online with Philippine Franchise Association officials. (Santiago PE photo)                                                   

SANTIAGO, 14 April 2023 — Recognizing the massive potential and importance of promoting the Filipino brand worldwide, especially through its most promising franchises, the Philippine Embassy in Santiago, led by its incoming Ambassador Celeste V. Balatbat, met with officials of the Philippine Franchise Association (PFA) in an online meeting to discuss how Philippine franchises could penetrate the Chilean market as well as other fast-growing Latin American economies. Ambassador Balatbat was joined by Chargé d’Affaires, a.i., Jim Tito B. San Agustin and First Secretary Dennis John C. Briones, while PFA was represented by its President Chris Lim, Chairman Sherill Quintana, Mr. Jake Santos, Ms. Joanna Tomagan and Mr. Chit Esrada.

Ambassador Balatbat underscored the Philippine Embassy’s long-term objective of increasing familiarity and pioneering the entry of top Philippine franchises into the Latin American market, particularly in Chile, Peru and Ecuador (the Embassy’s main jurisdictions). PFA President Lim discussed the key pillars of Philippine franchising—Grow, Strengthen and Advocate, the importance of localizing brands with the help of local partners, and outlined upcoming major conferences, such as the International Franchise Conference, International Franchise Expo and the World Franchise Council Meeting, with some taking place in Manila this year.

Noting the challenges of large geographic distance and relative lack of familiarity between the Philippines and South American markets, Ambassador Balatbat shared the example of New Zealand’s Les Mills and its innovative strategy which successfully overcame geographic limitations and other market constraints in order to effectively reach their target clientele. Chairman Quintana welcomed this approach and acknowledged the equally significant potential of non-food or service-oriented Philippine franchises (spas, massage therapies, beauty products/services, etc.) in penetrating faraway and non-traditional markets such as Chile.

CDA San Agustin shared examples of successful international franchises which are already thriving in Chile and, in the longer-term, the significance of eventually signing a Philippines-Chile Free Trade Agreement or FTA to reinforce the entry of Filipino products and investments into the country. First Secretary Briones, based on the Embassy’s previous market scans on Chile, listed examples of promising products which are likely to sell, e.g. milk tea and pearl shakes, dimsum snacks, sauces, spa and beauty products, flavored fries, among others, and highlighted the shared Hispanic heritage between the two countries which could prove to be an advantage during product promotion. He also mentioned that Peru will be hosting APEC in 2024 which could perhaps likewise serve as a jump-off point for swing visits by incoming Philippine delegations to neighboring markets.

Summarizing the most effective ways forward to sustain Embassy and PFA cooperation, Ambassador Balatbat informed PFA that the Philippine Embassy will begin its research on and meet with existing Chilean franchise associations and/or potential partners, as well as invite them to attend upcoming major franchise events in the Philippines, specifically one earmarked for October.  She also suggested and emphasized the value of a regional approach to Philippine franchise promotion in the Americas by pulling in the newly-arrived Philippine ambassadors in Mexico, Argentina and Brazil for joint activities. 

Chairman Quintana and President Lim expressed PFA’s optimism and eagerness about these projects and said that they will similarly begin identifying and listing potential Philippine franchises (both food and service-oriented) with the best prospects of selling in Latin America. END

For more information, visit https://www.santiagope.dfa.gov.ph or https://www.facebook.com/PHinChile.