IN A move aimed at injecting fresh dynamism into the Philippine entrepreneurial landscape, the Department of Trade and Industry (DTI) and the Philippine Franchise Association (PFA) have forged a three-year alliance.
The two organizations signed a memorandum of understanding (MOU) on April 30, 2025, to jointly implement the “NxtGen in Franchising Philippines” program from 2025 to 2027.
This initiative will focus on equipping micro, small, and medium enterprises (MSMEs) with the crucial tools, resources, and sustained support needed to thrive in today’s competitive business environment, particularly by leveraging the franchising model.
This partnership also aims to cultivate a new generation of franchisors and franchisees who can drive innovation at the regional level, generate much-needed employment opportunities and uplift grassroots communities.
Spearheaded by DTI’s Regional Operations Group (ROG) Undersecretary Blesila Lantayona and PFA Chairman Chris Lim, the collaboration underscores a shared vision of empowering a new wave of Filipino entrepreneurs, especially those in underserved and remote communities, by tapping into the established systems and mentorship offered by franchising.
The DTI emphasized franchising as a proven and reliable pathway to entrepreneurship, providing access to recognized brands and ongoing support.
Under the MOU, the PFA will take the lead in designing and managing the NxtGen program, curating mentorship opportunities, engaging industry experts and spearheading a comprehensive marketing campaign to maximize program visibility nationwide.
The DTI-ROG will leverage its extensive regional network to identify and nominate promising MSMEs for the program, actively promoting it through its various communication channels and regional events. Both organizations will also collaborate on securing potential sponsors and partners to broaden the program’s reach and impact.
A key component of the initiative will be targeted training programs, workshops and one-on-one mentoring sessions delivered by the PFA to provide participants with practical and business-relevant guidance in franchising. The PFA will also provide the DTI-ROG with complimentary registrations for the prestigious Franchise Asia Philippines Conferences over the three-year period.
Lantayona will serve as the overall search chair for the NxtGen program, working closely with the overall committee chair to continuously refine the selection process. Both the DTI-ROG and PFA emphasized that all program activities will be carried out within their respective mandates and available resources, adhering to government regulations. / KOC