Four individuals, (from L to R) Executive Director of the Philippine Franchise Association (PFA) Mr. Jake Santos, PFA Chairman Mr. Chris Lim, DTI Regional Operations Group Supervising Head – Usec. Blesila A. Lantayona, and Bureau of Small and Medium Enterprise Development – Trade and Industry Development Specialist Mr. Joseph Ronald M. Reyes, stand behind a table. Two of them are holding up a signed document, likely the memorandum of understanding between DTI and PFA. There are folders and pens on the table, suggesting a signing ceremony. The setting appears to be an office or conference room with vertical blinds in the background.
From L to R: Executive Director of Philippine Franchise Association (PFA) Mr. Jake Santos, PFA Chairman Mr. Chris Lim, DTI Regional Operations Group Supervising Head – Usec. Blesila A. Lantayona, Bureau of Small and Medium Enterprise Development – Trade and Industry Development Specialist Mr. Joseph Ronald M. Reyes

Quezon City, Philippines—The Department of Trade and Industry (DTI) and the Philippine Franchise Association (PFA) signed a three-year memorandum of understanding (MOU) on April 30. This memorandum will facilitate the implementation of the NxtGen in Franchising Philippines program from 2025 to 2027.

This program is designed to equip micro, small, and medium enterprises (MSMEs) with the essential tools, resources, and sustained support needed to succeed in today’s competitive business landscape.

Spearheaded by DTI’s Regional Operations Group (ROG) Undersecretary Blesila Lantayona and PFA Chairman Mr. Chris Lim, this collaboration demonstrates their shared vision of empowering MSMEs through the dynamic and inclusive franchising model and boosting new avenues for aspiring Filipino entrepreneurs nationwide.

The DTI emphasizes that franchising continues to be a reliable route for entrepreneurship, providing access to established systems, mentorship, and market recognition. Through the NxtGen in Franchising Philippines program , the DTI-ROG and PFA are strategically focused on extending these advantages to promising changemakers, particularly those in underserved and remote communities.

Under the MOU, the PFA will lead the design and management of the NxtGen in Franchising Philippines 2025–2027 program. This will include the collaboration with mentors, industry experts, and partners to guide participants throughout their journey.

The PFA will also spearhead a comprehensive marketing and promotions campaign to broaden program visibility through social media, email blasts, and national events, with the DTI-ROG recognized as an Event Partner across all promotional channels, websites, and marketing collaterals related to the annual search.

Beyond program delivery and outreach, the PFA will further deliver targeted training programs, workshops, and one-on-one mentoring sessions to ensure participants receive practical and business-relevant guidance.

The PFA will also grant the DTI-ROG two complimentary registrations for the Franchise Asia Philippines Conferences from 2025 to 2027.

On its part, the DTI-ROG will leverage its extensive regional network to identify and nominate qualified candidates for the NxtGen search. The agency will also actively promote the program to MSMEs through its communication channels and regional events.

To enhance the program’s impact, the DTI-ROG will contribute relevant data, expertise, and industry connection, working closely with the PFA to secure potential sponsors, partners, and collaborators for broader reach.

As the Overall Search Chair for the NxtGen in Franchising Philippines 2025-2027, Undersecretary Lantayona will coordinate closely with the Overall Committee Chair to continuously improve the search mechanism.

Both the DTI-ROG and the PFA pointed out that all program activities will be implemented within their respective mandates and priorities, subject to available resources, and in compliance with applicable government rules and regulations. These shared responsibilities reflect a commitment to good governance, transparency, and diligent partnership.

Ultimately, this landmark partnership aims to cultivate a new generation of franchisors and franchisees capable of driving regional innovation, generating employment opportunities, and uplifting grassroots communities. By fostering an enabling ecosystem for entrepreneurship, the NxtGen in Franchising Philippines program seeks to contribute directly to the broader national goal of inclusive, sustainable economic growth and a more resilient MSME sector under the “Bagong Pilipinas” agenda. ♦

Date of Release: 05 May 2025

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