Southeast Asia is fast emerging as a powerhouse in the global franchise landscape. With over 700 million consumers expected by 2030 and GDP growth consistently outpacing global averages, the region is rich with opportunity for brands ready to scale. Urbanization in countries like Vietnam, Indonesia, and the Philippines is fueling a growing appetite for new experiences, driven by a rapidly expanding middle class.
At the center of this boom is Singapore – a politically stable, pro-business hub that’s ideally positioned to lead the way. It’s no surprise global F&B giants such as Shake Shack, Tim Hortons, and Cinnabon – alongside lifestyle brands like New Era, Palladium, and Salomon – are setting up shop. And soon to join the ranks: Chick-fil-A, launching in Singapore in late 2025.
Gateway to ASEAN growth
Singapore is increasingly seen as more than just a testing ground for global brands – it’s becoming a strategic launchpad into the wider ASEAN market. With a multilingual workforce, solid intellectual property protection, and free trade agreements with neighboring countries, Singapore provides a low-risk, high-reward environment for franchise operators.
On top of that, franchisors can take advantage of government support through programs like Enterprise Singapore’s Market Readiness Assistance (MRA) grant, which helps brands cover the costs of expanding abroad, including market entry consultancy, promotion, and business matching.
These policies make Singapore an ideal springboard for international growth. That’s where Franchising & Licensing Asia (FLAsia) 2025 comes in.
“Singapore provides a low-risk, high-reward environment for international franchise operators, making it a strategic launchpad into the wider ASEAN market.”
As the region’s top platform for franchise and licensing opportunities, FLAsia brings ambitious brands together with serious investors, business owners, and master franchisees, offering tailored networking, knowledge exchange, and direct access to Asia’s booming markets. The 2025 edition will be a milestone event – marking the 20th edition – and is set to take place from 18–20 September 2025 at Marina Bay Sands, Singapore.
“Singapore’s strategic location and robust business fundamentals make it an ideal launchpad for international franchises looking to expand in Asia,” said Mr. Chua Wee Phong, Group Chief Executive Officer of Constellar, organiser of FLAsia. “FLAsia is a proven platform for new opportunities, connections, and partnerships, and an essential springboard for brands into the region.”
“FLAsia is a cornerstone platform for strengthening our franchising and licensing ecosystem through collaboration, innovation, and knowledge-sharing,” added Mr. Gan Shee Wen, President of the Franchising and Licensing Association (FLA) Singapore.
What the exhibitors say
- Dian Xiao Er (Singapore): “The response (at FLAsia 2024) has been phenomenal, with keen Interest from across Southeast Asia… It’s heartening to see visitors from Indonesia, Malaysia, and across Southeast Asia showing keen interest in franchise opportunities. We’re excited about future opportunities and look forward to joining FLAsia 2025.”
- Yau Gan Mala Tang (China): “FLAsia 2024 has been an excellent platform for Yau Gan Mala Tang. The event exceeded our expectations, helping us secure many leads, including around 100 quality ones, with strong footfall even on the final day.”
- Avex Asia Pte Ltd (Japan): “FLAsia 2024 has been an incredible platform for us to explore growth opportunities in the region. As a Japanese company specialising in character licensing, we see great potential in connecting with businesses across Asia.”
Rise of licensing in Asia
Licensing is fast gaining ground as a strategic growth route in Asia, offering brand owners a powerful way to monetise their intellectual property (IP) – from characters and trademarks to digital content and storylines. Compared to franchising, licensing allows even more flexibility and faster market entry with lower capital requirements.
Asia’s strong appetite for branded content, especially in entertainment, fashion, and sports, is fuelling demand for this model. Cross-cultural appeal – from anime and K-pop to regional digital IPs – makes licensing an ideal model for brands seeking resonance across diverse markets.
A notable example is The Walt Disney Company, whose licensing business in Asia now contributes nearly 40% of global consumer products revenue. In China, Disney has launched a cross-border initiative to help local brands distribute Disney-licensed products internationally while also supporting global brands entering the Chinese market.
A standout example of character licensing momentum in ASEAN is the partnership between Japan based Spiralcute International and Singapore-headquartered Pacific Licensing Studio (PLS). Spiralcute, known for building heartfelt character brands, has appointed PLS as its first licensing agent for Southeast Asia. The collaboration will see popular Japanese characters such as Mofusand, Chikwawa, and Koupen Chan expanded across categories including apparel, stationery, toys, health and beauty, F&B, and digital platforms.
Opportunities for investors
- Southeast Asia’s millennials, Gen Z, and growing middle class are driving demand for services in beauty & wellness, education, F&B, and tech.
- By 2030, Gen Z will account for 23.2% of the global population, spending an estimated US$12 trillion.
- Asia contributes to over 30% of global franchises, with markets like China and Southeast Asia leading the charge.
- FLAsia 2025 connects franchisors with global growth opportunities and provides valuable insights and networking. 2024’s edition with near 100 exhibitors saw close to 4,000 attendees from over 53 countries and regions, with at least 20% of attendees being international buyers.
The licensing advantage
FLAsia 2025’s new Licensing Village responds to this momentum, providing a dedicated platform for licensors and IP owners to connect with partners, strike deals, and explore regional collaborations. In a digital-first era, licensing is increasingly extending into virtual goods, gaming environments, and the metaverse, with Asia-Pacific leading this transformation.
Startups and SMEs, especially those with niche IPs, also find licensing to be a practical way to go global without large-scale operations. Whether it’s a fitness influencer licensing training programs to regional gyms or indie illustrators turning characters into branded merchandise, FLAsia’s Licensing Village offers a stage for innovation.
“Asia is fast emerging as a leading growth market for international food and beverage brands, driven by rising consumer demand, urbanization, and franchise-friendly business environments.”
Hotspot for F&B expansion
Asia is fast emerging as a leading growth market for international F&B brands, driven by rising consumer demand, urbanization, and franchise-friendly business environments. Krispy Kreme has expanded through master franchise partnerships across Asia, including a standout collaboration with Lotte in South Korea. As Josh Charlesworth, president and CEO of Krispy Kreme, notes: “The franchise model is the most capital-efficient approach for the company to expand abroad.”
Another example is Chick-fil-A, the largest quick-service chicken chain in the U.S., set to open its first outlet in Singapore in late 2025 marking its Asian debut. Known for its freshly prepared food and signature hospitality, Chick-fil-A’s expansion highlights Singapore’s role as a strategic launchpad for global brands entering the region.
The franchise industry in Asia
- 30% of global franchises come from Asia-Pacific – the largest franchise market in the world.
- China: 4,000+ franchise brands, 500,000+ outlets
- Taiwan: 20% increase in brands since 2010
- Japan: 1,500+ brands, 240,000+ outlets
- India: Franchise market growing at 30–35% YoY, reaching US$100B by 2024
- Korea: 50%+ growth in franchise brands since 2010
Emerging sectors: education, wellness and digital franchising
Beyond F&B, education and wellness franchises are rapidly gaining traction across Southeast Asia. Demand for enrichment classes, tuition centers, wellness spas, and boutique fitness studios is surging – particularly in urban hubs like Kuala Lumpur, Jakarta, and Bangkok.
Franchise brands in edtech and early childhood education are actively expanding into markets like Vietnam and Thailand. Meanwhile, wellness and health-conscious lifestyle concepts – such as Pilates studios, vegan cafés, and mindfulness centers – are attracting the attention of younger franchisees and investors.
Digital franchising is another promising sector. Tech-enabled service models such as virtual tutoring, app-based fitness coaching, and digital marketing agencies are helping franchisors scale with minimal brick-and-mortar presence.
As Southeast Asia powers ahead with bold ideas, vibrant brands, and a new wave of entrepreneurs, FLAsia 2025 is the region’s definitive launchpad. For any brand eyeing global growth, Singapore should not just be viewed as a destination – it’s the beginning of the story.
Hawkerpreneurs: Asia’s emerging entrepreneurial force
The hawkerpreneur movement is transforming Singapore’s F&B scene. Young entrepreneurs are reinventing hawker stalls into booming businesses, driving the future of food franchising, expanding Singapore’s culture worldwide, and offering fresh, exciting routes to success:
Singapore’s rich hawker culture, widely recognised as an UNESCO Intangible Cultural Heritage, is undergoing a major transformation. What was once a vibrant street food scene rooted in tradition is now being reimagined by a new generation of young entrepreneurs: the hawkerpreneurs. These innovators are combining the time-honoured art of hawker cooking with modern business practices, often using social media, digital marketing, and fresh business models to expand locally and globally.
“Young entrepreneurs are reinventing hawker stalls into booming businesses, driving the future of food franchising.”
Hawkerpreneurs are primarily young, dynamic individuals passionate about food but also deeply entrepreneurial. They are breathing new life into Singapore’s hawker stalls by elevating their offerings to meet modern consumer demands while staying true to their culinary heritage. These hawkerpreneurs are crucial players in the growing F&B franchise ecosystem in Singapore and beyond. Their businesses are not only reshaping the way Singaporeans experience local cuisine but also creating valuable opportunities for international expansion through franchising.
The rise of hawkerpreneurs has been driven by several key factors, most notably the growth of social media and the increasing influence of digital platforms. These young entrepreneurs use Instagram, TikTok, and other social platforms to showcase their food, connect with a younger audience, and build brand loyalty. This digital-savvy generation has a strong understanding of the power of online marketing, which has played a pivotal role in amplifying the reach of their businesses.
But hawkerpreneurs aren’t just capitalising on social media – they’re also pushing the boundaries of innovation. They are offering new twists on traditional dishes, introducing modern concepts like gourmet street food, fusion cuisines, and premium versions of local classics. This innovation appeals to both local and international customers, helping their businesses to stand out in a crowded marketplace.
“Hawker Chan has expanded globally, with over 30 outlets around the world, thanks to the success of its franchising model.”
A key characteristic of hawkerpreneurs is their willingness to embrace change while respecting tradition. While they innovate, they remain grounded in the core values of hawker food culture – affordability, quality, and authenticity. This unique balance has helped them capture the attention of not just local food lovers, but also global investors and food enthusiasts eager to experience authentic Asian street food.
Several hawkerpreneurs have made their mark both in Singapore and abroad. For instance, Hawker Chan, founded by Chef Chan Hon Meng, is a global sensation. Originally a humble hawker stall, it gained international fame when it became the first street food stall to earn a Michelin star in 2016. Today, Hawker Chan has expanded globally, with over 30 outlets around the world, thanks to the success of its franchising model.
Similarly, Ashes Burnnit, a hawker stall offering gourmet charcoal-bun burgers, has expanded from a single location in Singapore to multiple outlets, including an international presence in New York City’s Urban Hawker food hall. CRAVE, born from a collaboration between two popular Singaporean hawker brands, now boasts over 40 outlets across Singapore.
These examples are only the tip of the iceberg. Many other hawkerpreneurs are leveraging franchising as a vehicle for growth, with the potential to bring Singapore’s hawker culture to a global audience.
“Franchising & Licensing Asia (FLAsia) 2025 is poised to provide a significant platform for hawkerpreneurs looking to expand their businesses.”
The combination of affordable and unique dining experiences with a deep sense of cultural identity creates immense appeal for international markets. The growing trend of ‘food tourism’ also supports this expansion, as food lovers across the globe seek out new, authentic dining experiences.
Franchising & Licensing Asia (FLAsia) 2025 is poised to provide a significant platform for hawkerpreneurs looking to expand their businesses. With the rise of hawkerpreneurs, FLAsia has recognised the unique opportunity to showcase the next generation of Singaporean hawker brands.
For the first time in 2025, the event will feature the Hawkerpreneur Zone, designed to spotlight promising hawker brands eager to scale their operations. This is a major milestone, offering hawkerpreneurs a direct link to potential investors, franchise partners, and regional buyers who can help take their businesses to the next level.
Further information
Franchising & Licensing Asia (FLAsia) 2025 takes place 18-20 September at Marina Bay Sands, Singapore. New features include Country Pavilions showcasing emerging concepts from
South Korea, Malaysia, and Singapore; a Licensing Village, Hawkerpreneur Zone, and the FLAsia Knowledge Arena including international franchising experts, licensing consultants, IP lawyers, and success stories from across the region.
Investor Speed Networking is a fast-paced matchmaking session connecting exhibitors with interested investors and master franchisees, and the Franchise Pitch Stage allows emerging brands to pitch their concepts live to a panel of investors and industry experts.
To find out more, visit www.franchiselicenseasia.com or contact the organisers.
