Asia's franchise market this week.
Weekly news and analysis on brand expansion, master franchise deals, resales and market moves across Asia. Every story links to its sources.
Two doors into Southeast Asia: a five-unit development agreement and a licensing gate
This week produced one deal and one date: Freddy’s five-unit Philippines agreement on 5 October, and Vietnam’s Decree 342 taking effect on 18 October. Read together they describe the two things that now decide a Southeast Asia entry: the contract shape you choose, and the vehicle you are allowed to use.
Vietnam’s new licensing decree takes effect 18 October: what changes for brands entering through a local vehicle
Decree 342/2026/ND-CP, signed 3 September 2026 and effective 18 October 2026, sets the licensing framework for goods trading by foreign investors and foreign-invested enterprises in Vietnam. Retail distribution sits inside the licensed perimeter, which reaches most master franchise structures.
Freddy’s signs its first Southeast Asia deal: five units in the Philippines with OMG Holdings
Announced on 5 October 2026, the five-unit development agreement with OMG Holdings OPC is Freddy’s first in Southeast Asia, with the first restaurant anticipated in 2027. The brand operates more than 580 locations across the United States and Canada.
Selling control while keeping the upside: what Jollibee sell-down teaches Asian franchise partners
A group gave up operating control of a profitable 1,062-store chain and kept 49%. Control and economics are separable, and in Asian franchise deals deciding which one you actually need is the harder question.
Jollibee sells down to 49% of Highlands Coffee at a $800 million valuation and calls it portfolio management
The Philippine group sold 11% for about $88 million, dropping from 60% to 49% and giving up operating control of a 1,062-store chain whose Q2 system revenue rose 46.7%.
Korean chicken brands go out on master franchise: bhc opens Vietnam with a Singapore-based partner
bhc opened its first Vietnamese store on 12 September 2026 under a master franchise deal with Singapore-headquartered Hao Open Foods, targeting 50 stores in ten years. The brand runs 2,300+ stores globally and 51 across 10 countries outside Korea.
Four ways to buy time: what this week deals reveal about franchise structures in Asia
Central Retail spends its own capital, bhc sells development rights, Mixue prunes its network and Saeki trains managers years ahead of opening. Four structures, one shared constraint: time.
A Japanese retailer builds managers before stores: Saeki plans 100 outlets in Vietnam
Saeki Selva Holdings, which runs 56 stores in Japan, plans its first Vietnamese store in Ho Chi Minh City within three years and a 100-store network, training Vietnamese staff in Japan for at least three years first.
Mixue shows the other side of scale: 428 fewer overseas stores, profit up more than 33%
Mixue international network shrank by about 428 stores during 2025, concentrated in Vietnam and Indonesia, while revenue and net profit both rose more than 33%. Relocated stores averaged around 1.7 times higher revenue.
Thai retail capital doubles down on Vietnam: Central Retail to add up to 37 stores by 2028
Central Retail has invested more than THB49 billion in Vietnam and plans 10-12 more GO! hypermarkets plus 23-25 mini go! supermarkets by 2028, on a base of more than 300 malls and stores across 26 provinces.