K-Franchise Seeks to Expand Overseas Presence Using Singapore as a Launchpad

KOTRA Hosts Korea Pavilion at Singapore Exhibition
Eight Brands Participate, Including Momstouch, Paris Baguette, and Saladay

Following the global boom of K-consumer goods such as K-beauty and K-food, domestic franchise companies are now seeking to expand their overseas presence by using Singapore — a key hub in the ASEAN market — as a stepping stone.

The Korea Pavilion at the Singapore Franchise & Licensing Expo, held in Singapore from the 13th to the 15th. KOTRA

The Korea Trade-Investment Promotion Agency (KOTRA) announced on August 13 that it is operating the Korea Pavilion at the "Franchising & Licensing Asia" (FLAsia) exhibition in Singapore through August 15, with the participation of eight domestic franchise companies.

Marking its 21st edition this year, FLAsia is a leading B2B exhibition for service-specialized companies in the ASEAN region, hosted by the Singapore Franchise Association. Each year, the event attracts more than 4,500 professionals from the distribution and food service industries across over 50 countries.

Singapore is considered a high-income nation, with gross national income (GNI) per capita reaching approximately $81,760 as of 2025. Over 90% of its food consumption relies on imports, making local consumers highly familiar with international franchise brands. Boasting a diverse population of ethnic Chinese (about 74%), Malays (about 14%), and Indians, along with a flat corporate tax rate of 17% and a well-developed legal framework for intellectual property rights, Singapore is evaluated as the optimal test-bed for entry into the broader ASEAN market.

According to a fact-finding study by the Korean government, Singapore ranked as the second most preferred ASEAN destination for domestic food service companies. Alongside the United States, Vietnam, Japan, and the Philippines, Singapore is among the top five countries that have seen continuous growth in Korean food service brand entries for the past three consecutive years.

The Korea Pavilion at this exhibition features eight leading domestic food and franchise brands: Delibio (Yogurt World), Momstouch & Company (Momstouch), Saladay (Saladay), Okdoenjang F&B (Okdoenjang), YGGR (Lazy Yogurt), Paris Croissant (Paris Baguette), PSP F&D (Crown Hof), and Hongik (Hongik Donkatsu), occupying a total of eight booths (72 square meters). Notably, Momstouch and Paris Baguette are brands already expanding in the ASEAN market, and they are considering further expansion using Singapore as a regional base through this event.

To ensure the successful local entry of franchise businesses, KOTRA will co-host a "Franchise Market Entry Strategy Seminar" with the Singapore Franchise Association during the exhibition period, organize on-site visits to promising local commercial districts, and provide special lectures by leading Korean franchise operators.

A representative from one of the participating companies in the Korea Pavilion stated, "By joining ASEAN's leading franchise exhibition, we aim to establish practical networks with local buyers and partners, demonstrate our brand’s competitiveness, and expand throughout ASEAN, starting with Singapore."

Myeonghee Kim, Executive Vice President and Head of the Industrial Innovation Growth Headquarters at KOTRA, said, "As K-consumer goods have generated sensational responses worldwide and emerged as the new export powerhouse, the next beneficiary of K-culture could be the franchise service industry. We will do our utmost to provide follow-up support, so that service exports can achieve results and spread from this pivotal ASEAN market, the heart of K-culture expansion."

This content was produced with the assistance of AI translation services.