MANILA, PHILIPPINES – The 17th Philippine SME Business Expo and Conference (PHILSME) – Entrepreneur and Franchise Edition successfully concluded its two-day run at the World Trade Center Metro Manila, gathering 10,000 visitors for a meaningful weekend of learning, inspiration, and connection among entrepreneurs and small and medium enterprises (SMEs).
Held from November 28–29, 2025, this year’s edition showcased a renewed sense of purpose and collaboration within the SME ecosystem. It also drew thousands of entrepreneurs, industry leaders, franchisors, and business decision-makers in what has become the country’s most influential B2B gathering for SMEs.
“This is the 17th edition of PHILSME. What makes this special is that the November edition has merged with the Entrepreneur and Franchise Expo, which means that 20% of the exhibitors are focused on franchising opportunities. We’ve seen requests from exhibitors who want to showcase more opportunities that people can invest in or buy as franchises. That’s what makes this edition different,” PhilSME Chief Executive Officer and Managing Director Trixie Esguerra-Abrenilla told adobo Magazine in an exclusive interview.
She also noted how the expo helped in fostering SME in the country: “While PHILSME is primarily focused on small and medium enterprises, with a few larger ones, it’s built so that when micro-entrepreneurs attend, they gain aspiration, thinking, ‘One day I will be a small enterprise.’ They get ideas, network, and have opportunities to connect with potential investors or new business partners. That’s one way we support them. Aside from that, this platform ensures that almost all industries are represented, giving attendees a wider range of options,” she underscored.
Partnerships: building a robust MSME ecosystem
The expo opened with a high-energy ceremony led by Trixie, together with key government officials and major sponsors. The program gathered leaders from the country’s top enterprises and SME-driven organizations, reflecting PHILSME’s role as a crucial platform for collaboration.
Philippine Department of Trade and Industry Regional Operations Group (ROG) Assistant Secretary Grace Baluyan then delivered the keynote message, emphasizing the government’s steadfast support for the SME sector and the importance of innovation, digitalization, and nationwide accessibility to business opportunities.
“At DTI, under the Secretary’s guidance, we remain deeply committed to empowering every Filipino entrepreneur — wherever you are, whatever your business is. Through our programs [including] Negosyo Center, Shared Services Facility, OTOP, and other Access to Markets, Access to Finance, etc., we are strengthening our support through programs that accelerate digitalization, helping MSMEs leverage technology, reach new markets, and improve efficiency, initiatives for regional enterprise development, ensuring that growth is not just concentrated in big cities, but spread across every region [and] promoting sustainability and inclusive growth, encouraging MSMEs to adopt eco-friendly, socially responsible business models — because prosperity must be shared, and growth must be sustainable,” Grace noted.
She also urged the audience to “go beyond traditional ideas of franchise growth” while emphasizing the importance of franchising in the country.
“Let us explore green, eco-conscious, socially responsible franchise concepts — businesses that not only generate profit, but also protect our environment, empower communities, and contribute to inclusive development,” she said.
Grace added, “Franchising remains a powerful engine of expansion — enabling successful business models to replicate, grow, and uplift communities across regions.
Ultimately, Grace highlighted collaboration, purpose, and sustainability as the pillars of a thriving MSME ecosystem while acknowledging what has been achieved through teamwork, especially via the PHILSME Expo.
“The PHILSME Expo is a testament to what is possible when we join forces: we create a space where ideas converge, opportunities emerge, and enterprises grow,” she said.
“As we look to the future, let us commit to building businesses that are more than profit-making ventures. Let us build enterprises that uplift lives, strengthen livelihoods, protect our planet, and foster inclusive progress. Let us ensure that our MSMEs remain — proudly and powerfully — the heart and soul of our nation’s economic growth. Rest assured that the DTI shall continue to be of service to you in this journey,” Grace concluded.
Furthermore, the expo also drew large crowds as notable business experts and mentors delivered talks rich with insights, practical strategies, and encouragement for entrepreneurs at every stage, solidifying the audience’s perspective on entrepreneurship. These include Francis Kong; Dean Pax Lapid; Jonathan Yabut; Myrna “Mommy Negosyo” Natividad; Reymond’ Boss RDR’ Delos Reyes; Kimberly’ Kimilu’ Lu; and Kween Yasmin.
Corporate speakers enriched the program further such as Toyota Motor Philippines Vice President, Sales Distribution Department – Marketing Division Norman Cloyd B. Sebastian, who emphasized the role of mobility and innovation in entrepreneurial success. GMA International First Vice President and Head of Operations Joseph Jerome Francia, on the other hand, led an uplifting GMA Pinoy TV panel exploring how Filipinos working abroad can take the journey from OFW to entrepreneur in their own right.
Merchant-centric innovations
Speaking to adobo Magazine, GCash B2B Head of Growth Marketing Kathryn Cruz shared valuable insights into how digital finance is transforming the landscape for MSMEs in the Philippines. She emphasized that digital tools like those offered by GCash are making business operations more seamless and efficient than ever before.
“Digital has become a very useful tool for all business owners. Not only is it making everything seamless and efficient, but it’s also democratizing tools for even the smallest businesses in the Philippines. And if I go back to the vision of GCash — not just GCash for Business — it’s really about that: creating opportunities for business owners to access financial solutions, whether they’re just starting or their businesses are still small,” she said.
GCash for business stands out by designing innovative financial tools with merchants at the center. Unlike many complex, traditional solutions in the market, GCash focuses on making its products easy to adopt and intuitive to use. This empowers entrepreneurs to streamline operations and enhance customer experiences effortlessly.
Among their latest innovations are two tools specifically created for MSMEs:
- Sound Pay: A small QR terminal that gives an audible alert for every successful transaction, simplifying payment validation and giving merchants added security.
- Pocket Pay: Allows business owners to accept credit card payments through their phone, eliminating the need for larger, costlier terminals, and empowering small merchants, particularly in bazaar settings, to cater to a broader market.
When asked about hesitance among SMEs to adopt digital payments, Kathryn acknowledged that “complexity remains the greatest barrier.” GCash for business aims to tackle this by ensuring its solutions are affordable, easy to purchase, and intuitive from the start.
“The reason we keep innovating and never stop is because we acknowledge that not all business owners are the same. They have different needs, and we have to cater to the different industries in business,” Kathryn underscored.
Meanwhile, another organization stood out for its commitment to strengthening the country’s food industry through quality, safety, and innovation: the U.S. Poultry and Egg Export Council (USAPEEC).
USAPEEC’s presence at the expo reflected its longstanding commitment to SME development. The organization offers various programs to support partners across the supply chain, including:
- Culinary and technical training
- Product demos and menu ideation sessions
- Business matching with reliable U.S. suppliers
- Educational seminars on food safety and proper handling
For SMEs, these resources translate to stronger operations, safer products, and new menu opportunities, which are key advantages as food businesses navigate rising competition and shifting consumer expectations.
“Partnering with USAPEEC gives Filipino businesses access to training, new ideas, and trusted suppliers,” USAPEEC Program Manager Monica Regaspi told adobo Magazine.
“These elements help them expand, elevate their concepts, and grow sustainably,” she continued.
Monica also lauded how the expo helps USAPEEC and the food industry, stating it gives USAPEEC a platform to reach more Filipino entrepreneurs while showcasing U.S. poultry applications and building partnerships that strengthen the local food industry through innovation and collaboration.
This year’s expo also fostered a community through the PHILSME Business Network New Members Awarding Ceremony and an intimate Networking Night attended exclusively by PHILSME Network members, exhibitors, and sponsors.
The PHILSME Expo ultimately underscored a powerful truth about entrepreneurship today: growth happens when businesses stay open to new ideas, new tools, and new partnerships. Throughout the event, participants and fellow entrepreneurs shared insights, highlighting that innovation is no longer a luxury but a necessity, as Filipino consumers continue to demand better quality, more convenience, and greater value.
The expo also emphasized how collaboration can dramatically accelerate progress. When entrepreneurs connect with mentors, industry experts, and organizations like USAPEEC that offer technical guidance, product knowledge, and global standards in sourcing, they gain an advantage that shortens the learning curve and strengthens their operations. Equally important is the constant need to upskill; The most resilient businesses are led by founders who treat learning as a lifelong commitment.
Above all, the expo served as a reminder that entrepreneurs don’t build alone — they grow within an ecosystem shaped by community, shared insights, and the willingness to adapt.
