亚太特许经营热潮下一阶段增长的趋势

Consumers now put high value on nutrition and self-care.The booming health and wellness focus offers primeopportunities as brands focused on health-consciouslifestyle concepts are rapidly gaining traction acrossAsia Pacific.Rise of health-consciousconsumersF&B remains the most franchised sector in Asia Pacific.Brands in quick service restaurants, coffee chains andcasual dining continue to expand rapidly, especially inSoutheast Asia and China. The sector’s appeal is drivenby low capital entry points, such as kiosks and food carts,growing demand for convenient options, and strongdelivery infrastructures make F&B attractive opportunityfor both franchisors and investors.Tech continues to shape how franchises operate astouchless payment systems, loyalty apps or app-basedordering become the norm. The tech savvy consumermarkets in Asia Pacific are highly receptive to digital-firstexperiences, which lowers the barriers for foreign brandsentering the region. With the right digital infrastructure,tech-forward markets in Asia Pacific offer a strongrunway for new-to-market foreign brands.Food & Beverage stillleads the packDigital transformation andimmersive tech experiences for franchising in Asia Pacific, driven by consumerdemand, regulatory pressure and brand positioning.Consumers, especially younger demographics,are actively choosing brands that demonstrateenvironmental responsibility. Many Asia Pacificjurisdictions are introducing stricter ESG reporting,and some governments offer incentives to supportsustainable business models.and spending habits will help shape a more relevantoffering. Brands that succeed often strike the rightbalance between consistency and cultural relevance,Sustainability asa strategic requirementFocus onlocal adaptation Key ContactsJonathan FlintoftPartner, Sydneyjonathan.flintoft@bakermckenzie.comAndrew SimPartner, Hong Kongandrew.sim@bakermckenzie.comCahyani EndahayuPartner, Jakartacahyani.endahayu@hhplawfirm.comKana ItabashiPartner, Tokyokana.itabashi@bakermckenzie.comAUSTRALIAINDONESIAJAPAN© 2025 Baker McKenzie. All rights reserved. Baker & McKenzie International is a global law firm with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a “partner” means a person who is apartner or equivalent in such a law firm. Similarly, reference to an “office” means an office of any such law firm. This may qualify as “Attorney Advertising” requiring notice in some jurisdictions. Prior results do not guarantee a similar outcomebakermckenzie.comCHINA/ HONG KONG MALAYSIAPHILIPPINESSINGAPORE TAIWANTHAILANDVIETNAM Grace ShaoPartner, Taipeigrace.shao@bakermckenzie.comSivapong ViribusayaPartner, Bangkoksivapong.viriyabusaya@bakermckenzie.comManhHung TranPartner, Hanoitmh@bmvn.com.vn Serene KanPartner, Kuala Lumpurserene.kan@wongpartners.comLuisa Fernandez-GuinaPartner, Quisumbing Torres, Manilaluisa.fernandez-guina@quisumbingtorres.comAndy LeckPrincipal, Singaporeandy.leck@bakermckenzie.comGrace TsoPartner, Hong Konggrace.tso@bakermckenzie.com