Thailand Remains Key Market For Malaysian Franchise Expansion, Says Pernas
By Kenny Teng Khoon Hock
BANGKOK, June 6 (Bernama) -- Malaysia is stepping up efforts to expand its franchise footprint in Thailand, with Perbadanan Nasional Bhd (Pernas) targeting potential sales of RM30 million through its participation in the Thailand Franchise and Business Opportunities (TFBO) 2026 exhibition.
Pernas chairman Datuk Mohamed Rozhan Mohd Ghazalli, who is leading a delegation of Malaysian franchise brands at the exhibition, said Thailand remains a key strategic market for Malaysian franchisors seeking regional expansion.
He said participation in TFBO 2026 provides an important platform for Malaysian companies to establish meaningful business partnerships, explore new market opportunities and strengthen franchise collaboration between Malaysia and Thailand.
"We hope Malaysian brands will be able to penetrate this market successfully. Based on the initial feedback received, participating Malaysian companies are looking at a potential sales target of around RM30 million through opportunities generated at TFBO," he told Bernama in a recent interview.
Mohamed Rozhan said the expansion of Malaysian franchise brands into Thailand would generate mutual benefits for both countries by encouraging investment, creating business opportunities, facilitating knowledge exchange and contributing to economic growth.
"We also encourage participating brands to gain valuable market insights that will support informed and sustainable expansion decisions. This initiative reflects our commitment to advancing Malaysia's aspiration of becoming a leading franchise hub in ASEAN while fostering stronger economic ties between our two nations," he said.
TFBO 2026, being held at the Bangkok International Trade and Exhibition Centre (BITEC) from June 4 to 7, features more than 150 leading franchise brands from over 10 countries and is expected to attract more than 12,000 serious buyers, master franchisees and investors.
Earlier, Malaysian Ambassador to Thailand Datuk Wan Zaidi Wan Abdullah officiated the Malaysian Pavilion organised by Pernas at TFBO 2026, which showcases 10 Malaysian brands from various sectors, including food and beverage (F&B), education, services, laundry, creative industries and children's development services.
Wan Zaidi said the participation of 10 Malaysian exhibitors under Pernas reflects the growing strength, innovation and international appeal of Malaysian franchise brands.
"We are proud to see Malaysian success stories making a meaningful impact in Thailand. Brands such as LaundryBar, which has been operating here for more than six years, together with established names such as Secret Recipe and MR DIY, have demonstrated the potential of Malaysian franchises to thrive in the Thai market.
"More recently, the entry of ZUS Coffee into Thailand further underscores the confidence of Malaysian businesses in this market and serves as an excellent example of successful cross-border expansion and partnership," he said.
He said these achievements reflect the strong economic and people-to-people ties between Malaysia and Thailand.
"We hope this platform will continue to strengthen Malaysia-Thailand economic relations, foster new partnerships and pave the way for more Malaysian brands to expand successfully across the region and beyond," he added.
According to Pernas, the franchise industry contributed more than RM46 billion to Malaysia's economy in 2025, supported by an average annual growth rate of about 15 per cent in recent years.
Malaysia has also set a national target of achieving RM100 billion in franchise sales by 2030, which would require annual growth of approximately eight to 10 per cent.
-- BERNAMA