At the heart of FEM 2025 was the National Franchise Policy (DFN) 2030, which sets a bold vision for positioning Malaysia as a regional franchise powerhouse. The expo’s opening ceremony was officiated by YB Datuk Ewon Benedick, Minister of Entrepreneur Development and Cooperatives, who reaffirmed the government’s commitment to accelerating the growth of Malaysia’s franchise and retail sector.
“Franchise businesses are vital engines of growth for Malaysia’s economy. Platforms such as FEM 2025 not only showcase our home-grown talent, but also position Malaysia as a regional hub for franchising and entrepreneurship,” said Datuk Ewon.
Organised with strategic support from Perbadanan Nasional Berhad (PERNAS), the expo is projected to generate RM120 million in transaction value—a 20% increase from last year—demonstrating heightened interest in franchise ownership and retail innovation.
A Regional Launchpad
For Terry Tay, FEM 2025 Organising Chairperson, this year’s edition is more than a trade show—it’s a clear indicator of Malaysia’s growing influence in regional retail.
“Malaysia is more than a test market—it’s a launchpad for regional success,” he said. “The exhibition’s growth reflects rising interest in franchising and entrepreneurship across ASEAN.”
International participation this year includes prominent master franchisors from Taiwan, China, and—for the first time—Thailand, which brought 10 exciting franchise brands seeking expansion across the region.
FEM 2025’s showcase spans a diverse mix of sectors—from food and beverage, education, and wellness to mini-retail concepts and digital retail tech. The diversity signals a broader shift towards experiential and tech-driven franchise models.
Fueling Digital Adoption Through Strategic Partnerships
One of the key highlights at the expo was the signing of a Memorandum of Understanding (MoU) between the Malaysia Retail Chain Association (MRCA) and the Malaysia Digital Economy Corporation (MDEC). The two-year MoU will drive digital adoption among micro, small, and medium enterprises (MSMEs) by promoting awareness, training, and access to cutting-edge technologies.
Signed by Datuk Dr. Ken Phua, President of MRCA, and Wan Murdani Bin Wan Mohamad, Head of Digital Adoption at MDEC, the partnership aims to equip MSMEs with the tools to thrive in a globally competitive landscape—through AI, IoT, blockchain and more.
Another digital milestone was the collaboration between RHB Bank and MRCA, marked by two MoUs worth over RM200,000. These agreements support MRCA members with complimentary DuitNow QR Sound Boxes and exclusive offers for integrated DuitNow QR POS systems, promoting seamless digital payments and operational efficiency.
Supporting National Agendas and Private Sector Innovation
Endorsed by the Ministry of Tourism, Arts and Culture (MOTAC) as part of the lead-up to Visit Malaysia Year 2026, FEM 2025 aligns national economic aspirations with entrepreneurship and private sector growth.
The expo welcomed new corporate patrons U Mobile and Microsoft, further reinforcing support for MRCA’s mission to drive innovation and digital transformation in the retail and franchise ecosystem.
This year’s sponsors included:
- Nu Vending (Platinum Sponsor)
- Auntea Jenny (Gold Sponsor)
- Xilnex (Silver Sponsor)
- Gintell (Bronze Sponsor)
Since its inception in 2016, FEM has grown into Southeast Asia’s premier regional platform for franchise excellence, retail innovation, and business matching.
