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Trade Secretary Alfredo Pascual (center) delivers his keynote address at the opening of this year’s three-day Franchise Asia Philippines 2023 International Franchise Expo with the theme ‘Fun.Frienship.Franchising’ at the SMX Convention Center in Pasay City on Oct. 27. With Pascual are PFA officers led by president Chris Lim (second from right), chairman Sherill Quintana (third from left), vice chair Ma. Alegria Sibal Limjoco (third from right), Franchise Asia Philippines 2023 Conference and Expo overall chair Joseph Tanbuntiong (left), Franchise Asia Philippines International Expo chair Steve Benitez (right) and World Franchise Council general secretary Simon Bartholomew (second from left).