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Özhan Erem, who began his professional career in the exhibition industry in 1985, said that over the years they realized that running exhibition activities and sectoral publishing together created a strong model for communication and business development. Erem said they published materials aimed at retailers in numerous fields, including hardware, stationery, automotive spare parts, delicatessen products, electronics and household appliances, adding that in the pre-internet era, sectoral information reached target audiences directly through these publications.

According to Erem, the most important advantage of this model was that sector professionals who were contacted throughout the year through publications could meet on the same platform at exhibitions. The accumulation of knowledge, relationships and data over time also led to the emergence of new media and content models.

Expo Channel brought exhibitions and publishing together on the same screen

Erem said that by 2002, the experience accumulated in the fields of exhibition organization and publishing played a role in the decision to establish Expo Channel. He noted that the television channel broadcast on channel 45 of Digiturk and that their goal was to bring exhibitions to wider audiences not only in physical spaces, but also through the screen.

Erem said that through television studios established at exhibition venues and the “Sektör Meydanları” programs, they brought representatives of different sectors together on the same platform, adding that this structure provided them with significant experience in editorial content, promotion and marketing. He also said that thanks to the broadcasting model developed for SMEs, they established contacts with organized industrial zones in different regions of Türkiye and created a business network comprising approximately 1,500 SMEs.

Bayim Olur musun? will bring the franchise ecosystem together for the 24th time

Erem said that the idea for the franchise fair also emerged from this accumulated experience. According to Erem, Bayim Olur musun? – Be My Franchise has evolved over the years from being merely a fair into a broader ecosystem platform that brings franchising brands together with prospective investors. The fair will be held for the 24th time at the Eurasia Exhibition Center in Yenikapı, Istanbul, from October 15 to 18, 2026.

Emphasizing that the franchise model, unlike traditional product dealership, is a system built on standards, an operational structure, brand discipline and a sustainable growth model, Erem said the fair has closely followed this transformation over the years.

“Our most important role is being able to bring the right visitor together with franchising brands. The commercial relationship takes place between the brand and the investor; our task is to bring the right profiles together on the same platform.”

The portal functions as a digital fair throughout the year

Erem said the portal, which has been active for around 20 years within the scope of Bayim Olur musun?, is also an important part of this structure. He stated that brands and prospective investors can connect digitally not only during the fair days but throughout the year. Through brand pages, investor applications and a continuous flow of content, the portal extends the impact of the physical fair across the entire year.

The franchise ecosystem is expanding with new actors

Erem pointed out that the franchise sector no longer revolves solely around brands and individual investors. In the growth process, capital structures, strategic investors, organizations working in mergers and acquisitions, consultants, agencies and technology companies are also becoming increasingly visible parts of the ecosystem.

In this context, the Private Investor Club to be established as part of Bayim Olur musun? 2026 is intended to create new areas of contact between franchise brands and different investment and financial circles. Erem said their aim is not merely to open up the topic of financing, but to make the strategic partnerships, capital and corporate collaborations that brands may need on their growth journey more visible.

Erem also said that conferences and panel programs will have a stronger presence within the scope of the fair, adding that Franchise Market Talks will address topics including branding, investment, international growth, technology, next-generation business models and the future of franchise management together with industry professionals.

Agencies are becoming more visible in the growth chain of franchise brands

Erem noted that although food and beverage is one of the first sectors that comes to mind when franchise is mentioned, the ecosystem has expanded from real estate to service industries. He said that agencies, in particular, have become increasingly important for franchise brands in recent years. He emphasized that professional support in areas such as digital communication, performance marketing, content production, brand positioning and investor communication is critical for brands growing across multiple locations.

The new route for Turkish franchise brands: Global markets

Commenting on the international expansion of Turkish franchise brands, Erem said the process gained momentum through Gulf markets and European countries with large Turkish diaspora populations, while today the Americas, Europe, Turkic republics and Africa form a broader growth map.

Erem said interest in Turkish brands remains strong in markets such as Azerbaijan, Kazakhstan and Uzbekistan, adding that new collaborations are also developing in Africa. He said they attach importance to contacts with the Franchise Forum in Senegal laying the groundwork for mutual and long-term partnership models between Turkish brands and entrepreneurs in Africa.

Call to young entrepreneurs

Erem invited young entrepreneurs to the fair, noting that young people who have completed their education and are considering starting their own businesses will have the opportunity to directly examine different business models, brand structures and investment alternatives at the fair.

“I believe young people will definitely gain new ideas and benefit from the fair while making different decisions along their own paths.”