ASEAN Retail Chains & Franchise Federation (ARFF) was established in 2008 to champion the promotion and development of trade particularly in the retail chains, franchise & tourism and shopping industries within the 10 ASEAN countries + 6 countries (China, Japan, Korea, India, Australia, New Zealand).

The vision of ARFF is “Making ASEAN the world class tourism & shopping paradise.” ARFF aims to simulate the European Union (EU) and to make ASEAN a hotspot for business opportunities by harnessing the collective strength of all countries in ASEAN.

The inception of ARFF was formalized at the ARFF Formation Dinner that was launched by the former Minister of International Trade of Malaysia, Tan Sri Muhyiddin Yassin on 24 May 2008 at Kuala Lumpur Convention Centre

ARFF falls under the auspices of ASEAN Business Advisory Council (ASEAN BAC). ASEAN BAC is mandated by the ASEAN leaders as the official ASEAN linkage:-

To provide private sector feedback and guidance to boost efforts towards economic integration.
To identify priority areas for consideration by the ASEAN leaders.
As ARFF is designated under the tourism category, it has to submit its report card of activities to the 10 leaders of ASEAN countries at the yearly ASEAN Summit as they have keen interest in stimulating the shopping and tourism industries (which retail & franchise fall under) of all the ASEAN countries.

ASEAN BAC appointed Dato’ Dr Chin See Keat as the Chairman of ARFF to head its formation. When the ARFF Malaysia Chapter was formed Dato’ Dr Chin See Keat was elected as its Founding President.

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