Printer demand in the Philippines continues to grow despite the shift to digital services, with Brother Philippines citing sustained market expansion driven by business use and regulatory requirements as it marks its 25th year in the country.
Glenn Hocson, president of Brother Philippines, said the local market remains heavily skewed toward ink-based printers, which account for about 90% of demand.
“In the Philippines, it’s still growing. A lot of people don’t believe that it’s still growing, but the numbers are showing,” Hocson said in an interview.
He said digital adoption has reduced front-end printing but shifted demand to back-end processes.
“Earlier, my example is the airline ticket. You don’t print anymore… however, at the back end, they still need to print the reports,” he said.
Regulatory requirements also continue to support demand for printing and scanning, particularly in government transactions and court processes.
“What really happened is less paper, but not paperless,” Hocson added.
Brother Philippines entered the local market in 2000 and has since expanded into a nationwide operation with offices in multiple cities, including Cebu, Davao, Iloilo, and Zamboanga.
The company said it has grown into a multibillion-peso business, supported largely by demand from small and medium enterprises (SMEs), which use its printers, embroidery machines, and labeling systems for day-to-day operations.
Its SME-focused programs, such as training caravans for embroidery businesses, have helped drive adoption among small entrepreneurs, particularly in the garments and customization sector.
Beyond printing, the company is expanding into adjacent product segments, including cooling systems. It recently introduced its PureDrive spot cooler, which uses evaporative technology for industrial and high-density environments.
“It is an augmentation to the air conditioner,” Hocson said.
Brother is also pushing into specialty printing, including sublimation printers used for customized merchandise such as apparel and corporate giveaways.
The company is set to open its eighth branch in Zamboanga City, with another planned in North Luzon within the year, as it continues to expand its regional presence.
Hocson said the Philippines remains one of the company’s top markets in Southeast Asia.
“For Brother, number one is Thailand, then the Philippines,” he said.
