The new Lawson Makati flagship marks the Japanese convenience store brand’s 20th shop in the Philippines.

The store, located at 6789 Tower on Ayala Avenue, the heart of Makati’s CBD, is further evidence of a ramping up of competition in the burgeoning convenience store sector in the nation.

The Philippines is the brand’s fifth overseas location, after China, Thailand, Indonesia and Hawaii.

Lawson president and CEO Gen Tamatsuka said there are plans to open 50-100 Philippine branches in 2016.

Lawson entered the Philippines in 2015 through a partnership with supermarket company Puregold Price Club. Puregold investor relations head John Hao said the company has allocated P450 million (US$9.74 million) for Lawson’s expansion this year.

Other major players in the convenience store business in the country are 7-Eleven (operated by Philippine Seven), Ministop (Robinsons Retail), Family Mart (Ayala Land and SSI), and Alfamart (SM Group).