Daily TribuneSM Supermalls mustered some 48,000 volunteers to remove more than 200,000 kilograms of beach trash and marine debris on ICC Day.
Thousands come together at the flagship site SM By the BAY to lead the nationwide International Coastal Cleanup 2025, clearing the shores of Manila Bay and inspiring collective responsibility for a waste-free future.
A sea of over 48,800 volunteers nationwide, standing up for the environment during International Coastal Cleanup 2025, collecting an impressive 200,000 kilograms of trash. Through the #SMGreenMovement, SM Prime champions sustainability by focusing on waste management, water stewardship, and energy efficiency — empowering communities to create lasting, shared prosperity through simple everyday actions.
In Cagayan Valley, community volunteers cleanup at SM City Tuguegarao.
At SM City Lucena Young participants make a powerful gesture for global change.
A volunteer at SM City Mindpro in Zamboanga.
Bicolanos come together at SM City Daet to show that they can create a big impact for the environment.
SM Supermalls’ Waste-Free Future vision has given a new dimension to the Filipinos’ bayanihan spirit of communal unity, cooperation and mutual help.
Now mirroring the iconic bayanihan symbol of people carrying and moving a nipa hut on their shoulders are volunteers cleaning up beaches of plastics and other waste. That picture of bayanihan by the bay was replicated across the country during the local observance of the International Coastal Cleanup 2025 (ICC), the world’s largest volunteer effort for ocean health.
SM By the Bay served as SM Supermalls’ flagship site for the annual ICC with thousands of volunteers clearing Manila Bay’s shoreline of marine debris on 27 September.
Simultaneous with the SM By the Bay cleanup were the collection of trash by thousands of employees from SM City Olongapo Central, SM City Tuguegarao, SM City Lucena, SM City Daet, SM City Bacolod, SM City Puerto Princesa, SM CDO Downtown, SM City Cagayan de Oro, SM City Mindpro in Zamboanga and 18 other SM stores nationwide. Together, the malls mustered an estimated 48,000 volunteers to remove more than 200,000 kilograms of beach trash and marine debris on ICC Day.
SM malls became community hubs where over 500 groups — spanning private organizations, government agencies, non-government organizations, schools, civil society and local communities — also provided thousands more volunteers to help in the cleanup of the country’s waterways.
This year’s ICC coincides with SM Supermalls’ 40th anniversary, underscoring the company’s long-term commitment to sustainability and community collaboration through its #SMWasteFreeFuture campaign. The cleanup also forms a major part of the SM Green Movement, which integrates environmental, social, and community initiatives into SM’s programs.
SM Supermalls president Steven T. Tan says the Waste-Free Future vision empowers communities and champions responsible waste management, recycling, and circular practices, making them a part of everyday life, through simple, everyday actions.
Tan adds that every volunteer embodies the true spirit of bayanihan by “lifting not just waste from our shores, but lifting each other toward a higher standard of care for our common home.”
Partner organizations also underscored the value of collaboration.
“Working with SM Cares amplifies the impact of ICC by providing venues, mobilizing volunteers, and connecting diverse groups for one shared mission: protecting marine biodiversity,” says Marilou G. Erni, chief of staff and supervising undersecretary for strategic communications of the Department of Environment and Natural Resources.
SM Cares, the corporate social responsibility arm of SM Supermalls, has been a consistent partner of ICC for years, growing the initiative in scale and influence.
This year, as ICC also marks its 40th anniversary, SM continues to be recognized as its largest private sector partner in the Philippines — demonstrating how private-public partnerships can accelerate progress toward a more sustainable future.
For volunteer participant Marife Rapa of WSAudiology Philippines Corp., joining the cleanup made her realize that every small action counts.
“Seeing thousands of people — students, families, co-workers — all working together for the same cause gave me hope that we can build a cleaner, healthier future for the next generation,” she says.
Through efforts like coastal cleanups, SM Supermalls continues to strengthen its role as a community builder — creating malls that are more than destinations for leisure and shopping, but hubs where citizens can come together to shape a waste-free, sustainable tomorrow.
