There is a certain kind of magic that sweeps across the Philippines once the –ber months roll in. The air shifts, jeepneys hum Christmas melodies, and families begin gathering around videoke machines as if singing were our unofficial national sport. This year, Kultura takes that love for music and the joy of the season to a whole new level with Himig ng Pasko, a week-long Christmas market that transforms the SM Mall of Asia Main Mall Atrium into a nostalgic, retro-inspired holiday haven from 17 to 23 November. Co-presented by Mastercard, the event opens its doors to all — no tickets, no passes — just pure Christmas charm woven with Filipino creativity and culture.

The festivities officially open on 17 November with a media launch hosted by Sam YG, complete with exciting prizes from Brasserie on 3 at Conrad Manila and Lanson Hotel. The afternoon culminates in an exclusive live set by rising OPM band Solace Out The Door, setting the perfect tone for a celebration where music is the very heartbeat of the experience. Throughout the week, Himig ng Pasko brings a vibrant lineup of performances — alternative R&B artist Carm on 21 November, the electrifying Brigada Marching Band on 22 November, and fan-favorite hip-hop artist Shnti on 23 November — keeping the Christmas spirit alive through every beat.

At the heart of the market is the Audiophilia Booth, a nostalgic corner where visitors can sink into retro bliss. Authentic vinyl records spin classic OPM and festive tunes while coffee brews in the background, creating a warm sonic sanctuary for music lovers. Collectors can even bring home their favorite vinyl finds, making it a thoughtful place to discover gifts for the sentimental and the soulful.

The market’s shopping experience is designed to be as indulgent as it is inspiring. Foodies can enjoy tasting local delicacies — award-winning ube cream liqueur, holiday chocolates, tablea, cookies, and plant-based snacks that make perfect stocking stuffers. Fashion enthusiasts and homemakers can explore handwoven clothing, sustainable beauty products, eco-friendly décor, and curated holiday exclusives. A personalization booth offers custom bags and souvenirs for those who want to add a meaningful touch to their gifting tradition.

Shoppers are treated to surprises through The Gift Tree, where a minimum single purchase of P10,000 earns them a special envelope prize. Generous discounts also await: a P300 voucher for purchases worth P6,000, a 10 percent discount for Mastercard users in all stand-alone Kultura stores throughout November, complimentary Kultura totes for purchases above P5,000, and a special one-day event on 21 November where all purchases are exclusive to Mastercard.

Himig ng Pasko carefully curates categories that celebrate local excellence—food selections from bean-to-bar chocolates to artisanal snacks, fashion that highlights sustainable craftsmanship, home and personal care products rooted in natural and local ingredients, and holiday and souvenir collections that make Christmas gifting beautifully effortless.

More than a market, Kultura’s Himig ng Pasko is a celebration of Filipino heritage, craftsmanship, and the festive spirit that unites us. It is where music meets memory, where shopping feels like a warm community gathering, and where visitors can embrace the joy of the season in every corner. Bring family and friends to the Main Mall Atrium at SM Mall of Asia from 17 to 23 November, and experience the holidays wrapped in song, culture, and unmistakably Filipino cheer.