Daily TribuneSM remained a trusted constant, creating more ways to celebrate, connect, play, and discover, while evolving alongside how Filipinos now live. That is the heart of ‘My SM’ evolving alongside our customers so every mall feels personal, inclusive, and built around what they love most.”
Kevin Evora
Shopping is no longer the only reason people head to the mall. It has become a place to stay active, discover new food, watch live entertainment, pursue hobbies, and spend time with family and friends. As these habits continue to evolve, SM Supermalls is expanding the role of “My SM” by creating experiences that go beyond retail while keeping the familiarity that generations of Filipinos have come to know.
The first half of 2026 showed how SM continued to adapt to these changing preferences through wellness, entertainment, accessibility, and community-focused spaces. While shopping remains at its core, today’s malls have become places where people can explore new interests, connect with others, and make every visit more worthwhile.
“Filipinos kept showing up for family, passions, and the moments that matter,” said Steven Tan, President of SM Supermalls. “SM remained a trusted constant, creating more ways to celebrate, connect, play, and discover, while evolving alongside how Filipinos now live. That is the heart of ‘My SM’ evolving alongside our customers so every mall feels personal, inclusive, and built around what they love most.”
Made for the way Filipinos live today
That approach can be seen in SM’s growing investment in experiences. Responding to the popularity of active lifestyles, SM strengthened its position as the country’s largest mall-based pickleball destination by expanding to 86 courts across 29 malls. Through SM Active Hub, it also organized community tournaments, including the inaugural Pickleball Trio Challenge, which culminated in its Grand Finals in July. Major running events also continued to draw thousands of participants.
Entertainment remains another key part of the modern mall experience. The opening of the SM Seaside Cebu Arena introduced a world-class venue in the Visayas that can host up to 25,000 guests, with Filipino pop girl group BINI leading its inaugural performance. At SM Cinema, audiences returned for blockbuster and independent releases, while the exclusive ScreenX format offered an immersive way to experience films such as Zootopia 2, Avatar: Fire and Ash, and Spider-Man: Brand-New Day.
SM has also introduced spaces that serve different needs. The SM Sensory Lab, developed with the Department of Social Welfare and Development and the National Council on Disability Affairs, provides a dedicated environment for visitors with sensory processing challenges. Across its network, SM has also completed the rollout of electric vehicle charging stations in all 90 malls, supporting the country’s shift toward cleaner transportation.
Creating new reasons to visit
Dining and retail continue to evolve alongside customer preferences. Enhanced Food Hall concepts provide greater exposure for regional cuisine and local food businesses, while brands such as San Ginés Chocolatería, Super Matcha, Abercrombie & Fitch, and Hollister offer shoppers new choices.
Mall visits have also become more interactive. Through “Gala to the Max,” customers were encouraged to share their own SM experiences, while pop culture events such as the Pokémon Center pop-up at SM Mall of Asia and the sixth edition of Animazing North gave fans more ways to connect with their interests. SM Mall of Asia also hosted the National Historical Commission of the Philippines’ HistoEx 2026, bringing the country’s maritime history to the public through exhibits and talks.
The expansion continues with the opening of SM Zamboanga earlier this year and another mall in
