The SM Seaside Cebu Arena, a world-class events venue with a capacity of up to 25,000 guests, strengthens the Visayas’ entertainment landscape by hosting large-scale concerts, sporting events, exhibitions and other major gatherings.
Photographs courtesy of SM
Players compete on one of the pickleball courts at SM Supermalls, which has rapidly expanded its nationwide network of courts to meet growing demand for the sport and promote active lifestyles.
SM Supermalls reported sustained foot traffic and positive business performance in the first half of 2026, attributing the momentum to changing consumer preferences centered on wellness, entertainment, dining, and community experiences.
The mall operator, the retail arm of SM Prime Holdings Inc., said three key trends have shaped customer behavior this year: the expansion of recreational and inclusive spaces, the introduction of new retail and dining concepts, and greater engagement through events and community-driven activities.
SM Supermalls president Steven Tan said the company continues to adapt to evolving consumer lifestyles.
“Filipinos kept showing up for family, passions, and the moments that matter. 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,” Tan said.
Among its initiatives, SM expanded its pickleball facilities to 86 courts across 29 malls, strengthening its position as the country’s largest mall-based pickleball destination while hosting community tournaments under the SM Active Hub program.
The company also broadened its entertainment offerings with the opening of the SM Seaside Cebu Arena, a venue capable of accommodating up to 25,000 guests, while its cinemas continued to attract audiences through blockbuster releases and its ScreenX cinema format.
To support inclusivity and sustainability, SM launched its first SM Sensory Lab in partnership with the Department of Social Welfare and Development and the National Council on Disability Affairs. It also completed the rollout of electric vehicle charging stations across all 90 SM malls nationwide.
The mall operator likewise expanded its Food Hall concepts and introduced new international and local retail brands, including San Ginés Chocolatería, Super Matcha, Candid Coffee, Abercrombie & Fitch and Hollister, as part of efforts to diversify customer offerings.
On the marketing front, SM said its “Gala to the Max” campaign generated tens of millions of video views by encouraging mallgoers to share their experiences on social media. The company also hosted pop culture events, including Pokémon Center pop-ups, Animazing North, and the National Historical Commission of the Philippines’ HistoEx 2026 exhibition.
SM Active Hub also continued to promote fitness through large-scale running events, including the Galaxy Manila Marathon along EDSA and the SM2SM Run in Cebu.
Looking ahead, SM said it plans to continue expanding its retail footprint after opening SM Zamboanga in the first quarter, with an upscale mall in Nuvali, Sta. Rosa scheduled to open before the end of the year.
