SM Supermalls is expanding beyond traditional retail as it develops destinations and activities focused on dining, entertainment, wellness, culture and community experiences.

The mall operator, which recently opened its 90th Philippine mall, SM City Zamboanga, is preparing to open SM Nuvali in November. The South Luzon destination will feature an eat-and-play concept and an LED cinema screen experience that SM said will be the first of its kind in the country.

In the Visayas, the newly opened 25,000-seat SM Seaside Cebu Arena is positioned as a venue for major concerts and entertainment events.

SM also cited the growing popularity of active and cultural activities across its properties. More than 40,000 runners participated in the Galaxy Manila Marathon and SM2SM Cebu events this year, while 102 pickleball courts are now operating across 32 malls nationwide.

The company said its tenant footprint grew 4 percent in the first half of 2026 to more than 23,000 tenants nationwide, with food, leisure and lifestyle concepts driving demand.

“Food, leisure, and lifestyle concepts are leading the demand right now,” said Hanna Carinna T. Sy, senior assistant vice president for marketing and leasing at SM Supermalls. “We’re actively curating a mix that keeps shoppers staying longer, discovering new brands, and coming back more often.”

SM Supermalls also launched SM SuperMakers, a creator community on TikTok where creators can produce and share content about experiences across SM properties.

The company said its community initiatives also include partnerships with about 900 small businesses daily, trade fairs for nearly 3,000 local entrepreneurs, and sustainability programs such as plastic collection and solar power integration.

October, while global winners will be announced on 4 November.