If SM North EDSA’s The Block Atrium were a magical creature in an anime show, it would be a master shapeshifter. This vast space within the mall has continually evolved as an events place — sparking joy and winning the hearts of visitors, especially Pinoy anime fans.
Over the years, SM North EDSA has solidified its reputation as the ultimate home of anime events in the Philippines by featuring immersive activations at The Block Atrium like blockbuster anime shows under their “Animezing North” and “SM Fandom” campaigns. This year, it showcased activations of the following anime shows: Pokémon, Jujutsu Kaisen, One Piece and Dan Da Dan.
These supersized events enable fans of all ages a chance to bring home official anime merchandise while immersing themselves in intricately-designed sets that transport them into the worlds of their favorite series and movies.
Carla Bianca Carreon, a devoted attendee, describes these experiences as a way of “healing her inner child,” reflecting on the lack of accessible interactive anime events during her own childhood.
“I really love these anime activities at SM North EDSA because these give a very special experience outside of just watching the show! The activations transport us into the world of our favorite series, from the supersized inflatables to the real-life standees and creative displays. These provide a lot of fun and memorable moments that we can share with friends and fellow fans,” Carla said.
Fellow anime fans and regular attendees of SM North EDSA’s “Animezing North” events, Kerd Cubacob and Luis Nathaniel, echo Carla’s sentiments, emphasizing the importance of these immersive activations in fostering a vibrant fan community.
“Immersive activations are very important because they give fans a chance to experience anime beyond the screen. These make the connection to the series more personal and memorable and these also bring the whole fan community together in one place. Being surrounded by other fans who share the same passion adds to the fun. It really feels like a celebration of anime culture,” Kerd shared.
Meanwhile, Luis said, “These activities give us an avenue to express our deep passion for anime. I love how engaging the events are. Seeing my fellow anime fans bond together to celebrate our mutual love for these franchises makes the events better.”
Adding to the magic are Filipino cosplayers like Prince de Guzman, whose vibrant portrayals of iconic characters bring the anime worlds to life for mallgoers. For Prince, SM North EDSA isn’t just another cosplay venue — it’s a safe, lively and expansive playground for enthusiasts.
“SM North EDSA is one of the organizations that know how to take care of their cosplayers. For a long time, we had a hard time finding a safe place to celebrate the art of cosplay in malls, so we are grateful to SM North for doing these activities,” said Prince, who began his cosplay journey in 2017 and booked his first job with SM North.
Looking ahead, SM North EDSA is set to deliver another unforgettable anime-themed experience this December with a special Pokémon-inspired Christmas installation at The Annex, promising an animezing holiday celebration for fans of all ages.
At its core, the “Animezing North” campaign embodies the mission of SM Supermalls: bringing world-class,
fun-filled experiences closer to Filipinos.