SM Supermalls marked its 40th year with a banner finish to 2025 after receiving seven industry distinctions from three respected award-giving bodies, reinforcing its push for customer-focused innovation and community-driven malling.
Brand Finance named SM Supermalls the ASEAN’s Strongest Retail Brand for 2025, citing the company’s evolution into a bold new era of service and customer experience. SM also earned four awards from the International Association for Measurement and Evaluation of Communication (AMEC) — one Silver and three Gold recognitions — and two honors from the Philippine Association of National Advertisers (PANA) for marketing excellence and community service.
"Our customers forged us into who we are now," said SM Supermalls President Steven Tan. "Their satisfaction influences how we operate and continue to evolve. It is because of our pursuit of shared success with our customers and partners that we've remained tenacious in innovating so we can meet them where they are at, satisfying not just what they need, but want and could want in the future."
Tan noted that SM’s customer-centric strategy, focused on sustainability, diversification, and expanded tenant mix, has strengthened its mall ecosystem. SM scored a Brand Index Score of 95.00 out of 100, one of the highest across the region.
SM’s streamlined assessment of communication data also supported growth in mall engagement, including a 15 percent increase in foot traffic at SM Mall of Asia, earning the company four AMEC awards for communication measurement and analytics.
"Apart from enhancing customer experience within our malls, closely listening to the change in their sentiments allowed us to evolve, speak their language, and sharpen our instinct for the kind of elevated service they are looking for," said SM Supermalls Executive Vice President for Marketing Joaquin San Agustin.
SM’s commitment to community development was likewise recognized. Its CSR arm, SM Cares, earned a PANAta bronze for its “Book Nook” initiative, which has generated 64 reading sessions and more than 10,000 participants, backed by more than five million mall interactions. The program has now expanded to SM North EDSA, with the SM Aura space scheduled for reopening in 2026.
"Our commitment to our customers naturally grew into a dedication to enriching our surrounding communities by maximizing the foot traffic we receive and the mall space we have," Tan said.
San Agustin also received the PANAta Executive Brand Builder of the Year Award.