Customers continue to drive transformation at SM Supermalls
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Following uninterrupted foot traffic and positive business performance in the first half of 2026, the mall operating arm of SM Prime Holdings Inc. has identified three key factors that sustained market interest despite scaled consumption patterns earlier in the year.
"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."
Expanded and reinvented spaces
In the first half of the year, SM cemented its status as the country’s largest mall-based pickleball destination, expanding its network to 86 courts across 29 malls.
Due to the surging market interest in active lifestyles, SM Supermalls and the SM Active Hub continue to scale up facilities nationwide. This allowed SM to host community events such as the inaugural SM Active Hub Pickleball Trio Challenge, culminating in its July 2026 Grand Finals.
Additionally, customers continually sought new and exciting entertainment concepts. With the launch of the SM Seaside Cebu Arena, the Visayan market has been enhanced with a new world-class entertainment venue that can host up to 25,000 guests. Rising global act and Filipino pop girl group BINI inaugurated the launch.
SM Cinemas has also captured a revitalized market of moviegoers amid back-to-back blockbusters and sleeper hits from both big-name studios and indie production houses.
The launch of its exclusive ScreenX format late last year provided local moviegoers a unique and immersive cinematic experience of 2026’s anticipated movies, such as Zootopia 2, Avatar: Fire and Ash, and the most recent sought-after screening of Spider-Man: Brand-New Day.
Meanwhile, purpose-driven concepts introduced a revolutionary approach to utilizing mall spaces.
With the inaugural launch of the SM Sensory Lab, done in partnership with the Department of Social Welfare and Development and the National Council on Disability Affairs, SM has created a safe environment for mallgoers and visitors struggling with sensory processing challenges.
To further support the country’s pursuit of sustainable and modern transportation alternatives amid the fuel crisis, SM has also expanded its nationwide network of Electric Vehicle Charging Stations, with 100% coverage across its 90 malls.
From sensory-friendly spaces to green transit, these reinvented facilities reflect how "My SM" is designed to accommodate every shopper’s unique needs and values.
Reimagined customer experiences
To meet growing customer appetite for first-in-market and unique food experiences, SM elevated its Food Hall concepts nationwide. Through these spaces, SM promotes regional fare and supports local food businesses in high-traffic dining destinations.
SM also expanded market access to global and local brands through a variety of new and exclusive food and retail launches.
Madrid’s famous San Ginés Chocolatería at SM Podium, Super Matcha at SM Megamall, and Candid Coffee at SM Mall of Asia captured growing market demand for cafés and confectionery offerings.
Additionally, the introduction of international clothing icons Abercrombie & Fitch and Hollister expanded access for local fashionistas to fresh and trendy outfit options.
By bringing global brands and curated local food concepts to neighborhood hubs, SM ensures that "My SM" is as much a personalized lifestyle destination as it is a shopping center.
Enhanced market engagement
With the launch of its "Gala to the Max" campaign, SM sought to engage mallgoers by empowering them as storytellers, driving massive social engagement with millions of video views.
Pop culture fans and enthusiasts lived out their passions with exclusive pop-ups executed across SM Malls, such as the Pokémon Center pop-up in SM Mall of Asia and Animazing North’s 6th edition, featuring an interactive installation for “Solo Leveling.”
Reinforcing its role as a hub for cultural exchange, SM Mall of Asia hosted the NHCP’s HistoEx 2026 in celebration of Buwan ng Kasaysayan.
The three-day exposition brought history to life through interactive exhibits, public lectures, and immersive installations celebrating the country’s maritime heritage.
SM also supported active lifestyles through exclusive SM Active Hub events, with thousands of participants taking part in major running events such as the Galaxy Manila Marathon on EDSA and the SM2SM race in Cebu.
Whether running a marathon, celebrating fandoms, or creating viral content, shoppers are actively shaping their own "My SM" moments and sharing them with the community.
The mall operator launched SM Zamboanga as its latest retail property in Mindanao in the first quarter and plans to cap off 2026 with the opening of its upscale mall in Nuvali, Sta. Rosa before the year’s end.
As Filipino lifestyle habits gear toward wellness, connection, and meaningful experiences, SM Supermalls continue to adapt—giving every Filipino a space they can truly call "My SM."
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Editor’s Note: This article was provided by SM Supermalls.
