Customers continue to be the transformation driver for SM Supermalls.
Following undisrupted foot traffic and positive business performance in the first
half of 2026, the mall operating arm of SM Prime Holdings Inc. has noted three
key factors that maintained 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
Above image: Pickleball dominates the sports landscape as SM Supermalls rapidly expands its
nationwide courts to meet booming consumer demand.
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. Driven by
surging market interest in active lifestyles, SM Supermalls and the SM Active Hub
continue to scale up facilities nationwide while hosting community events like the
inaugural SM Active Hub Pickleball Trio Challenge, culminating in its July 2026 Grand Finals.
Above image: The new SM Seaside Cebu Arena elevates the Visayas entertainment scene as a
world-class venue capable of hosting up to 25,000 guests.
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 worldwide act and Filipino pop girl group BINI inaugurated the launch.
SM Cinemas has also captured a revitalized market of movie-goers amid
back-to-back blockbuster and sleeper hits from both big-name studios and indie production houses.
The launch of its exclusive ScreenX format late last year provided local movie-goers with a unique
and immersive cinematic experience that hosted 2026’s anticipated movies such as Zootopia 2
and Avatar: Fire and Ash, most recent sought-after screening being Spider-Man: Brand-New Day.
Above image: The country’s first SM Sensory Lab offers a safe and welcoming environment for mallgoers
navigating sensory processing challenges.
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 (DSWD) and the National Council on Disability Affairs (NCDA),
SM has created a safe environment for mallgoers and visitors struggling with sensory processing
challenges.
Above image: Mallgoers utilize SM’s nationwide Electric Vehicle Charging Stations for greener transit alternatives.
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 continually elevated its Food Hall concepts nationwide, promoting regional fare and
local food businesses through high-foot traffic dining spaces.
Above image: Food lovers enjoy unique culinary concepts and elevated dining spaces at SM Aura’s
newly reimagined Food Hall.
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 in SM Podium, Super Matcha in SM Megamall
and Candid Coffee in SM Mall of Asia captured growing market demand for cafés and
confectionary offerings. Additionally, the introduction of international clothing icons
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
Above image: SM Supermalls drives massive social engagement with tens of millions of
views through its interactive "Gala to the Max" campaign.
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 tens of millions
of video views. 
Above image: Geeks and anime enthusiasts live out their passions with exclusive interactive
pop-ups at Animazing North’s 6th edition.
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.
Above image: Runners take over EDSA for the Galaxy Manila Marathon, one of SM Active Hub’s major fitness events.
SM also supported active lifestyles through its SM Active Hub exclusive events, with tens
of thousands of participants filling the streets for major running events like the Galaxy Manila
Marathon on EDSA and the SM2SM race in Cebu.
Whether running a marathon on EDSA, celebrating fandoms, or creating viral content,
shoppers are actively shaping their own "My SM" moments and sharing them with the community.
Above image: Bringing new retail and lifestyle experiences to Mindanao, SM Zamboanga officially
welcomed shoppers in Q1 2026.
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 continue to move toward wellness, connection, and meaningful
experiences, SM Supermalls continues to adapt—giving every Filipino a space they can truly
call "My SM."
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