The new ‘My SM’: How the Filipino consumer is redefining the mall experience
Customers continue to be the driver of transformation for SM Supermalls.
Following uninterrupted foot traffic and good business performance in the first half of 2026, the shopping mall operating division of SM Prime Holdings, Inc. noted three key factors that have maintained market interest despite limited consumption patterns at the beginning of the year.
“Filipinos have always shown family, passion, and important moments,” said Steven Tan, President of SM Supermalls. “SM remains faithful, creating more ways to celebrate, connect, play, and discover, while evolving in line with the way Filipinos live now. That’s the heart of ‘My SM’ – evolving alongside our customers so that every retail space feels unique, integrated, and built on what they love most.”
Expanded and Reinvented Spaces
In the first half of the year, SM solidified its position as the country’s largest mall-based pickleball destination, expanding its network to 86 courts across 29 malls. Driven by the growing market interest in active living, SM Supermalls and SM Active Hub continue to expand facilities nationwide while hosting community events such as the SM Active Hub Pickleball Trio Challenge, culminating in the July 2026 Grand Finals.
Additionally, customers are always looking for new and exciting entertainment concepts. With the launch of the SM Seaside Cebu Arena, the Visayan market has been boosted with a new world-class entertainment venue that can accommodate up to 25,000 guests. Global progressive group and Filipino pop girl group BINI has launched.
SM Cinemas has also captured a renewed market of moviegoers amid back-to-back blockbusters and blockbusters from both big-name studios and indie production houses. The launch of its exclusive ScreenX format late last year has given local moviegoers a unique and immersive cinema experience hosting films expected in 2026 such as Zootopia 2 again Image: Fire and Ashesrecently sought after inspection Spider-Man: A Brand New Day.
At that time purpose-driven concepts introduced a revolutionary approach to the use of retail spaces. With the launch of the SM Sensory Lab in partnership with the Department of Social Welfare and Development (DSWD) and the National Council on Disability Affairs (NCDA), SM has created a safe space for travelers and tourists who struggle with sensory processing challenges.
To continue to support the country’s pursuit of sustainable and modern transportation alternatives amid the fuel crisis, SM has also expanded its national network of Electric Vehicle Charging Stations with 100% coverage in all of its 90 major stores.
From sensitive areas to green transportation, these innovative areas show how “My SM” is designed to meet each consumer’s unique needs and values.
Customer Experience Reimagined
In order to meet customers’ growing desire for market-first experiences and unique cuisine, SM is constantly promoting its Food Hall concepts across the country, promoting regional fare and local food businesses through walk-up restaurants.
SM has also expanded its market reach to international and local brands through a variety of new and specialty foods and store launches.
Madrid’s famous San Ginés Chocolatería at SM Podium, Super Matcha at SM Megamall and Candid Coffee at SM Mall of Asia took on the growing market demand for cafes and sweets offerings. Additionally, the introduction of international clothing icons Abercrombie & Fitch and Hollister has increased local fashionistas’ access to new and trendy clothing options.
By bringing global brands and selected local food concepts to the neighborhood, SM ensures that “My SM” is as much a personal lifestyle as it is a shopping center.
Enhanced Market Engagement
With the launch of their “Gala to the Max” campaign, SM sought to engage people outside of malls by empowering them as storytellers, driving social media with tens of millions of video views.
Fans and lovers of Pop music live the way they love with special pop-ups executed in all SM Malls, such as Pokémon Center pop-up at SM Mall of Asia and Animazing North’s 6.th program, which includes interactive installation of Solo Leveling.
Strengthening its role as a hub for cultural exchange, SM Mall of Asia hosted NHCP’s HistoEx 2026 in celebration of Buwan ng Kasaysayan. The three-day fair brought history to life through exhibits, public talks, and focal points celebrating the country’s maritime heritage.
SM has also supported active lifestyles through its special SM Active Hub events, with tens of thousands of participants filling the streets with major running events such as the Galaxy Manila Marathon on EDSA and the SM2SM race in Cebu.
Whether it’s running a long distance on EDSA, celebrating favorites, or creating viral content, consumers create their “My SM” moments and share them with the public.
The mall operator launched SM Zamboanga as its latest outlet in Mindanao in the first quarter and plans to cap off 2026 with the opening of a mall in Nuvali, Sta. Rosa before the end of the year.
As Filipino lifestyles continue to advance in health, communication, and meaningful experiences, SM Supermalls continue to adapt – giving every Filipino a space to call “My SM.”
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