The New ‘My SM’: How the Filipino Consumer Is Redefining their Amazing Mall Experience
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.
In the midst of back-to-back blockbusters and sleeper hits from both major studios and independent production companies, SM Cinemas has also captured a revitalized market of moviegoers. With the introduction of its exclusive ScreenX format late last year, local moviegoers were able to enjoy a distinctive and immersive cinematic experience that featured 2026's most anticipated films, including Zootopia 2 and Avatar: Fire and Ash. The most recent highly sought-after screening was 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 (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.
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.
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.
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."
About SM Supermalls
SM Supermalls is one of Southeast Asia’s largest mall developers and operators, with 90 malls in the Philippines and 9 in China.Every Filipino has an SM story. For generations, SM has been more than a place to shop. It has become part of everyday Filipino life, a place where families gather, friendships grow, milestones are celebrated, passions are discovered, and communities come together. As Filipinos’ lifestyles continue to evolve, SM continues to transform its destinations through My SM creating malls that are more connected, experiential, and meaningful, while remaining the place Filipinos know, trust, and call home. My SM. Your Most Loved Supermall.
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