The New ‘My SM’: How the Filipino Consumer Is Redefining the Mall Experience

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Driven by strong foot traffic and positive business performance in 2026, SM Supermalls—the mall operating arm of SM Prime Holdings Inc.—is transforming its properties to match the evolving lifestyle habits of Filipino consumers.

"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."

Through expanded active spaces, immersive retail concepts, and community-driven campaigns, SM Supermalls is proving that the modern Filipino mall is no longer just a place to shop—it is a personalized lifestyle destination.




Expanded and Reinvented Spaces

To cater to modern consumers seeking active lifestyles, inclusivity, and cutting-edge entertainment, SM Supermalls has reinvented its physical footprint across the country:

  • SM Active Hub & Pickleball Destination: SM has cemented its position as the Philippines’ premier mall-based pickleball destination, expanding to 86 courts across 29 malls and hosting major events like the SM Active Hub Pickleball Trio Challenge.

  • SM Seaside Cebu Arena: Expanding entertainment in the Visayas, this world-class venue accommodates up to 25,000 guests and officially opened with a inaugural performance by Filipino pop girl group BINI.

  • Next-Gen Cinema Experiences: SM Cinema introduced the multi-projection ScreenX format, offering an immersive cinematic view for blockbuster releases such as Zootopia 2, Avatar: Fire and Ash, and Spider-Man: Brand-New Day.

  • SM Sensory Lab: In partnership with the DSWD and NCDA, SM launched sensory-friendly spaces designed to accommodate mallgoers with sensory processing challenges.

  • 100% EV Charging Station Coverage: To support sustainable transit, SM completed the rollout of Electric Vehicle Charging Stations across all 90 of its nationwide mall locations.

Reimagined Food and Retail Concepts

SM Supermalls continues to elevate its dining and shopping offerings by introducing global brand debuts and curated local culinary spaces:

CategoryFeatured Highlights & New Brands
Elevated DiningRedesigned Food Halls promoting local regional fare alongside global debuts like Madrid's San Ginés Chocolatería (SM Podium), Super Matcha (SM Megamall), and Candid Coffee (SM Mall of Asia).
Global FashionInternational apparel giants Abercrombie & Fitch and Hollister expanded market access for fashion-forward shoppers.

Interactive Fandoms, Culture, and Wellness

SM Supermalls continues to foster deep market engagement by connecting communities through shared passions:

  • Pop Culture & Fandoms: From the interactive Pokémon Center pop-up at SM Mall of Asia to the Solo Leveling installation at Animazing North, pop culture fans enjoyed dedicated interactive experiences.

  • Cultural Expositions: SM Mall of Asia hosted the NHCP’s HistoEx 2026 for Buwan ng Kasaysayan, celebrating Philippine maritime heritage through public lectures and exhibits.

  • Major Fitness Events: Thousands of runners joined large-scale community races, including the Galaxy Manila Marathon on EDSA and the SM2SM Race in Cebu.

  • Nationwide Expansion: SM launched SM Zamboanga in Mindanao during Q1 2026, with plans to open an upscale development in Nuvali, Sta. Rosa before year-end.

Through these initiatives, SM Supermalls reinforces its position as a space where every shopper can truly define their own "My SM" experience.

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