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

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."

SM Expands ‘Green Recycling Machine’ Network to Boost Nationwide Recycling

What if your used plastic bottle could become part of something much bigger? Through the right machine it can!

SM Cares, through the SM Green Movement, has partnered with recycling technology company Sparklo to deploy SM Green Recycling Machines to 30 SM Supermalls across the country. Through the nationwide deployment across SM’s network of most-loved malls, responsible waste disposal becomes easier, more engaging, and more rewarding for mallgoers.

The reverse vending machines empower customers to deposit eligible plastic bottles in exchange for rewards. The partnership turns simple mall, customer visits into pathways to help support the SM Green Movement through responsible waste management and segregation to divert waste away from landfills and maximize resources through recycling.

 

SM Green Recycling Machines are now available in key locations across Metro Manila, Batangas, Laguna, Cavite, Bulacan, Pampanga, Baguio, Pangasinan, La Union, Rizal, and Cebu.

Each plastic bottle placed in the machines represents more than properly managed waste. It is a small but meaningful choice that helps keep recyclable materials in circulation, supports responsible consumption, and brings communities closer to an SM Waste-Free Future.

 

The partnership forms part of the SM Cares Environmental Sustainability Program under its Waste Management Pillar. It complements SM’s existing circular economy and waste management efforts, including the Trash to Cash Program and the Plastic Waste Collection Program.

Through initiatives like these, SM Cares seeks to make sustainable living easier to understand and practice. Rather than asking people to make sweeping changes all at once, the SM Green Recycling Machines show how everyday actions—repeated by families, students, young people, and communities—can collectively create lasting environmental impact.

 

With Sparklo’s technology and the reach of SM Supermalls, recycling becomes more than a responsibility. It becomes a convenient and rewarding habit that Filipinos can carry into their daily lives—one plastic bottle and one better choice at a time.

SM Little Stars Crowns Its First-Ever Grand Shining and Dazzling Stars

 

From thousands of hopefuls across Luzon, Visayas, and Mindanao, thirty of the country’s brightest young dreamers took center stage at the SM Little Stars 2026 Grand Finals. Captivating the audience at the SM Mall of Asia Music Hall, the finalists showcased exceptional talent and charm in a nationwide celebration of Filipino youth. More than a talent search, the annual competition highlights SM Supermalls’ commitment to discovering and nurturing limitless potential from every corner of the Philippines as these children embrace the biggest stage of their young lives.

The Grand Finals marked the culmination of six weeks of auditions held across 68 of your most-loved SM Supermalls nationwide. More than 41,000 children aged 4 to 7 showcased their talents in singing, dancing, and other skills, with only 30 exceptional finalists earning coveted spots in the country’s biggest nationwide kiddie talent competition. While every finalist inspired the audience with their passion and determination, two young dreamers ultimately earned this year's highest honors.

Gratiela showcases her dance moves, while Amiah serenades the audience with her rendition of the classic Disney song “When You Wish Upon a Star” during the SM Little Stars 2026 Grand Finals.

Gratiela Thresse M. Urmeneta of SM City Manila was crowned this year’s Grand Shining Star, while Amiah Kaea Yzobel Quimzon of SM City Butuan earned the title of Grand Dazzling Star. Their remarkable performances and irresistible charm won over both the audience and the judges, bringing the competition to an unforgettable conclusion.

Urmenete wowed the audience with her energetic dance performance, while Quimzon serenaded the judges and crowd with her heartfelt rendition of the classic Disney song “When You Wish Upon a Star.”

For the mothers of the newly crowned stars, seeing their children take home the competition's highest honors was a proud and emotional moment after weeks of preparation and support. "Sobrang proud ako sa kanya. Nakita ko kung gaano siya nagsikap at nagtiwala sa sarili niya. Bukod sa pagkapanalo, masaya akong makita siyang lumabas sa stage na mas confident," said Sheilamay P. Mojuntou, mother of Grand Shining Star winner Gratiela Urmeneta.

Meanwhile, Vanessa Ysmaela D. Quimzon, mother of Grand Dazzling Star Amiah Quimzon, shared, "Gusto lang namin na ma-enjoy niya ang experience, kaya napakalaking bonus na makita siyang manalo. Thankful kami sa SM Little Stars sa pagkakataong ito."

Beyond the competition itself, the Grand Finals became a celebration for families, friends, and supporters who filled the venue with cheers, applause, and heartfelt encouragement.

“Watching these young dreamers perform reminds us that every big journey begins with one brave step. SM Little Stars has always been more than a competition; it is a place where children discover confidence, families create lifelong memories, and dreams begin to take shape. We are proud to continue providing that stage for Filipino children year after year," said Hanna Carinna T. Sy, SM Supermalls Senior Assistant Vice President for Marketing and Leasing.

This year’s finalists were evaluated by an esteemed panel of judges composed of singer, actress, and host Karylle Yuzon, award-winning filmmaker Antoinette Jadaone, OPM hitmaker and ABS-CBN Music Assistant Vice President Jonathan Manalo, "Gala To The Max" choreographer Angel Datanagan, and SM Little Stars 2016 Grand Winner Marcus Cabais. Their expertise and insights helped recognize the young performers who best embodied the talent, confidence, and stage presence that define SM Little Stars.

Urmeneta and Quimzon were joined by 1st Runner-Up Amara Jade F. Sabino of SM City Lipa, 2nd Runner-Up Seth Nicolas B. Jacinto of SM City San Jose del Monte, and 3rd Runner-Up John Rouie S. Dizon of SM City Pampanga.

 

As this year's top winners, Urmeneta and Quimzon each received a prize package worth celebrating, including ₱100,000 in cash and SM Gift Certificates, a National University college scholarship, a brand-new car, an all-expense-paid trip to Hong Kong, and many more exciting rewards.

Aside from crowning the two grand winners, SM Little Stars 2026 also recognized three runners-up, the finalists who placed sixth to tenth, and recipients of the special awards: People’s Choice Award, Little Style Stars, Little Sparkling Stars, and Little Pop Star.

Beyond the titles and prizes, every finalist took home something even more meaningful—the courage to dream bigger, cherished memories with their families, and the confidence to take the next step in their journey. These unforgettable moments are a testament to the enduring legacy of SM Little Stars, which continues to inspire young talents and create meaningful experiences for 17 years and beyond.