All SM Malls Unite for Cebu: A Nationwide Call to Hope and Empowerment

 

All SM malls across the country light up in green to symbolize hope and unity for communities in Cebu affected by Typhoon Tino—reflecting the Filipino spirit of bayanihan and compassion during times of adversity.

In the aftermath of Typhoon Tino, SM Supermalls, through SM Foundation and SM Cares, has launched a nationwide campaign titled “All SM Malls Unite for Cebu,” mobilizing support and solidarity to uplift communities affected by the disaster.

With the campaign’s message, “HOPE calls for an empowered community,” SM invites Filipinos across the country to extend compassion and generosity—uniting to bring grace, hope, and strength to those in need.

SM City Cebu’s Christmas centerpiece glows as part of the “All SM Malls Unite for Cebu” campaign. The lighting ceremony, held on November 13, brings together SM employees, partners, and local stakeholders to express solidarity with those impacted by the recent typhoon.

Lighting the Way for Cebu

The initiative was launched during the SM City Cebu Christmas display kickoff on November 13, themed “Unwrapping the Gift of Grace and Hope.” At exactly 6 PM, all SM malls nationwide illuminated their displays in GREEN—a powerful symbol of hope, unity, and the Filipino spirit of bayanihan.

“This season, we are reminded that the true gift of Christmas lies in giving,” said Steven T. Tan, President of SM Supermalls. “Through this campaign, we aim to bring light, hope, and solidarity to Cebu and its people, who continue to show courage and resilience amid challenges.”

As part of the ceremony, SM City Cebu also honored the courageous first responders who served as beacons of hope during the recent earthquake and typhoon. In gratitude for their unwavering service, the mall turned over 200 Bundles of Hope to representatives from the Cebu City Disaster Risk Reduction and Management Office (CCDRRMO), BFP Mabolo, PNP Mabolo, and Barangay Mabolo BRRMO and Welfare Workers. The gesture recognized the compassion, courage, and commitment of the responders who stood at the frontlines to help communities rise again.

SM City Cebu extends 200 Bundles of Hope honoring responders, volunteers, and everyday heroes who stood strong for the community in the aftermath of recent calamities. Leading the ceremonial handover is Ms. Marissa Fernan, Vice President for SM Prime Holdings, Incorporated.

A heartwarming initiative by SM City Cebu, delivering Bundles of Hope to Cebu’s first responders—reflecting our commitment to supporting those on the frontlines and sharing the spirit of the season.

Real Acts of Compassion

Beyond the event and the symbolic lighting, SM also turned compassion into action through a series of relief and recovery initiatives:

• 8,000 Kalinga Packs donated through Operation Tulong Express (OPTE) for affected families, including SM employees.

• Cash donation booths deployed across all SM malls nationwide, providing shoppers with easy access to contribute directly to relief operations.

• SM Mobile Clinic deployed to affected communities to deliver essential health services and medical outreach.

These efforts are coordinated with local government units, partner organizations, and volunteers, reflecting SM’s continued commitment to community resilience and long-term empowerment.

Through Operation Tulong Express, SM Foundation and SM Supermalls distribute over 8,000 Kalinga Packs containing food and essentials to affected families in Cebu, made possible through collaboration with local government units and volunteers.

SM employees in Cebu also receive Kalinga Packs as part of SM Supermalls’ ongoing commitment to care for its people and communities.

The SM Foundation Mobile Clinic provides free medical consultations, X-rays, ECGs, and basic healthcare services, helping address urgent medical needs in the aftermath of Typhoon Tino.

Mallgoers participate in SM’s nationwide donation drive, with cash donation booths set up in all 89 SM malls to raise funds for Cebu’s relief and recovery programs under Operation Tulong Express.

Gift of Grace, Gift of Hope

As part of SM’s corporate social responsibility mission, SM Foundation and SM Cares reaffirm their dedication to sustainable community support and proactive disaster response.

“Through ‘All SM Malls Unite for Cebu,’ we are not only extending immediate aid, but also building stronger, more resilient communities that can rise above adversity,” said Tan.

The campaign serves as a reminder that every act of kindness—no matter how small—can help illuminate Cebu’s path to recovery.