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SM Supermalls Bets Big on the Next Generation of Filipino Leisure

 Fresh lifestyle brands, new flagship destinations, and interactive spaces signal a shift from traditional shopping to shared experiences


MANILA, Philippines, 10 September 2026 — Malls are no longer just places to shop—they are spaces where Filipinos spend full days exploring new hobbies, dining, and embarking on weekend "side quests." To meet this shifting lifestyle, SM Supermalls is actively expanding its footprint and transforming its spaces into ultimate community hubs.

New Flagships and Interactive Spaces Following the recent launch of its 90th mall, SM City Zamboanga, the mall operator is preparing for another major milestone this November: the opening of SM Nuvali. Designed as a flagship eat-and-play destination along the fast-growing South Luzon corridor, SM Nuvali will feature the country’s first LED cinema screen experience of its kind.

Farther south, the newly opened 25,000-seat SM Seaside Cebu Arena gives the Visayas a world-class venue for major live concerts and entertainment, bringing a fresh boost to regional tourism.

Community Culture, Active Living, and "My SM" Today’s mallgoers are also looking for more ways to stay active, social, and connected:

  • Active & Wellness Lifestyles: Over 40,000 runners participated in the Galaxy Manila Marathon and SM2SM Cebu events this year. Meanwhile, pickleball has taken off across SM properties, with 102 courts now open in 32 malls nationwide.

  • Culture for Everyone: Initiatives like Museo del Galeon, Art for Everyone, and AweSM Festivals continue to make local arts and heritage accessible during regular weekend visits.

  • Experiential Campaigns: Recent initiatives like Gala to the Max showcase how ordinary mall visits can turn into interactive, shared moments.

All of these touchpoints feed into My SM—an overarching movement centered on evolving the mall experience around how Filipinos actually want to gather, play, and live today, creating a home for every tribe, whether it be Fandoms, Furparents, Geeks, or Active Living. 





Curating Fresh Concepts With spaces shifting toward lifestyle and leisure, new local and international brands continue to join the roster. SM’s tenant footprint expanded by 4% in the first half of 2026, reaching over 23,000 tenants nationwide.

“Food, leisure, and lifestyle concepts are leading the demand right now,” said Hanna Carinna T. Sy, Senior Assistant Vice President for Marketing and Leasing at SM Supermalls. “We’re actively curating a mix that keeps shoppers staying longer, discovering new brands, and coming back more often.”



The SM SuperMakers To further tell the stories of My SM in the online space, SM Supermalls launched SM SuperMakers, its always-on creator community on TikTok (@OfficialSupermakers) for creators who want to discover, experience and share what’s happening across SM. Creators can join by creating SM-related content, posting it on TikTok, and collaborating with the SuperMakers account. Creators can look forward to exclusive SM experiences, creator perks and rewards, features, community events, and opportunities for future campaigns and briefs.



Growing with Purpose Beyond leisure, SM continues to support local communities by partnering with roughly 900 small businesses daily, hosting trade fairs for nearly 3,000 local entrepreneurs, and driving ongoing sustainability programs such as nationwide plastic collection and solar power integration.



“All of these efforts aren’t just about building better malls—they’re about creating real, lasting opportunities for every Filipino,” said Steven T. Tan, President of SM Supermalls. “Our goal is to keep evolving alongside our shoppers, making sure SM remains a space where communities can connect, celebrate, and create memories together, showing our purpose in every experience we deliver.” 


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