This summer, the heat is on, but the energy is even higher at your most-loved SM Supermalls. As the country’s ultimate "third space," SM is turning up the volume with a season designed for every kind of barkada. At the heart of this transformation is the SM Active Hub—a thriving ecosystem for movers, players, and fitness enthusiasts—inviting everyone to Gala To The Max through a curated mix of high-energy sports and refreshing rewards.

Dive into Summer Play with the SM Active Hub

The SM Active Hub is more than just a fitness space; it is a community where every sprint, rally, and shared milestone allows you to experience a maxed-out summer. Fresh from its first-anniversary celebration last April 11 to 12, the hub is keeping the momentum alive with a nationwide rollout of activities that prove staying active is the best way to beat the summer slump.

Whether you’re a seasoned athlete or a curious beginner, the SM Active Hub provides a dynamic environment to level up your routine while connecting with like-minded "tribes."

Join the Pickleball Mania

The fastest-growing sport in the world has officially landed at SM. Pickleball is taking center stage with dedicated courts, beginner-friendly clinics, and high-stakes tournaments.

• Rally and Compete: Regular free-play sessions allow mall-goers to pick up a paddle and join the fun.

• Expert Guidance: With on-site coaches, first-timers can learn the ropes in minutes, making every match a chance to bond and compete in a lively, welcoming atmosphere.

Dash into Summer Runs

From sunrise sprints to evening jogs, the SM Summer Runs offer a literal breath of fresh air. With categories spanning all ages and skill levels, these events celebrate personal milestones within a vibrant running community. Every stride hits differently when you’re surrounded by your crew, and the rewards waiting at the finish line make the hustle even sweeter.

Play It Your Way: From Courts to Fields

SM Supermalls is transforming its open spaces into multi-sport arenas. This summer, you can move freely and play fully with:

• Classic Ball Games: Basketball, volleyball, and badminton courts are open for friendly matches.

• Martial Arts & Grace: Enroll in karate, taekwondo, arnis, or gymnastics sessions led by professionals.

• The Big Field: Football and soccer matches keep the energy high across various SM locations.

• Precision Sports: Sharpen your aim with archery, billiards, or bowling strikes at the SM Game Park.

Level Up at SM Game Park and Cyberzone

If you prefer your competition with a side of air-conditioned comfort, the SM Game Park is your ultimate playground. It’s a world where shooting hoops, bowling, and arcade favorites meet to create feel-good moments with the barkada. Meanwhile, e-sports fans can head to Cyberzone for competitive gaming experiences that prove "play" happens both on and off the screen.

Rock Your Best Summer Fits

You can't Gala To The Max without the right gear. SM Supermalls makes it easy to transition from a morning workout to a weekend hang with the latest in activewear.

• Top Brands: Discover high-performance essentials at Sports Central, Wilson, and Decathlon.

• Summer Bazaar: Visit the on-ground bazaars for sweat-friendly gear, trendy bucket hats, and the latest accessories. These curated markets offer exclusive deals to help you move in style all season long.

Refresh Your Senses with Summer Coolers

After working up a sweat, it’s time to chill—literally. The SM Coolers Fest 2026 (running May 15 to 31) is the ultimate reward for your active lifestyle.

• International Flavors: Sip on freshly brewed milk tea from Chi Cha San Chen, delicate treats from Warabi Mochi Kamakura, or artisanal creations from Super Matcha.

• Local Classics: Indulge in the Filipino gold standard—Bebang’s Halo-Halo—or creamy gelato from Caramia.

• Coolers Fest Market: Explore vibrant on-ground booths featuring local MSMEs, or order your favorites via the SM Malls Online app to enjoy your summer treats anytime, anywhere.

The Groove Dance Showdown

For those who express themselves through rhythm, select SM malls are transforming into dance floors. Join workshops, learn viral routines, and participate in the Groove Dance Showdown, where the community’s best moves take the spotlight.

Make It a Summer to Remember

From the high-intensity rallies at the SM Active Hub to the ice-cold bliss of the Coolers Fest, everything at SM Supermalls is designed to help you move, play, and chill. Gather your crew, find your vibe, and get ready to Gala To The Max—only at your most-loved SM Supermalls.

About SM Supermalls

SM Supermalls is evolving—shaping how Filipinos live and connect today. As one of Southeast Asia’s largest developers with 90 malls in the Philippines, SM is an everyday destination designed around the passions of the community. Your Most Loved Supermall, SM — All For You.

This Labor Day 2026, the spirit of the Filipino worker was celebrated not just with rest, but with renewed hope and tangible results. Across the Philippines, SM Supermalls solidified its commitment to nation-building by hosting massive Labor Day Job Fairs in 15 key venues nationwide. This grand-scale employment initiative brought together 650 employers and over 17,400 jobseekers, resulting in more than 1,000 Filipinos being Hired on the Spot (HOTS).

These numbers represent more than just labor statistics; they are a powerful reflection of how accessible, community-based platforms can deliver life-changing outcomes. In every "Mall for All," uncertainty was transformed into opportunity.

Real Stories of Resilience: Hired on the Spot

For many attendees, the SM Job Fair was the finish line of a long, challenging journey. France Barcial, one of the lucky applicants hired immediately, could hardly contain his emotions.

“I didn't expect to be accepted today; I just wanted to try my luck,” he shared. “Now, I finally have the means to support my college education at PUP.”

Similarly, Mark Andrei Jimenez highlighted the efficiency of the event, noting that the traditional waiting game of job hunting was bypassed. "This is a huge help for my family. In other places, I might have waited weeks for a call. Here, I’m hired immediately."

These stories echoed throughout the day as hiring booths became hubs of possibility. By providing a centralized space where interviews lead to immediate offers, SM Supermalls has streamlined the path to employment for thousands of Filipinos.

A Strategic Hub for Employment and Government Services

The success of the SM Labor Day Job Fairs lies in their "one-stop-shop" efficiency. Recognizing that job hunting can be expensive and time-consuming, SM integrated government agencies into the event. Applicants could process essential requirements and documents in the same venue where they were interviewed, removing the logistical barriers that often hinder jobseekers.

Miss Rea Amata, a representative from the Labor Relations and Public Employment Service Office (PESO) of Marikina, emphasized the importance of this proximity:

“Bringing opportunities closer to communities is key—and SM provides that platform. Constituents don't have to travel far or spend a lot on transportation just to find work.”

Employers also found the format highly beneficial. Noelle Tupas of Work Makers Manpower Corporation noted that the face-to-face engagement allowed them to identify "potential immediately," making the hiring process more meaningful and efficient than digital-only applications.

Future-Proofing the Workforce: Upskilling and AI Integration

In 2026, finding a job is only half the battle; staying competitive in a rapidly evolving market is the other. This year, SM Supermalls went beyond recruitment by introducing upskilling and digital literacy sessions.

In partnership with the Department of Information and Communications Technology (DICT), the fairs offered:

• Digital and AI Learning Sessions: Preparing applicants for the "AI Age."

• Certificate Trainings: Adding immediate value to resumes.

• Freelancing Expertise: Helping Filipinos tap into the global gig economy.

Erika Zamora, a trainer from the DICT, explained that these programs help bridge the gap from "job access" to "job readiness." Jobseeker Alberto Eder agreed, noting that AI literacy is no longer just for IT professionals—it is a necessity for everyone entering the modern workforce.

Strengthening the Nation Through Public-Private Partnerships

The Labor Day Job Fair is a testament to what can be achieved through strong Public-Private Partnerships (PPP). By collaborating with government agencies, private employers, and institutional partners, SM Supermalls continues to demonstrate its role as an engine of economic growth.

As the day concluded, the halls of SM were filled not just with successful candidates, but with a palpable sense of moving forward. At SM Supermalls, the goal is clear: to create pathways to employment that are accessible, efficient, and—most importantly—All For You.

About SM Supermalls Job Fairs

As one of Southeast Asia’s leading mall developers, SM Supermalls brings employment opportunities directly to the people. Designed for every "tribe" of jobseeker—from fresh graduates and career shifters to seasoned professionals—these fairs are the country's most preferred destinations for career growth. Through sustained partnerships and a focus on community empowerment, SM continues to build a stronger, more inclusive future for every Filipino.

When the Philippine summer heat peaks, there is only one place everyone wants to be: enjoying the cool breeze of the aircon at their favorite SM Supermall. But this year, the "malling" experience underwent a massive digital transformation. In a groundbreaking collaboration, SM Supermalls x TikTok LIVE turned the traditional mall visit into a high-energy, real-time interactive spectacle that captured the attention of over 24,000 live viewers.

The #SummerPlayAtSM campaign wasn’t just a broadcast; it was an invitation. By merging the physical world of SM North EDSA with the viral energy of TikTok, SM Supermalls proved why it remains the "Most Loved Mall" by staying at the forefront of digital innovation and community engagement.

A New Era of Discovery: #SummerPlayAtSM

The core philosophy of #SummerPlayAtSM is simple: summer is best enjoyed together. Whether you are physically walking through the mall doors or scrolling through your FYP (For You Page), the goal was to create a seamless bridge between online discovery and on-ground action.

The livestream featured top-tier creators like Iñigo Jose and Sean Tristan, who acted as the eyes and ears of the audience. This partnership represents a shift in how Filipinos interact with retail spaces. It’s no longer just about shopping—it’s about discovery, connection, and community in a way that is "All For You."

Play All Day: Real-Time Challenges at SM North EDSA

The ultimate weekend itinerary came to life as creators turned SM North EDSA into a massive, interactive playground. Unlike traditional produced content, this TikTok LIVE allowed the audience to dictate the "next move," making every viewer an active participant in the fun.

Iñigo Jose led the charge with high-octane energy, exploring activities that are certified "barkada-ready." The journey included:

• SM Bowling: Where every strike (or gutter ball) was met with real-time cheers or "dares" from the TikTok comments section.

• Space & Time Cube at The Block: A futuristic, immersive art installation that provided the perfect backdrop for spontaneous challenges.

The end-to-end run through the mall felt like a massive group hangout, proving that the mall is a dynamic space for creators to engage with their followers in a shared, physical environment.

Fit Check LIVE: Curating Summer Style

Summer isn’t complete without the perfect outfit, and Sean Tristan took the "Fit Check" trend to the next level. Using the TikTok LIVE polling features, the audience became Sean’s personal stylists for the day.

Navigating through the SM Store, Decathlon, and catching a glimpse of the action at the Toby’s Sports Pickleball Super Series, Sean showcased the season's hottest trends. From brunch-ready aesthetics to performance gear for summer sports, the real-time interaction allowed viewers to see how items look and move, providing a "shoppertainment" experience that drove instant interest in mall tenants.

Why This Partnership Matters: The Future of Malling

This collaboration marks the first of many between SM Supermalls and TikTok LIVE. By turning everyday malling moments into livestreamed events, SM is redefining mall culture for the Gen Z and Millennial demographic.

Key Highlights of the Experience:

• Interactive Rewards: Viewers didn't just watch; they won. Game passes and SM Malls Online vouchers were dropped throughout the stream, incentivizing participation.

• Tenant Spotlight: The LIVE format allows creators to authentically showcase various tenants—from entertainment hubs to retail giants—giving them a digital megaphone.

• Anytime, Anywhere Access: For those who couldn't make it to the mall, the livestream brought the "SM vibe" directly to their mobile screens.

Forget the usual mall run; it’s time for a total vibe check. SM Supermalls, in an electrifying partnership with StarPop, has officially pulled the curtain back on its newest anthem, “Gala To The Max.” Performed by the powerhouse rising girl group DNA, this track is more than just a catchy earworm—it is a high-energy tribute to the modern Filipino "gala" culture and the diverse tribes that call the mall their second home.

As of April 12, 2026, the soundtrack to your weekend has arrived, and it is officially set to take over your social media feeds and mall hangouts nationwide.

The New "Third Space": More Than Just a Shopping Destination

In the Philippines, "malling" is a national pastime, but the definition of a mall visit is shifting. SM Supermalls is no longer just a place to check off a shopping list; it has evolved into a "third space"—that vital social environment separate from home and work.

“Gala To The Max” captures this exact mood. Whether you are hitting a fitness milestone at a boutique gym, diving deep into a niche fandom at a hobby shop, engaging in a late-night gaming marathon, or enjoying a "paw-some" afternoon with your furbabies at a pet-friendly café, SM remains the ultimate backdrop for every subculture.

“At SM, we’ve always been about creating spaces where memories are made. With ‘Gala To The Max,’ we’re celebrating that unique energy our shoppers bring,” says JonJon San Agustin, SM Supermalls Executive Vice President for Marketing. “It’s about your vibe and your tribe. Whether you're here to play, shop, or just hang out, we want you to feel that this is your space—the most loved mall that truly fits your lifestyle.”

Meet DNA: The Sisters Behind the Sound

The heart of the new anthem lies in the synchronized vocals and infectious energy of DNA. Composed of real-life sisters Ezri, Julia, and Tasha, this trio brings a fresh, youthful spirit to the StarPop-produced track. Their natural chemistry mirrors the "barkada" energy found in every SM corner, making them the perfect ambassadors for the "Gala To The Max" movement.

Designed with TikTok transitions and Instagram Reels in mind, the song features rhythmic beats and a soaring chorus that practically begs for a dance challenge. It’s the definitive score for every Gen Z and Millennial looking to document their "day in the life" at their favorite Supermall.

Why "Gala To The Max" is Trending: An SEO Breakdown

For those looking to stay on top of the latest trends, here is why this anthem is dominating the conversation:

• Hyper-Local Relevance: The song celebrates the unique Filipino concept of gala (wandering/exploring), turning a simple outing into a maximized experience.

• Inclusivity at its Core: From "plantitos" to "cosplayers," the anthem acknowledges that everyone has a tribe at SM.

• Interactive Community: SM isn't just dropping a song; they are launching a movement. The rollout across 90 malls nationwide encourages shoppers to show off their moves and share their "Max" experiences online.

Join the Movement: How to Gala To The Max

The official rollout has begun! Next time you step into an SM Mall—from SM North EDSA to SM Seaside Cebu—listen for the upbeat tempo of DNA. SM is officially calling on the community to:

1. Bring Your Tribe: Gather your friends, family, or pets.

2. Come As You Are: Whether in athletic gear, cosplay, or Sunday best.

3. Share the Vibe: Use the hashtag #GalaToTheMax to show the world how you live life to the fullest at the country's most loved mall.

About SM Supermalls

SM Supermalls is evolving to shape how people live, connect, and experience life in 2026. As one of Southeast Asia’s largest mall developers, with 90 malls in the Philippines and 8 in China, SM continues to build destinations that grow with communities. It remains the trusted, relevant, and loved destination for generations—delivering fresh concepts and meaningful experiences, All For You.

SM Supermalls marked the first anniversary of SM Active Hub with a nationwide activation across its malls, transforming them into the largest playground in the country and the biggest shared space for movement in one synchronized day.

Play goes full throttle at SM City Clark as families dive into the energy of SM Active Hub with movement, fun, and connection in one space.

Launched a year ago, SM Active Hub set out to change how people experience malls. Not just as places to shop, but as spaces to move, connect, and live fully. This vision scaled across the entire network.

Kids take the lead at the Push Bike Competition at SM City Bicutan during the nationwide celebration of the SM Active Hub anniversary.

On April 11, SM Active Hub brought “One Day, Every Mall, One Movement” to life. From sunrise to sunset, malls nationwide hosted runs, rallies, and free-play sessions, turning SM into the largest playground in the country for one synchronized day. Main celebrations took place at SM Mall of Asia and SM North EDSA, anchoring a coordinated, high-energy experience across the country.

Energy spikes at SM City La Union as players bring the heat to beach volleyball, powering the momentum of SM Active Hub.

SM maximizes every space to build the largest playground in the country, where movement is shared and accessible. Across its malls, Filipinos engage in running, pickleball, ice hockey, figure skating, basketball, volleyball, biking, and football, drawing both seasoned athletes and first-time participants.

Momentum builds at SM Mall of Asia as runners take over the bay during the SM Active Hub anniversary weekend, turning every stride into a celebration of movement.

Running remains a core pillar. In 2026, SM activates 24 malls with dedicated running paths, supported by 45 running clubs and 55 running events. What used to be solo is now social. Partnerships continue to scale the platform, with Runrio leading the Philippine Marathon Majors, including the Manila leg and the 42-kilometer EDSA Marathon on Independence Day.

Pickleball and fitness racing expanded the ecosystem. SM Active Hub featured 12 permanent and 13 semi-permanent pickleball courts, accelerating one of the fastest-growing sports in the country. SM North EDSA hosted the Toby’s Pickleball Superseries, while SM Mall of Asia staged fitness racing events for both competitive and casual participants, with both activations happening on April 11 as part of the anniversary.

Future football stars take the spotlight at SM City Laoag as kids bring energy and skill to the game.

The platform now operates at national scale, connecting thousands of participants, partner brands, and sports communities. This drove repeat participation, longer dwell time, and deeper engagement across malls.

Intensity peaks at SM Mall of Asia as athletes push limits in fitness racing, driving the competitive spirit of SM Active Hub.

The anniversary highlighted “Free Play, Full Fun,” opening activities to families, barkadas, and walk-in mallgoers with no barriers to entry. During Free Play Weekend on April 11 to 12, malls nationwide hosted pickleball, running, bowling, table tennis, Zumba, karatedo, chess, dance fitness, karate, biking, football, basketball, volleyball and taekwondo, turning everyday mall visits into active, shared experiences.

SM Active Hub sustains the momentum beyond the anniversary, with sports activations continuing throughout the summer across all SM Supermalls. A full calendar of runs, pickleball sessions, fitness classes, community tournaments, the Groove Dance Showdown, and Summer Sports Clinic keeps the platform active and accessible, driving repeat visits and sustained engagement while positioning SM as the go-to destination for movement and play during the season.

Game on at SM City Lipa as NU Lipa basketball players lead the action with speed, precision, and control on the court.

SM Supermalls continues to evolve the modern third space, integrating retail, wellness, and social connection into one ecosystem. For Gen Z and Gen Alpha, participation is social, shareable, and community-driven.

A pickleball tournament brought the heat to the courts at SM North EDSA, rallying players and spectators for a full day of fast-paced action.

“This is movement at scale,” said Joaquin San Agustin, Executive Vice President for Marketing, SM Supermalls. “We design spaces where communities gather, stay active, and experience life to the max.”

Free Play Weekend ran alongside the anniversary activities.

Precision and discipline take center stage as young athletes showcase taekwondo at SM City Masinag.

As part of its Here to Move campaign, SM Active Hub welcomed Canadian National Champion and PPA Tour athlete Mackonner Dy for a multi-mall tour from April 9 to 12, reinforcing its push to grow pickleball in the Philippines and expand access to international-level play.

All smiles as Canadian National Champion and PPA Tour athlete Mackonner Dy joins Pickleball for Kids at the pickleball court of SM City Sta. Mesa during the SM Active Hub Anniversary.

SM Active Hub extended beyond the mall through the SM Malls Online app, its official digital companion. Users accessed event schedules, registered for activities, unlocked rewards, and stayed updated on runs, pickleball sessions, and fitness events across all SM malls. It centralized the experience, turning every visit into a connected, on-demand journey.

#HereToMove #SMActiveHub

Every day is a chance to embrace your most honest self. To let your personality shine through and create space for the person who matters the most, yourself!

Hey besties, come join us for another fashion & lifestyle moment here in the Metro! Today’s theme: new GRWM essentials you wouldn’t want to miss. Fresh fits? Home picks? Redefine your everyday life with these fresh new concepts curated #AllForYou, and get ready with your most-loved SM Supermalls!

Elevated Fits to Start Your Day
Step 1: Everyday essentials, but make it fashion! Rise and shine in looks that actually slay, and check out these wardrobe refreshes to help you seize the day.

• New Balance 

Featuring its newest store located at Level 2, Building B of SM Podium, New Balance delivers its wide variety of athletic footwear, apparel, and accessories designed for both performance and everyday wear.

• Apple & Eve 

Opening soon at the Central Walk Lower Ground Level of SM City Fairview, Apple & Eve brings its first-in-the-Region offering of casual wear designed for comfort and versatility. Known as a Filipino fashion brand, it features easy-to-wear pieces suited for daily styling.

• MAH 

Located at the Upper Ground Level of the Annex in SM North EDSA, MAH opens its newest retail concept, delivering contemporary fashion and lifestyle pieces. With a curated selection of apparel and accessories, MAH caters to shoppers looking for modern, everyday style essentials.

Luxury Essentials for a Bold Statement

Step 2: Make your presence known with fragrances that speak volumes. From statement-worthy picks to unforgettable scents, these luxe must-haves are a total flex!

• YSL Boutique

Feel exquisite, discover a renewed sense of confidence, and step into a world that redefines luxury beauty as the YSL Boutique marks a first-in-the-Philippines experience. Offering the brand’s range of makeup and signature fragrances, YSL brings its distinct take on luxury to SM Mall of Asia.

Get Ready to Declutter: Cozy Home Reset

Step 3: Getting ready for the day also includes styling the very space you live in. Time for a home glow-up. Let’s declutter, cozy-ify, and embrace a fresh reset of your environment.

Sleek and modern in its recent upgrade, drop by the freshly renovated Crate & Barrel at the Level 3 of SM Aura and explore a curated range of stylish home furnishings, kitchenware, and lifestyle accessories designed to elevate everyday living. Whether you’re redesigning your space, adding statement pieces, or finding thoughtful accents, it’s all about bringing modern style and functionality to your home.

And that’s it! Ready to level up your living space and daily routine? Whether it’s how you dress or how you personalize your home, SM Supermalls is your dependable vibe-check partner. For all the little lifestyle upgrades to help you start your day right, your most-loved mall has got it All For You. 

The win marks the second time SM Supermalls has received the prestigious honor, earning a total of 52 award points across Gold, Silver, and Bronze Stevie recognitions. The achievement highlights the company’s sustained commitment to delivering meaningful, innovative, and customer-first experiences across its most-loved malls.

SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin (third from right) and Senior Assistant Vice President for China Marketing Vivian Chen (second from right) led the company’s delegation in Macao.

“On behalf of SM Supermalls in the Philippines and China, we would like to thank the Asia-Pacific Stevie Awards for this honor. This is a testament to how we continue to evolve and innovate to deliver a truly maxed-out experience for our customers,” said SM Supermalls Executive Vice President Joaquin L. San Agustin, who accepted the recognition.

“We dedicate this to the millions of our customers back home, as well as to our tenant partners and employees who make these experiences possible.”

Driving Sustainability and Environmental Stewardship

From solar-powered rooftops to coastal cleanups and water conservation initiatives, SM Supermalls continues to lead with purpose—championing sustainable practices that empower communities and create a greener future across your most-loved SM Supermalls.

SM Supermalls continues to embed sustainability into its core operations through impactful initiatives such as SM Green Movement, International Coastal Cleanup 2025, Powered by the Sun, and Save Water.

These programs highlight the company’s long-term commitment to environmental responsibility—encouraging everyday action while building greener, more resilient communities, especially in times of crisis.

Championing Social Good and Inclusive Communities

Through initiatives like Movies for the Blind and nationwide job fairs, SM Supermalls continues to open doors—creating inclusive spaces where opportunities and experiences are accessible to all.

Beyond environmental efforts, purpose-driven initiatives remain at the heart of SM Supermalls’ mission. Programs like Mall for All, Empowering Communities, Empowering Together, and SM Job Fairs create meaningful opportunities for Filipinos, while Movies for the Blind ensures that mall experiences are inclusive and accessible to all.

Together, these initiatives reflect SM Supermalls’ role as a space where communities come together and where everyone can truly Gala To The Max.

Celebrating Local Arts, Culture, and Creativity

From colorful festivals to world-class spectacles like the Philippine International Pyromusical Competition, SM Supermalls transforms everyday spaces into cultural stages where creativity and community come alive.

SM Supermalls continues to bring culture and creativity closer to communities through initiatives such as Mindanao Art, Philippine International Pyromusical Competition, Konnichiwa Japan, Animezing North, and Art from All.

These programs transform mall spaces into vibrant cultural destinations—where stories are shared, traditions are celebrated, and creativity thrives across your most-loved SM Supermalls.

Empowering Youth and Strengthening Family Connections

Young talents take center stage at your most-loved SM Supermalls through programs like SM Super Spelling Bee, SM Little Stars, and Besties of Joy, creating moments where families connect, and kids shine in a truly maxed-out experience.

Creating spaces for young talents and families to grow remains a key focus. Initiatives like SM Super Spelling Bee, SM Little Stars, and Besties of Joy provide platforms that inspire learning, creativity, and connection.

Through these programs, SM Supermalls continues to nurture the next generation while strengthening family bonds—making every visit a chance to enjoy a maxed-out experience together.

Expanding Destinations and Elevating Experiences

From the grand opening of SM City Laoag to purpose-led spaces like the Mallseum in SM City La Union, SM Supermalls continues to shape vibrant destinations where communities can gather, explore, and Gala To The Max.

SM Supermalls’ continuous growth is anchored in thoughtful, community-driven development. The recognition of SM City Laoag and SM City La Union’s Opening in 2025 highlights the company’s continued expansion across the country.

Meanwhile, initiatives such as SM City La Union’s Translating Local Identity into Purpose-led Brand Experience and its Mallseum showcase how each development reflects the unique identity and heritage of its locale.

From large-scale spectacles to everyday engagement, SM Supermalls continues to redefine the malling experience. Crowd-favorite activations such as SM Active Hub, Pride Pheerayde, and SM Mall of Asia Night of Lights bring communities together through dynamic and immersive events.

These experiences embody the brand’s commitment to creating moments that go beyond shopping—inviting everyone to Gala To The Max in every visit.

Extending Innovation Across SM China

A burst of color and energy takes over SM Yangzhou with Mango Vibes Only, bringing together music, community, and immersive experiences that reflect SM Supermalls’ vibrant spirit across borders.

Beyond the Philippines, SM Supermalls’ excellence is mirrored in its China portfolio through locally resonant, highly engaging campaigns. Initiatives such as SM City Zibo: Let’s Wave, SM City Tianjin: Three Color Sports 6.0, and SM City Yangzhou: Mango Vibes Only highlight the brand’s ability to create vibrant, lifestyle-driven experiences tailored to diverse communities.

A whimsical, family-friendly experience unfolds at SM Chengdu with The Frog Prince, blending storytelling and interactive play to create magical, maxed-out moments for all ages.

Seasonal and cultural storytelling also took center stage with SM City Xiamen: Chinese New Year with Songxi Woodblock Prints and SM City Chengdu: The Frog Prince, blending tradition and creativity to deliver immersive mall experiences.

Wellness meets fun at SM Jinjiang, where playful installations and engaging activities invite mallgoers to unwind, recharge, and enjoy a lighthearted escape.

Meanwhile, SM City Jinjiang: Bean There, Beat That Stress! showcases innovative wellness-driven engagement, while SM Haicang: Grand Opening reflects the continued expansion and growing footprint of SM Supermalls in the region.

Together, these initiatives underscore SM Supermalls’ strength as a regional brand—capable of delivering impactful, culturally relevant, and truly maxed-out experiences across markets.