SM Supermalls recognized for culture, consumer insights, and community marketing at the Marketing Excellence Awards 2026

Three award-winning campaigns showcase how SM Supermalls transforms insights into experiences that resonate with Filipino communities.

SM Supermalls’ two Gold Awards and one Silver Award at the Marketing Excellence Awards 2026 recognize the company’s commitment to cultural storytelling, consumer insights, and impactful launch marketing.

MANILA, Philippines, 8th August 2026 — Great marketing goes beyond capturing attention—it creates genuine connections. At SM Supermalls, every campaign begins with understanding the communities it serves, from celebrating local culture and uncovering consumer insights to creating launches that reflect the identity of a place.

This commitment was recognized at the Marketing Excellence Awards 2026, where SM Supermalls received two Gold Awards and one Silver Award, affirming its consumer-first approach to creating meaningful, maxed-out experiences for Filipino communities.

Recognized at the 2026 Marketing Excellence Awards, SM Supermalls’ winning campaigns celebrate local culture, deepen consumer understanding, and create meaningful experiences for communities nationwide.

One of the Gold Awards recognized SM Lanang’s Mindanao Art for Excellence in Cultural Storytelling. More than an art initiative, the campaign transformed the mall into a platform for Mindanao’s artists, showcasing local creativity while fostering a deeper appreciation for Mindanao’s rich artistic heritage. By bringing art closer to everyday audiences, SM Lanang created meaningful cultural experiences that resonated beyond the gallery walls.

Another Gold Award was given to the SM Supermalls Consumer Insights Program under Excellence in Consumer Insights/Market Research. Built on continuous listening and data-driven consumer understanding, the program enables SM Supermalls to create more relevant experiences, strengthen customer engagement, and respond to the evolving lifestyles of the communities it serves nationwide.

Completing the recognition was a Silver Award for the SM City La Union Grand Opening in the Excellence in Launch Marketing category. The campaign went beyond introducing a new mall—it celebrated La Union’s identity and growing community, welcoming residents and visitors with experiences that reflected the province’s vibrant culture while establishing SM City La Union as Northern Luzon’s newest lifestyle destination.

“At SM Supermalls, we believe meaningful marketing starts with understanding people,” said Joaquin L. San Agustin, SM Supermalls Executive Vice President for Marketing. “Whether we’re celebrating local culture, learning from our customers, or opening new spaces that serve communities, our goal has always been to create experiences that genuinely resonate. These recognitions inspire us to continue creating programs that are relevant, purposeful, and meaningful for every Filipino.”

The recognitions reflect SM Supermalls’ continued commitment to creating experiences shaped by insight, inspired by local communities, and anchored in meaningful connections. As the country’s most-loved mall, SM Supermalls remains focused on delivering meaningful, maxed-out experiences that celebrate the people, places, and stories that make every community unique.

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About SM Supermalls

SM Supermalls is one of Southeast Asia's largest mall developers and operators, with 90 malls in the Philippines and 9 in China. For generations, SM has grown alongside Filipino communities by creating destinations where people, businesses, and opportunities come together.

Through "My SM", SM continues to evolve with the changing lifestyles of Filipino communities—creating places where people can discover, connect, move, play, and recharge through thoughtfully designed experiences, better connectivity, and spaces that bring everyday life closer together.

My SM. Your Most Loved Supermall.

SM Prime Joins DILG in Launching Nationwide Unified 911 for Resilience Campaign

SM Prime Holdings, Inc. has partnered with the Department of the Interior and Local Government (DILG), Philippine National Police (PNP), and the Bureau of Fire Protection (BFP) to launch the Unified 911 for Resilience: National Campaign. This nationwide initiative aims to strengthen public awareness of emergency preparedness and promote a more coordinated emergency response system across the country.

Held at the SM Mall of Asia Globe in observance of National Disaster Resilience Month, the campaign brought together more than 2,000 representatives from the DILG, BFP, PNP, local government units, barangays, and other partner agencies for a unified call to build safer, more resilient communities.

Building Safer and More Resilient Communities

"At SM, we believe that resilience is a shared responsibility. Building safer, more prepared communities requires the government, businesses, and citizens to work together toward a common purpose," said SM Supermalls Vice President for Operations Junias M. Eusebio. "It is an honor for SM to be the private sector partner and to stand alongside the DILG, the PNP, and the Bureau of Fire Protection in launching the Unified 911 for Resilience: National Campaign."

Department of the Interior and Local Government Secretary Juanito Victor C. Remulla and Pasay City Mayor Emi Calixto-Rubiano led the event alongside senior officials from the DILG, PNP, BFP, Bureau of Jail Management and Penology, Office of Civil Defense, Philippine Coast Guard, Emergency 911 National Office, and the City Government of Pasay.

Nationwide Digital Activation

One of the campaign's highlights was the simultaneous activation of Unified 911 campaign materials across SM Prime's nationwide digital network, including the iconic MOA Globe and nearly 400 cinema screens nationwide. This synchronized rollout amplified the campaign's message, leveraging SM's extensive footprint to reach millions of Filipinos and encourage greater awareness of the country's emergency response initiatives.

Through its partnership with the DILG and other government agencies, SM Prime continues to support initiatives that promote public safety, disaster preparedness, and community resilience by utilizing its nationwide mall network and digital platforms.

Important Question

What is the main objective of the Unified 911 for Resilience campaign launched by SM Prime and the DILG?

Answer

The campaign aims to strengthen public awareness of emergency preparedness and promote a more coordinated emergency response system across the country.

 

SM for MSMEs and WomenBizPH Strengthen Support for Women-Led Enterprises Through Hybrid Trade Fairs

Every successful business begins with someone brave enough to take the first step. For countless women entrepreneurs, that journey starts with a simple idea, nurtured by passion, strengthened by resilience, and driven by the dream of creating a better future for their families and communities. Yet while many have built remarkable products and businesses, one challenge remains constant—finding opportunities to be discovered.

Recognizing the vital role women play in driving entrepreneurship and local economic growth, SM Supermalls, through SM for MSMEs, continues to strengthen its support for women-led enterprises through its partnership with WomenBizPH. The Women Strong Network Hybrid Trade Fairs bring together inspiring women entrepreneurs at SM Megamall and SM City Cebu, with succeeding activations at SM City Lucena and SM City Zamboanga.

Celebrating Women’s Ingenuity and Local Craftsmanship

From proudly local delicacies to globally competitive designs, the fair is a continuous celebration of women’s ingenuity, resilience, and contribution to nation-building through enterprise. More than a marketplace, the trade fairs serve as a platform where women entrepreneurs can introduce their brands to new customers, exchange ideas, build meaningful connections, and grow their enterprises.

The initial lineup for the SM Megamall leg featured entrepreneurs from Luzon, Visayas, and Mindanao, showcasing a curated selection of proudly Filipino brands featuring handcrafted fashion, woven textiles, artisanal food, wellness products, accessories, jewelry, home décor, and lifestyle essentials.

Empowering Through Learning and Collaboration

Beyond shopping, each three-day trade fair offers a dynamic lineup of activities designed to empower entrepreneurs through learning and collaboration. Business talks, keynote sessions from government and industry leaders, exhibitor sales pitches, networking opportunities, fashion showcases, and recognition programs provide participants with valuable insights.

"Women entrepreneurs continue to drive innovation, create livelihoods, and strengthen communities across the country. Through our partnership with WomenBizPH, we hope to provide more opportunities for women-led businesses to gain greater visibility, connect with more customers, and continue growing," said Joaquin L. San Agustin, Executive Vice President for Marketing, SM Supermalls.

“Empowered women empower women. And when women come together to support one another in business, innovation and impact follow,” added Mylene Abiva, Board Secretary of WomenBizPH.

Important Question

What is the objective of the Women Strong Network Hybrid Trade Fairs organized by SM for MSMEs and WomenBizPH?

Answer

The trade fairs aim to empower women-led enterprises by providing accessible platforms to showcase their products, gain greater visibility, connect with new customers, and expand their market reach across SM Supermalls.

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

MANILA, Philippines, 29 July 2026 — 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."

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About SM Supermalls

SM Supermalls is one of Southeast Asia’s largest mall developers and operators, with 90 malls in the Philippines and 9 in China.Every Filipino has an SM story. For generations, SM has been more than a place to shop. It has become part of everyday Filipino life, a place where families gather, friendships grow, milestones are celebrated, passions are discovered, and communities come together. As Filipinos’ lifestyles continue to evolve, SM continues to transform its destinations through My SM creating malls that are more connected, experiential, and meaningful, while remaining the place Filipinos know, trust, and call home. My SM. Your Most Loved Supermall.

 

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.

Rewarding Responsible Waste Management

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.

Strengthening Environmental Sustainability

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. 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.

Important Question

What is the purpose of the SM Green Recycling Machines deployed across SM Supermalls?

Answer

The SM Green Recycling Machines allow mallgoers to deposit eligible plastic bottles in exchange for rewards, turning routine mall visits into sustainable habits that divert waste from landfills and support a waste-free future.

 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.

Crowned Grand Winners

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.

Urmeneta 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.”

“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.

Esteemed Panel and Impressive Prizes

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.

Urmeneta and Quimzon were joined on the podium 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

• 3rd Runner-Up: John Rouie S. Dizon of SM City Pampanga

As top winners, Urmeneta and Quimzon each received a prize package 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 other rewards.

Important Question

Who won the highest honors at the SM Little Stars 2026 Grand Finals?

Answer

Gratiela Thresse M. Urmeneta of SM City Manila won the Grand Shining Star title, and Amiah Kaea Yzobel Quimzon of SM City Butuan won the Grand Dazzling Star title.

The Blackout Zone: SM Cares, CHED Turn Experience Into Understanding

SM Cares, in partnership with the Commission on Higher Education (CHED), brought The Blackout Zone to the CHED Central Office Auditorium at the Higher Education Development Center Building in Diliman, Quezon City from July 21 to 22, 2026.

Developed through SM’s Mall for All drive on inclusivity, the immersive exhibit invited students, educators, and members of the academic community to experience life without sight in a controlled and safe environment. Participants were guided through everyday activities designed to encourage them to look beyond limitations and recognize the abilities, independence, and resilience of people with visual impairments.

“Sometimes, understanding begins when we are willing to step outside what is familiar,” said Richard V. Caluyo, Senior Assistant Vice President for SM Cares. “By bringing The Blackout Zone closer to schools and the academic community, we hope to inspire young people and educators to help build learning environments where every person feels seen, respected, and included.”

Immersive Sensory Experience

For a few moments, participants stepped into complete darkness. Without relying on sight, they navigated familiar tasks through touch, sound, scent, and the reassuring guidance of others. What emerged was a deeper appreciation of how persons with visual impairments experience and move through the world each day.

Previously mounted in SM malls, The Blackout Zone has featured sensory and everyday activities such as tying a shoe, preparing coffee and sandwiches, identifying candy and scents, and experiencing Movies for the Blind. Its CHED installation marked a meaningful step beyond the mall setting, allowing the initiative to reach people who help shape classrooms, institutions, and future generations.

Catalyzing Action and Inclusive Policies

Through its partnership with CHED, SM Cares hopes to deepen conversations around accessibility and encourage higher education institutions to strengthen inclusive practices both inside and outside the classroom.

“Our united goal with SM for The Blackout Zone is for the program to serve as a catalyst for meaningful action,” said CHED Commissioner Michelle A. Ong. “Empathy allows us to dismantle the barriers that hamper inclusion and education of Filipinos with vision impairments. Through this shared effort, we hope to further guide policies tightly woven with real-life experiences to serve this sector better.”

The experience served as a reminder that inclusion grows through empathy translated into thoughtful actions—from offering clear assistance and respecting independence to creating spaces where people of all abilities can participate fully. The Blackout Zone forms part of SM Cares’ continuing programs for persons with disabilities, promoting accessibility, sensitivity, inclusive employment, and meaningful community participation.

Important Question

What was the objective of bringing The Blackout Zone to the CHED Central Office?

Answer

The installation aimed to give students, educators, and academic leaders an immersive experience of life without sight, fostering empathy, deepening conversations around accessibility, and encouraging higher education institutions to strengthen inclusive practices.