SM Supermalls Reimagines Leisure for a New Generation
Pivoting from traditional retail, experiential hubs, community spaces, creator centers, and immersive arenas drives the future of Filipino leisure
- Expanding destination flagships with the upcoming launch of SM Nuvali and the newly opened 25,000-seat SM Seaside Cebu Arena.
- Evolving the “My SM” ethos to champion culture, active lifestyles, and digital-first creators through targeted community programs.
Designing spaces for a full day of discovery
Traditional mall visits used to center purely on quick errands and retail shopping. Today, visitors treat these spaces as community grounds to discover hobbies, dine, and spend unstructured weekends exploring interactive setups.
To meet this shift, SM Supermalls is realigning its strategy around experiential flagships. Following its 90th mall opening in Zamboanga, the operator will launch SM Nuvali this November as a South Luzon eat-and-play destination featuring the country’s first LED cinema screen experience of its kind.
Regional entertainment is also gaining major momentum in the south. The new 25,000-seat SM Seaside Cebu Arena offers a world-class venue for major concert tours and live events, giving Visayas audiences direct access to global talent without traveling to the capital.
Building a home for activities
Modern shoppers are trading passive browsing for wellness, arts, and focused social groups. The overarching “My SM” movement caters to this lifestyle shift, carving out spaces for pet owners, running clubs, and pop fandoms alike.
Active recreation continues to see massive turnout across locations. More than 40,000 runners joined the Galaxy Manila Marathon and SM2SM Cebu races this year, while pickleball has expanded to 102 courts across 32 properties nationwide.
Cultural initiatives like Museo del Galeon and Art for Everyone integrate heritage directly into everyday mall visits. These activations turn routine weekend outings into shared experiences, proving modern public spaces thrive on active engagement.
Curating concepts and empowering modern storytellers
Leasing strategies are prioritizing vibrant dining and lifestyle brands that invite guests to stay longer. SM expanded its tenant base by 4% in the first half of 2026, reaching over 23,000 tenants nationwide as experiential concepts lead consumer demand.
To capture this energy online, the brand launched SM SuperMakers, an always-on TikTok community (@OfficialSupermakers). The initiative gives local creators exclusive event access, special perks, and collaborative campaign briefs to share their experiences in real time.
Underpinning these lifestyle upgrades is a continued commitment to local enterprises and sustainability. By supporting 900 small businesses daily, hosting fairs for nearly 3,000 entrepreneurs, and growing its solar power network, SM keeps community impact at the center of its growth.
Frequently asked questions
“My SM” is an overarching initiative focused on transforming malls into experiential community hubs that cater to modern subcultures, active lifestyles, and shared social activities.
SM is opening SM Nuvali this November with the country’s first LED cinema screen of its kind, following the recent launch of the 25,000-seat SM Seaside Cebu Arena.
Properties now feature 102 dedicated pickleball courts across 32 malls nationwide, alongside marquee running events that drew over 40,000 participants this year.
SM SuperMakers is an always-on creator community on TikTok designed to collaborate with local digital storytellers through exclusive events, features, and brand campaigns.
SM partners with roughly 900 small businesses daily, hosts trade fairs for around 3,000 entrepreneurs, and integrates solar power installations and plastic collection across its network.
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