To stay relevant, PH mall chain evolves with the times
Sep 17, 2026
The term “malling” has been in use since the late 1970s and meant just that — a trip to the mall to hang out with friends, shop for groceries, have a meal or catch a movie. For decades, it was a favorite pastime of many, but consumers’ needs have changed and continue evolving.
“We are seeing that Filipinos care more about experiences than just buying things,” said Steven Tan, president of SM Supermalls, at a media briefing held Sept. 10.
To meet that shift in demand, the country’s largest mall chain has been going beyond expanding its footprint by providing spaces and serving as a venue for Filipinos to explore their varied interests.
That evolution is reflected in the way SM Supermalls is reshaping its spaces and programming to respond to the activities and experiences that matter most to consumers today.
Among the clearest indications of that shift is the growing interest in wellness and social activities, which malls are increasingly incorporating into their spaces and events. Over 40,000 runners participated in the Galaxy Manila Marathon and SM2SM Cebu events this year.
“The numbers we’re seeing for active lifestyle are really amazing,” Tan said, adding that wellness is now part of people’s daily routines. “We now have 102 pickleball courts spread across 32 SM malls nationwide.”
The arts have also long been championed by the chain. In the ‘90s, one of the upper floors at SM Megamall was devoted to art galleries and exhibits. Since then, its cultural offerings have expanded with the opening of Museo del Galeon, events like Art for Everyone, and interactive campaigns like Gala to the Max.
Tan also announced key milestones for the chain, including the newly opened SM Seaside Cebu Arena and the launch of SM Supermalls’ 90th location in Zamboanga City earlier this year.
“With 25,000 seats, SM Seaside Cebu Arena is actually bigger than our Mall of Asia Arena. It will now bring world-class concepts, concerts, and major sporting events in the Visayas region,” he said.
“[The Zamboanga opening], meanwhile, marks another major step in deepening our presence across Mindanao, bringing lifestyle experiences to even more communities.”
By November this year, SM Nuvali will open along the South Luzon corridor. Once operational, the sprawling mall will house the country’s first LED cinema screen experience of its kind.
Matching consumer demand, SM’s tenant footprint grew four percent in the first half of 2026, surpassing 23,000 tenants nationwide.
“Food, leisure, and lifestyle concepts are leading the demand right now,” said Hanna Carinna Sy, senior assistant vice president for marketing and leasing.
“We’re actively curating a mix that keeps shoppers staying longer.”
Over the next six months, several existing malls will undergo property upgrades, including SM City Iloilo, SM City Naga, SM City Santo Tomas in Batangas, and SM Aura.
Beyond retail, SM has been supporting local economies by partnering with nearly 900 small businesses daily, hosting trade fairs for 3,000 entrepreneurs, and connecting over 330,000 job seekers through more than 500 job fairs.
Its environmental programs also focus on nationwide plastic collection and solar power integration.
“We want to grow, but we want to grow responsibly,” Tan said, noting that the company aims to build lasting opportunities and spaces where communities can connect.
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