Hanna Carinna Sy and Steven Tan at the launch of 'My SM' campaign
That is the idea behind My SM, SM Supermalls’ newest campaign. Launched at The Podium on Sept. 10, it offered a teaser of what shoppers can expect next, from new destinations and more dining and leisure spaces to facilities for different communities and younger shoppers.
Some of these changes have been years in the making. When Steven T. Tan, president of SM Supermalls, joined the company in 2004, restaurants and food concepts accounted for less than five percent of its mall mix. Today, he says that figure is closer to 30 percent.
As e-commerce continues to grow, the question becomes more relevant: What can a mall offer that people cannot get online?
“It’s not just about creating retail spaces anymore. It’s about creating experiences, things that you cannot experience in e-commerce,” Steven says.
More reasons to stay
Food is one answer. “People go to the mall now to celebrate, to dine, and to experience,” he points out.
Spaces are also being designed for people to sit, meet, and spend time. Steven refers to “Gala to the Max,” built around the Filipino habit of going out. “We really created that space for people to gala, to hang out.”
This same thinking can be seen in larger projects. SM Nuvali, set to open in November, is being positioned as an eat-and-play destination with a new LED cinema screen experience. In Cebu, the recently opened 25,000-seat SM Seaside Cebu Arena gives the region a new venue for concerts and major entertainment events.
Animezing 2026 event at SM North EDSA
A place for your people
The changes are not always about building something large. They can also begin with a group of people who share an interest.
During the media gathering’s question and answer segement, I mentioned how my son will travel all the way to SM North EDSA for an anime event. For him, the trip is worth it because he knows he will find other people who enjoy the same things.
This idea of creating a “home for every tribe” is something Hanna Carinna T. Sy, senior assistant vice president for Marketing and Leasing at SM Supermalls, says the company is paying attention to.
“It’s really about listening to our customers. What do they want? What are people looking for?”
Anime and other fandoms have become part of that conversation, along with K-pop, P-pop, pets, sports, and active living. Pickleball now has 102 courts across 32 SM malls, while more than 40,000 runners participated in the Galaxy Manila Marathon and SM2SM Cebu events this year.
Hanna says SM is also looking at ways to make malls more convenient for people bringing their pets along. The Podium recently introduced a pet changing station, with plans to bring similar facilities to other malls. “Since the pandemic, there has been a boom in pet owners and people really treat their pets like family.”
The pet programs are especially close to her. “Personally, I think it would be the pets,” she says when asked which program she considers her favorite. “Maybe because that was the program I really started. It was my first program.”
Other long-running programs cater to younger mallgoers in different ways. SM Little Stars, which has been around for 17 years, gives children a platform to showcase their talents, while the SM Spelling Bee adds an educational component. “We really try to offer something that works for every age.”
Galaxy Manila Marathon
Gen Z gets a say
Another group helping SM think about what comes next is Gen Z itself. Steven says the company has formed a Gen Z council whose members share ideas on trends, interests, and what their generation is looking for.
The younger council brings in new ideas, while the older team contributes years of experience. “There will be a balance of new ideas, plus experiences that you have had before,” Steven says.
The same focus will be seen at the upcoming SM Harrison Plaza, where an entire floor will be dedicated to younger mallgoers, given its proximity to schools such as De La Salle University and St. Scholastica’s College.
Hanna also noted that Gen Z and Gen Alpha are not just today’s customers. They are the mallgoers SM will continue to serve in the coming years, which means paying attention not only to how they shop, but also to how they spend their time together.
The mall's Sensory Lab for PWDs
Culture, creators, and weekends at the mall
SM has been adding art, heritage, and cultural activities through projects such as Museo del Galeon, Art for Everyone, and its AweSM festivals.
It has also introduced SM SuperMakers, a creator community built primarily on TikTok, giving content creators opportunities to participate in events and experiences across SM malls and share them with their own audiences.
Changes you may not notice
Steven also noted that solar energy currently supplies more than 10 percent of SM’s power, with that figure expected to increase as technology improves. Collected PET bottles are also sent to third-party partners that recycle them into usable products such as bags, containers, chairs, and other items.
At SM City Marikina, a water catchment basin beneath the property can hold the equivalent of more than 20 Olympic-sized swimming pools, according to Steven. Rainwater is held during heavy downpours and released after the rain subsides to help avoid adding to flooding in the area.
SM malls have also long allowed motorists to leave their vehicles overnight in elevated parking areas without charge during severe weather.
What comes next
When asked what he is most excited for people to experience, Steven does not point to one particular mall, restaurant, arena, or attraction. “It’s how we evolve. You would see a lot of them in the coming months or even years.”
Shopping will always be part of the mall. But what may keep bringing us back are the things we cannot add to an online cart: meeting people, trying something new, cheering at a concert, playing a game, eating together, or simply finding a place to spend a few hours.
For many Filipinos, the mall has become more than somewhere to shop. It is also a place to meet, spend time, and, in its own way, feel at home.
No comments:
Post a Comment