Dagupan came alive with flavor and local pride as SM Center Dagupan took part in the city’s iconic Bangus Festival, hosting the vibrant Bangus Festival Food Fiesta and offering up to 70% off in its summer sale. The event also highlighted SM's commitment to supporting local entrepreneurs through the SM for Micro, Small, and Medium Enterprises (MSMEs) initiative.

Known as the Milkfish Capital of the Philippines, Dagupan’s annual Bangus Festival is more than just a celebration—it’s a tribute to the hardworking community and rich culture that define the city. This year, SM Center Dagupan didn’t just participate; it made the festivities even more memorable. 

In the photo: SM Supermalls Assistant Vice President for Micro, Small, and Medium Enterprises (MSMEs) Royce Cabunag (5th from left), with Department of Trade and Industry (DTI) representatives led by Atty. Joseph Manuel Pamittan (center), along with the MSMEs, at the launch of the Bangus Festival Food Fiesta at SM Center Dagupan in Pangasinan.

From April 25 to 30, SM shoppers and festival-goers enjoyed a feast for the senses with flavorful bangus-inspired delicacies, cultural exhibits, and handcrafted local products — all made possible by MSMEs proudly featured under the SM for MSMEs program.

Freshly packed dried fish from Micro, Small, and Medium Enterprises (MSMEs) attract food lovers.

“The Bangus Festival is a celebration of everything that makes Dagupan special — resilience, creativity, and community. By spotlighting our MSMEs, we’re helping bring their passion and products to a wider audience,” shared Joaquin San Agustin, Executive Vice President for Marketing, SM Supermalls. 

Local Micro, Small, and Medium Enterprises (MSMEs) proudly display their finest bangus products.

In partnership with the Department of Trade and Industry (DTI), this event emphasized the role of entrepreneurship in regional growth — proving that when local businesses thrived, communities flourished. 

The Bangus Festival Food Fiesta showcases the best of local Micro, Small, and Medium Enterprises (MSME) offerings.

Beyond the food fiesta, mallgoers dove headfirst into the Bangus Festival Sale, where summer finds were up for grabs at up to 70% off — a perfect blend of shopping, savings, and celebration.

The SM for MSMEs initiative continued to be a cornerstone of SM Supermalls’ advocacy to uplift small businesses across the country. By supporting festivals like Bangus, SM reaffirmed its commitment to empowering local talents and traditions, ensuring that Filipino pride and enterprise went hand-in-hand. 

A local vendor showcases their delicious bangus treats.