Filipino ingenuity and entrepreneurship took center stage at SM Megamall this week as the 2026 DTI–Bagong Pilipinas National Trade Fair showcased the country’s best products and innovations.

 

The five-day event highlighted Filipino enterprise, creativity, and resilience, bringing together micro, small, and medium enterprises, institutional buyers, and consumers in a highly accessible setting, turning commerce into a shared public experience.

DTI Secretary Ma. Cristina Roque and DTI Assistant Secretary Nylah Bautista together with Embassy Officials and stakeholders mark the opening of the DTI Bagong Pilipinas National Trade Fair 2026, highlighting how accessible platforms like SM Supermalls help bring national initiatives closer to the public (Right photo)

DTI Key Officials mark the opening of the National Trade Fair 2026, highlighting how accessible platforms like SM Supermalls help bring national initiatives closer to the public.

Held from February 18–22, 2026 at Megatrade Halls 1–3, the fair featured locally made food, fashion, home, and lifestyle products, business-matching opportunities, and curated exhibits highlighting sustainable production and elevated Filipino design. These on-ground activities supported the Bagong Pilipinas agenda by expanding market access, strengthening value chains, and creating pathways for MSMEs to scale.

SM executives (L-R) Mr. Royston Cabunag, AVP for SM Communities Program, Ms. Liza Silerio, VP for Corporate Compliance Group, Ms. Pats Dy, SAVP for SM Communities Marketing try on hand-embroidered, fashion-forward pieces by an indigenous artisan from Abra—bringing stories from the mountains to the heart of the city. Through DTI and SM, indigenous MSMEs gain wider market access, celebrating culture, craftsmanship, and inclusive growth in one shared space.

"It's rare to find a place where you can get the chance to buy the best of the Philippines, and it's good that it's in a very accessible location." -Ezekiel Rosales and Michelle Milla - Trade Fair Customers (Left photo)

"Nakakatuwa po na naipapakita namin ang aming mga gawa sa ibang lugar. Kasabay po noon ay kumikita pa kami." - Jezriff Anni - Zambulu Artworks (Right photo)

"Ang galing po kasi noon, doon lang kami sa bayan namin sa Aklan nakakapagbenta. Ngayon po, two years na kami nakakasali sa trade fairs and lumawak na po ang market namin. May mga orders na po kami galing sa ibang lugar." -Jezethel Bandiola - Bandiola's Piña Weaving (Left photo)

The staging of the National Trade Fair at SM Megamall highlighted how well-loved, high-traffic urban spaces can function as effective platforms for national programs—giving MSMEs the opportunity to reach new markets, test products in real time, and engage directly with partners and consumers.

“Our partnership with SM goes beyond providing space—it is about building a full ecosystem for MSMEs. Through SM Supermalls and its retail businesses like SM Department Store, SM Markets, and Kultura, MSMEs are given real market access, visibility, and opportunities to scale. This kind of private-sector commitment is exactly what enables Filipino entrepreneurs to grow, professionalize, and contribute meaningfully to inclusive national development,” said Cris Roque, Secretary, Department of Trade and Industry

By supporting nationally significant trade fairs, SM Supermalls broadens MSME reach through accessible, high-visibility locations, supports business growth through professional environments designed for market readiness, and contributes to nation-building by aligning its mall infrastructure with programs that generate livelihood and strengthen local industries.

The National Trade Fair fostered a powerful sense of shared purpose where commerce, culture, and community converged reinforcing the belief that economic growth is most meaningful when it is inclusive, experiential, and deeply connected to the people it serves.

As demonstrated by the 2026 DTI–Bagong Pilipinas National Trade Fair, SM Supermalls continues to deliver on its commitment on Max Out Experiences, living out its promise of “All for You.” As your most loved mall, SM Supermalls transforms its spaces into dynamic platforms for entrepreneurship, cultural celebration, and meaningful public engagement going beyond retail to champion inclusive national growth and create experiences thoughtfully designed for every Filipino.

Under the SM for MSMEs program, MSME Hub owners Alamanga and Rainbow Scoops bring locally made flavors and proudly Filipino products closer to the community—proof that when small businesses are given the right platform, they grow and thrive.

Building on strong MSME momentum in 2025, SM Supermalls is entering 2026 with a renewed and sharped focus on empowering Filipino entrepreneurs, leveraging its nationwide mall network to create tangible growth opportunities for micro, small, and medium enterprises (MSMEs). 

Through its SM for MSMEs program, SM Supermalls empowered 920 new MSMEs and start-ups in 2025, with nearly 10% successfully transitioning into regular mall tenants through kiosks, counters, or in-line stores nationwide. Since its enhanced rollout in March 2024, the program has supported 2,288 unique MSMEs, providing real-world platforms where entrepreneurs can test, refine, and scale their businesses.

In 2025 alone, 28,761 MSME booth activations were mounted nationwide, driven by a growing consumer demand for locally made, experience-led products across food and beverage, beauty, wellness, and lifestyle categories.

Honoring MSME Excellence


The annual SM for MSMEs Wall of Champions recognized outstanding MSME awardees and finalists whose businesses demonstrated exemplified resilience, innovation, and community impact—serving as a tribute to Filipino entrepreneurship and its vital role in nation-building.

“The private sector has a role to play in enabling the future growth of the MSME sector,” said Steven Tan, President of SM Supermalls. “Supporting the grassroots economy is a long-term commitment we intend to uphold.” 

2025 MSME awardees and finalists gathered at the SM for MSMEs Wall of Champions with executives from SM Supermalls and the Department of Trade and Industry, celebrating excellence, resilience, and community impact. 

“SM is like a big brother to smaller businesses like us,” said Euclid S. Cezar, President and CEO of Famous Belgian Waffle and a 2025 Medium Enterprise finalist. “Being recognized motivates us to expand, innovate, and bring our products to more communities.”

Nation-Building Through Partnerships

From learning summits and curated markets to large scale trade fairs, SM Supermalls worked closely with key partners including the Department of Trade and Industry, Go Negosyo, media organizations, trade fair organizers, and MSME exhibitors to deliver meaningful, measurable outcomes for entrepreneurs nationwide. 

 

  Supermalls spotlight the Philippine coconut industry as MSMEs take centerstage—local entrepreneurs proudly showcasing coconut-based products crafted by Filipino hands.

PHOTO: (L–R) Cong TV, Viy Cortez, Ivy Cortez, and Rolly Cortez joined MSMEs and mallgoers during the VIYLine MSME Caravan at SM City Santa Rosa. MID PHOTO: During the VIYLine MSME Caravan opening at SM City Santa Rosa, Cong TV surprised the crowd by revealing himself onstage after posing as a cameraman. RIGHT PHOTO: Influencers and entrepreneur-creators met fans and shoppers during the VIYLine MSME Caravan at SM City Santa Rosa, bringing digital communities into real-world marketplaces.

According to the Department of Trade and Industry, MSMEs account for 99.63% of businesses and 66.58% of total employment in the Philippines, underscoring their critical role as the backbone of the national economy.

Major 2025 highlights included the DTI National Food Fair, Negros Trade Fair, Women Strong Trade Fair by WomenBizPH, VIYLine MSME Caravan, and the Go Negosyo MSME Summit 2025, which energized the SM Mall of Asia Music Hall with mentorship sessions and business insights, highlighted by Francis Kong’s talk, “Now and Next: The Trends in Business for MSMEs.” 

The Go Negosyo MSME Summit 2025 energized the SM Mall of Asia Music Hall last July 19, bringing together entrepreneurs and mentors for inspiring talks, mentorship, and growth opportunities—highlighted by Francis Kong’s session, “Now and Next: The Trends in Business for MSMEs.”

Expanding Opportunities Beyond Metro Manila

Leveraging its nationwide footprint, SM Supermalls expanded regional trade fairs and themed marketplaces across Luzon, Visayas, and Mindanao, bringing high-visibility platforms closer to local communities and advancing more inclusive, region-led growth. 

The Negros Trade Fair opening day at SMX Aura drew crowds eager to experience Negrense delicacies, craftsmanship, and heritage products. 

Women-led enterprises showcased proudly Filipino products at the Women Strong Trade Fair at SM Megamall, championing collaboration, innovation, and inclusive growth. Kicking Off 2026 With Strong MSME Partnerships

To start 2026, SM Supermalls—together with government agencies, media partners, and trade fair organizers, will host and support a new slate of MSM focused events. 

DTI Region IV-A Coco Festival Food Fair January 14–20, 2026 | SM City San Pablo Featuring coconut-based products and local delicacies from MSMEs in Region IV-A. 

Philstar Nakakalokal Bazaar January 16–18| SM Seaside City Cebu Showcasing homegrown food, fashion, crafts, and lifestyle brands from the Visayas and the Cordillera region, highlighting locally made MSME products.

The Silk Events Bazaar (upcoming) January 28–February 10, 2026 | SM La Union A curated lifestyle and artisan market offering MSMEs extended exposure in a tourism-driven destination.

As SM Supermalls moves into 2026, SM for MSMEs continues to evolve as a scalable growth platform—transforming participation into opportunity, and opportunity into sustainable enterprise for Filipino entrepreneurs nationwide.  

Entrepreneurs and partners gather at the MSME Summit 2025 hosted by Jobstreet by SEEK Philippines in partnership with SM Supermalls at the Music Hall of SM Mall of Asia.

Jobstreet by SEEK Philippines, in partnership with SM Supermalls, welcomed entrepreneurs, industry leaders, and key stakeholders to the MSME Summit 2025 at the SM Mall of Asia Music Hall. The event showcased the shared commitment of Jobstreet and SM Supermalls to empower Filipino micro, small, and medium enterprises (MSMEs) and foster sustainable growth for the nation’s backbone industries. Ms. Dannah Majarocon, Managing Director of Jobstreet by SEEK Philippines, highlighted the summit’s goal: supporting MSMEs as a driving force of the Philippine economy. 

“SM is not just a venue—it’s a partner in every MSME’s success story,” said Joaquin L. San Agustin, Executive Vice President for Marketing, SM Supermalls. “When MSMEs grow, the nation grows. Every small business that thrives represents a dream realized, a livelihood sustained, and a community strengthened.” SM’s own growth story mirrors that of its MSME partners. From a small shoe store in Carriedo to 88 malls nationwide, SM understands the value of small beginnings. “Almost 70% of our tenants are MSMEs—their success is the foundation of SM’s continued growth,” San Agustin added.

Through the SM for MSMEs program, the company provides high-foot-traffic spaces, market access, and visibility to help entrepreneurs scale sustainably. 

Ms. Arlynne Roa-Awayan of Asia Pacific College accepts her Plaque of Appreciation from Mr. Henry Jose “Joey” Yusingco of Jobstreet (right) by Seek Country Marketing head.

Key sessions addressed practical needs for MSMEs. Participants learned how to scale their first hire with Mr. Henry Jose “Joey” Yusingco of Jobstreet, explored AI applications for small businesses with Ms. Arlynne Roa-Awayan of Asia Pacific College, and received insights on logistics and operations from Lalamove PH, 2GO Travel, and DITO BizBayan. Ms. Life Dawn Cervero of TikTok guided attendees on smart marketing on a budget, while a panel from BDO, Maya, RCBC, BanKo, and Asialink shared finance hacks for sustainable growth. 

Industry experts Ms.Flor Tanay of Lalamove PH, Mr. Francis John Cha of 2GO Travel, and Mr. Gabriel Cui of DITO of BizBayan present logistics and digital solutions designed to help MSMEs scale. 

 

MSME Summit 2025 partners BDO, Maya, RCBC, BanKo and Asialink host a panel learning session tackling finance hacks for MSMEs

Success stories, like Kay & Karl Santos of 1919 Chocolate, inspired participants with real-life examples of scaling Filipino businesses. Partner demos and the Partner Passport Challenge reinforced networking, learning, and practical engagement.

Attendees make their rounds at the Partner Passport Challenge, visiting different booths to learn about hiring solutions, business tools, digital platforms, and partner services that support MSME growth.

The MSME Summit 2025 reaffirmed SM Supermalls’ commitment to Filipino entrepreneurship, providing programs, spaces, and partnerships that help MSMEs innovate, scale, and thrive in a rapidly evolving economy.