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.  

Celebrating the strength of 17,000+ thriving businesses

In a dynamic celebration of Filipino entrepreneurship, SM Supermalls proudly unveiled the micro, small, and medium enterprises (MSMEs) Champions' Wall, a visual tribute to the resilience, dedication, and excellence of the country’s 17,000 MSMEs. Held at the SM Mall of Asia (MOA), the special event gathered distinguished guests to honor the 2024 Presidential Awardees for MSMEs, recognizing their invaluable contributions to the nation’s business landscape. 

In the photo: The 2024 Presidential Awardees for micro, small, and medium enterprises (MSMEs) from Kawayan Collective, Hey Success PH, Ai-She Footwear Fashion, Nelly Coffee and Tablea, Malagos Chocolate, Tropical Palm Herb Manufacturing, and Jojie’s Bakeshop, with SM Supermalls Executive Vice President for Marketing Jonjon San Agustin, Senior Assistant Vice President (SAVP) for Marketing – MSMEs Pats Dy, AVP for MSMEs Royston Cabunag, and Department of Trade and Industry (DTI) Division Chief Cynthia Dela Cruz

A symbol of innovation and perseverance

The MSME Champions' Wall stands as a symbol of innovation and perseverance, embodying the journey of Filipino entrepreneurs who continue to thrive despite challenges. Designed as a fusion of creativity and storytelling, the installation showcases the diverse industries and success stories that define the MSME sector.  

(L-R): Jam Puentespina from Malagos Chocolate (the Medium Enterprise Champion), Carmela Prado from Kawayan Collective (the Small Enterprise Champion), Teresa Santiano from Tropical Palm Herb Manufacturing, Arnold Labunog from Josie’s Bakeshop, Shelly Kane Coligado Ortiz from Ai-She Footwear, and Jeric Suazo from Nelly Coffee and Tablea

Honoring the 2024 Presidential Awardees

Gracing the occasion were key representatives from the Department of Trade and Industry (DTI), SM Supermalls executives, and the private sector, along with the esteemed awardees. In his opening remarks, Jonjon San Agustin, Executive Vice President for Marketing at SM Supermalls, emphasized the importance of providing platforms for MSMEs to grow, stating, “This wall is more than just an installation; it reflects the relentless spirit of Filipino entrepreneurs who drive economic growth and inspire innovation.” 

The Medium Enterprise Awardee, Malagos Chocolate, offers award-winning Philippine-grown cacao.

The highlight of the event was the formal recognition of the 2024 Presidential Awardees for MSMEs, individuals, and businesses that have demonstrated outstanding performance, innovation, and community impact. Each awardee shared their journey, underscoring the vital role that MSMEs play in job creation, industry growth, and national development. 

The small enterprise finalist, Aishe Fashion, crafts locally sourced espadrilles, empowering Persons with Disabilities (PWD) artisans.

SM Supermalls' commitment to MSME growth

SM Supermalls remains committed to championing local businesses through initiatives such as the SM for MSMEs Program, which provides entrepreneurs with greater market opportunities, business support, and nationwide visibility.

With this initiative, SM Supermalls continues to strengthen its support for MSMEs, reinforcing its commitment to being a true partner in their journey toward success. As the MSME Champions' Wall stands tall at SM MOA, it will serve as an enduring reminder of the resilience, passion, and excellence of Filipino entrepreneurs.

For MSMEs who wish to join the program, visit msme.smsupermalls.com.