In this heat, the aircon is definitely calling! Summer came alive as 24,000+ viewers at SM Supermalls x TikTok LIVE transformed everyday malling into a fully immersive, real-time experience! Marking the first of many LIVE collaborations, #SummerPlayAtSM brought some of your most-loved creators like Iñigo Jose, Sean Tristan, and more to vibe check the ultimate summer hangouts here at your most loved SM!

Rooted in the idea that summer is best enjoyed together, #SummerPlayatSM aimed to bring the summer fun no matter where they are as creators invited audiences to tag along as they explored and discovered their next move LIVE.

This new interactive experience set the tone for a new era of malling. One where discovery, connection, and community seamlessly come together both on-ground and on-screen here in your most-loved mall, SM Supermalls–All For You!

Play All Day, LIVE!

The ultimate weekend plan finally turned into reality as creators brought their audiences straight into the action, turning SM North EDSA into an interactive playground in real time! With spontaneous challenges, audiences dictated the next move. Iñigo Jose joined in the fun as he experienced different summer activities that’s both enjoyable and certified barkada-ready within the mall!

The livestream seamlessly blended on-ground action into real-time audience interaction.

Iñigo’s competitive energy kicked things off at SM Bowling until Space & Time Cube at The Block, where every throw came with a daring twist thanks to dares from viewers and players he met along the way. Safe to say, the whole end-to-end SM North EDSA run felt like one big barkada hang—with the audience calling the shots every step of the way!

Fit Check, LIVE!

Summer style took center stage with Sean Tristan as our LIVE audience became his main stylist for the day.

Moving through the SM Store, Decathlon, and a quick pass through Toby Sport’s Pickleball Super Series, Sean Tristan invited viewers to curate his looks in real time, from brunch-ready fits to sporty looks with gear perfect for the season.

Summer Fun That’s All For You

It wasn’t just a livestream, it was fully interactive, both online and on-ground. As comments and reactions rolled in, viewers became part of the action, with game passes and SM Malls Online vouchers dropping throughout. Every interaction became a chance to win, turning viewers into active participants.

This marks one of many collaborations between SM Supermalls and TikTok LIVE, bringing malling into a more dynamic digital space. By turning everyday moments into livestream experiences, SM is redefining how audiences engage with mall culture, now accessible anytime, anywhere.

As the partnership grows, mall events continue to evolve into livestream experiences where creators spotlight top tenants and viewers shape the experience in real time.

As your most loved mall, SM Supermalls continues to be a space where people connect, discover, and share authentic moments, bringing the energy of malling into the digital world.

Follow @smsupermalls on social media or visit www.smsupermalls.com for the latest updates and events.

SM Supermalls marked the first anniversary of SM Active Hub with a nationwide activation across its malls, transforming them into the largest playground in the country and the biggest shared space for movement in one synchronized day.

Play goes full throttle at SM City Clark as families dive into the energy of SM Active Hub with movement, fun, and connection in one space.

Launched a year ago, SM Active Hub set out to change how people experience malls. Not just as places to shop, but as spaces to move, connect, and live fully. This vision scaled across the entire network.

Kids take the lead at the Push Bike Competition at SM City Bicutan during the nationwide celebration of the SM Active Hub anniversary. 

On April 11, SM Active Hub brought “One Day, Every Mall, One Movement” to life. From sunrise to sunset, malls nationwide hosted runs, rallies, and free-play sessions, turning SM into the largest playground in the country for one synchronized day. Main celebrations took place at SM Mall of Asia and SM North EDSA, anchoring a coordinated, high-energy experience across the country.

Energy spikes at SM City La Union as players bring the heat to beach volleyball, powering the momentum of SM Active Hub.

SM maximizes every space to build the largest playground in the country, where movement is shared and accessible. Across its malls, Filipinos engage in running, pickleball, ice hockey, figure skating, basketball, volleyball, biking, and football, drawing both seasoned athletes and first-time participants.

Momentum builds at SM Mall of Asia as runners take over the bay during the SM Active Hub anniversary weekend, turning every stride into a celebration of movement.

Running remains a core pillar. In 2026, SM activates 24 malls with dedicated running paths, supported by 45 running clubs and 55 running events. What used to be solo is now social. Partnerships continue to scale the platform, with Runrio leading the Philippine Marathon Majors, including the Manila leg and the 42-kilometer EDSA Marathon on Independence Day.

Pickleball and fitness racing expanded the ecosystem. SM Active Hub featured 12 permanent and 13 semi-permanent pickleball courts, accelerating one of the fastest-growing sports in the country. SM North EDSA hosted the Toby’s Pickleball Superseries, while SM Mall of Asia staged fitness racing events for both competitive and casual participants, with both activations happening on April 11 as part of the anniversary.

Future football stars take the spotlight at SM City Laoag as kids bring energy and skill to the game. 

The platform now operates at national scale, connecting thousands of participants, partner brands, and sports communities. This drove repeat participation, longer dwell time, and deeper engagement across malls.

Intensity peaks at SM Mall of Asia as athletes push limits in fitness racing, driving the competitive spirit of SM Active Hub. The anniversary highlighted “Free Play, Full Fun,” opening activities to families, barkadas, and walk-in mallgoers with no barriers to entry. During Free Play Weekend on April 11 to 12, malls nationwide hosted pickleball, running, bowling, table tennis, Zumba, karatedo, chess, dance fitness, karate, biking, football, basketball, volleyball and taekwondo, turning everyday mall visits into active, shared experiences.

SM Active Hub sustains the momentum beyond the anniversary, with sports activations continuing throughout the summer across all SM Supermalls. A full calendar of runs, pickleball sessions, fitness classes, community tournaments, the Groove Dance Showdown, and Summer Sports Clinic keeps the platform active and accessible, driving repeat visits and sustained engagement while positioning SM as the go-to destination for movement and play during the season.

Game on at SM City Lipa as NU Lipa basketball players lead the action with speed, precision, and control on the court. 

SM Supermalls continues to evolve the modern third space, integrating retail, wellness, and social connection into one ecosystem. For Gen Z and Gen Alpha, participation is social, shareable, and community-driven.

A pickleball tournament brought the heat to the courts at SM North EDSA, rallying players and spectators for a full day of fast-paced action.

“This is movement at scale,” said Joaquin San Agustin, Executive Vice President for Marketing, SM Supermalls. “We design spaces where communities gather, stay active, and experience life to the max.”

Free Play Weekend ran alongside the anniversary activities.

Precision and discipline take center stage as young athletes showcase taekwondo at SM City Masinag. As part of its Here to Move campaign, SM Active Hub welcomed Canadian National Champion and PPA Tour athlete Mackonner Dy for a multi-mall tour from April 9 to 12, reinforcing its push to grow pickleball in the Philippines and expand access to international-level play.

All smiles as Canadian National Champion and PPA Tour athlete Mackonner Dy joins Pickleball for Kids at the pickleball court of SM City Sta. Mesa during the SM Active Hub Anniversary.

SM Active Hub extended beyond the mall through the SM Malls Online app, its official digital companion. Users accessed event schedules, registered for activities, unlocked rewards, and stayed updated on runs, pickleball sessions, and fitness events across all SM malls. It centralized the experience, turning every visit into a connected, on-demand journey. #HereToMove #SMActiveHub

SM Supermalls earned recognition for its customer service initiatives after being named Organization of the Year at the 2026 Asia-Pacific Stevie Awards, a program that honors innovation and excellence in business across the Asia-Pacific region. The award highlights the company’s continuing efforts to enhance customer experience and service standards.

The win marks the second time SM Supermalls has received the prestigious honor, earning a total of 52 award points across Gold, Silver, and Bronze Stevie recognitions. The achievement highlights the company’s sustained commitment to delivering meaningful, innovative, and customer-first experiences across its most-loved malls. 

SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin (third from right) and Senior Assistant Vice President for China Marketing Vivian Chen (second from right) led the company’s delegation in Macao.

“On behalf of SM Supermalls in the Philippines and China, we would like to thank the Asia-Pacific Stevie Awards for this honor. This is a testament to how we continue to evolve and innovate to deliver a truly maxed-out experience for our customers,” said SM Supermalls Executive Vice President Joaquin L. San Agustin, who accepted the recognition.

“We dedicate this to the millions of our customers back home, as well as to our tenant partners and employees who make these experiences possible.”

Driving Sustainability and Environmental Stewardship

From solar-powered rooftops to coastal cleanups and water conservation initiatives, SM Supermalls continues to lead with purpose—championing sustainable practices that empower communities and create a greener future across your most-loved SM Supermalls.

SM Supermalls continues to embed sustainability into its core operations through impactful initiatives such as SM Green Movement, International Coastal Cleanup 2025, Powered by the Sun, and Save Water.

These programs highlight the company’s long-term commitment to environmental responsibility—encouraging everyday action while building greener, more resilient communities, especially in times of crisis.

Championing Social Good and Inclusive Communities

Through initiatives like Movies for the Blind and nationwide job fairs, SM Supermalls continues to open doors—creating inclusive spaces where opportunities and experiences are accessible to all.

Beyond environmental efforts, purpose-driven initiatives remain at the heart of SM Supermalls’ mission. Programs like Mall for All, Empowering Communities, Empowering Together, and SM Job Fairs create meaningful opportunities for Filipinos, while Movies for the Blind ensures that mall experiences are inclusive and accessible to all.

Together, these initiatives reflect SM Supermalls’ role as a space where communities come together and where everyone can truly Gala To The Max.

Celebrating Local Arts, Culture, and Creativity

From colorful festivals to world-class spectacles like the Philippine International Pyromusical Competition, SM Supermalls transforms everyday spaces into cultural stages where creativity and community come alive.

SM Supermalls continues to bring culture and creativity closer to communities through initiatives such as Mindanao Art, Philippine International Pyromusical Competition, Konnichiwa Japan, Animezing North, and Art from All.

These programs transform mall spaces into vibrant cultural destinations—where stories are shared, traditions are celebrated, and creativity thrives across your most-loved SM Supermalls.

Empowering Youth and Strengthening Family Connections

Young talents take center stage at your most-loved SM Supermalls through programs like SM Super Spelling Bee, SM Little Stars, and Besties of Joy, creating moments where families connect, and kids shine in a truly maxed-out experience.

Creating spaces for young talents and families to grow remains a key focus. Initiatives like SM Super Spelling Bee, SM Little Stars, and Besties of Joy provide platforms that inspire learning, creativity, and connection.

Through these programs, SM Supermalls continues to nurture the next generation while strengthening family bonds—making every visit a chance to enjoy a maxed-out experience together.

Expanding Destinations and Elevating Experiences

From the grand opening of SM City Laoag to purpose-led spaces like the Mallseum in SM City La Union, SM Supermalls continues to shape vibrant destinations where communities can gather, explore, and Gala To The Max.

SM Supermalls’ continuous growth is anchored in thoughtful, community-driven development. The recognition of SM City Laoag and SM City La Union’s Opening in 2025 highlights the company’s continued expansion across the country.

Meanwhile, initiatives such as SM City La Union’s Translating Local Identity into Purpose-led Brand Experience and its Mallseum showcase how each development reflects the unique identity and heritage of its locale.

From large-scale spectacles to everyday engagement, SM Supermalls continues to redefine the malling experience. Crowd-favorite activations such as SM Active Hub, Pride Pheerayde, and SM Mall of Asia Night of Lights bring communities together through dynamic and immersive events.

These experiences embody the brand’s commitment to creating moments that go beyond shopping—inviting everyone to Gala To The Max in every visit.

Extending Innovation Across SM China

A burst of color and energy takes over SM Yangzhou with Mango Vibes Only, bringing together music, community, and immersive experiences that reflect SM Supermalls’ vibrant spirit across borders.

Beyond the Philippines, SM Supermalls’ excellence is mirrored in its China portfolio through locally resonant, highly engaging campaigns. Initiatives such as SM City Zibo: Let’s Wave, SM City Tianjin: Three Color Sports 6.0, and SM City Yangzhou: Mango Vibes Only highlight the brand’s ability to create vibrant, lifestyle-driven experiences tailored to diverse communities.

A whimsical, family-friendly experience unfolds at SM Chengdu with The Frog Prince, blending storytelling and interactive play to create magical, maxed-out moments for all ages.

Seasonal and cultural storytelling also took center stage with SM City Xiamen: Chinese New Year with Songxi Woodblock Prints and SM City Chengdu: The Frog Prince, blending tradition and creativity to deliver immersive mall experiences.

Wellness meets fun at SM Jinjiang, where playful installations and engaging activities invite mallgoers to unwind, recharge, and enjoy a lighthearted escape.

Meanwhile, SM City Jinjiang: Bean There, Beat That Stress! showcases innovative wellness-driven engagement, while SM Haicang: Grand Opening reflects the continued expansion and growing footprint of SM Supermalls in the region.

Together, these initiatives underscore SM Supermalls’ strength as a regional brand—capable of delivering impactful, culturally relevant, and truly maxed-out experiences across markets.

In observance of World Water Day, SM Supermalls, through its corporate social responsibility arm SM Cares, conducted coastal cleanup activities in six locations with the participation of seven malls nationwide. The initiative underscored the company’s continuing commitment to environmental protection, proper waste management, and community-driven sustainability efforts.

This year’s coastal cleanup emphasized enhanced waste segregation education to deepen understanding among volunteers and communities on proper sorting, recycling, and disposal of collected waste. It also underscored that everyday actions—from responsible waste disposal to recycling—play a critical role in protecting marine ecosystems.

The coastal cleanup activities took place across SM City La Union, SM City Urdaneta Central, SM City Tanza, SM City Daet, SM City Consolacion, SM Seaside City Cebu, and SM J Mall, bringing together communities in a shared effort to protect local coastal environments and divert waste away from the ocean.

During the cleanups, collected waste was carefully sorted and categorized, allowing participants to see firsthand the types of materials commonly found in coastal areas—from plastic packaging and beverage containers to other discarded items that threaten marine life and coastal habitats.

By focusing on waste analysis and segregation, raised awareness on the impact of improperly managed waste and encouraged Filipinos to adopt more responsible environmental practices in their daily lives.

These coastal cleanup activities form part of SM Supermalls’ broader environmental sustainability programs, aligned with the SM Green Movement and the company’s Waste-Free Future campaign.

“Protecting our coastal and marine environments requires a more proactive, end-to-end approach with the cleanups starting with education, deepening awareness, and sustaining collective action,” said Engr. Liza Silerio, Vice President for Corporate Compliance and Program Director for Environment and Sustainability of SM Supermalls. “By helping communities understand the importance of proper waste segregation and responsible waste management, we hope to inspire long-term behavioral change that benefits both people and the planet.”

The initiative also highlights the spirit of bayanihan, bringing together mall communities, environmental partners, and local stakeholders in a shared effort to care for the environment.

As SM Cares continues to strengthen its sustainability programs throughout the year, the public is encouraged to participate in upcoming environmental initiatives, including World Oceans Day Cleanup Drives in June, International Coastal Cleanup activities in September, and National Environmental Awareness Month initiatives in November.

Through sustained efforts like these, SM Cares continues to empower communities to take part in protecting the environment—all for Filipinos, and all for the planet.

To learn more about SM Cares’ environmental initiatives and how you can take part in upcoming programs, visit https://www.smsupermalls.com/smcares.