How SM Is Keeping Things Fresh for the Modern Consumer

"When was the last time you went to a mall just to buy something?" starts off Steven Tan, President of SM Supermalls, in a press event at The Podium last September 10.

The answer to this for most of us, probably, is "a long time ago." Malls aren't anymore just places to shop, but also spots for a weekend hangout at the gaming zones, a family reunion at a favorite restaurant, or even just a good ol' solo date at the cinemas. Recognizing this shifting lifestyle among modern consumers, SM Supermalls is actively transforming its core messaging into a mall experience built around how Filipinos gather, play, and live today.

"Serving you today means going just beyond retail. Hindi na essentials anymore. What we're serving you right now is completely different," Tan adds. Their new campaign, "MySM," is all about "creating a home for every tribe, whether you're into fandoms, into active lifestyle, or if you are a fur parent, or even a geek."

With this, SM Supermalls have identified several touchstones to cater to mallgoers.

SM has recently hosted a total of 40,000 runners in back-to-back running events: SM2SM Cebu at SM Seaside City Cebu in March and Galaxy Manila Marathon at the SM MOA Complex in June. Pickleball has also taken off across SM properties, with 102 courts now open in 32 malls nationwide.

"Active living and wellness are officially part of our daily routines. And our malls are here to evolve with you, to serve you," Tan says.

They've jump-started cultural events like Art for Everyone and AweSM Festivals and opened Museo del Galeon last May to make local arts and heritage accessible.

"Kasi dati, when you talk about arts or an art exhibit, it's only for the older market. But no, we're bringing it down to everyday people, to everyone. That's why we call it Art for Everyone," Tan explains.

"We created these programs not just so we get foot traffic. It's really about creating individual experiences for people of all ages. In fact, not just people, even pets," says Hanna Carina Sy, SAVP for Marketing and Leasing, during the program's Q&A.

Over the years, SM Supermalls have hosted pet-centered events and opened pet parks within their spaces.

Tan revealed that they're preparing to open SM Nuvali, their 91st mall, this November. It is designed as a flagship eat-and-play destination along the fast-growing South Luzon corridor, with its highlight: the country’s first LED cinema screen experience of its kind.

They've also recently opened their SM Seaside Cebu Arena with 25,000 seats, giving the Visayas a venue for major live concerts and sports events.

SM City Zamboanga, their 90th mall, opened to the public in March. "It marks really another major step in deepening our presence across Mindanao, bringing lifestyle experiences to even more communities," Tan adds.

Tan acknowledged the importance of listening to their GenZ market, so much so that they've formed a GenZ council.

"I listen to our people because we know everything. [...] They give us ideas, and where we come in is our experience. There will be a balance of new ideas plus experience that creates that perfect moment for our shoppers," he explains.

At SM City Xiamen, an SM Prime Holdings expansion in China, they're developing the Chao Block, which specifically targets the younger crowd. It features a hipper vibe that looks great on social media and several spots for hanging out. Tan said they're looking to bring this "non-standard mall" concept to the Philippines as well.

Through all this growth, Tan recognized their responsibility to the community.

"For us, it's really simple. We want to grow, but we want to grow responsibly. We want to do it the right way."

He explained that they're currently generating more than 10 percent of their power through solar energy.

"It is our responsibility as big business to really push that envelope and do it even if it's very expensive."

Amid all the flooding in certain mall centers, Tan zeroed in on SM City Masinag, where they've put up a water catchment basin. "There's an equivalent of around 20-something Olympic-sized swimming pools that could catch rainwater continuously, so we do not contribute to the flooding in the area."

"Small or in a big way, it's the same. You have to do business; you have to be responsible to the community where you are in."

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