ZAMBOANGA CITY, Philippines, 20 October 2026 – In the wake of the fire incident that struck Camino Nuevo on October 16, SM Foundation, through SM City Mindpro and SM City Zamboanga, immediately extended assistance to affected residents through its Operation Tulong Express program, bringing much-needed relief and hope to families recovering from the tragedy.
Employee-volunteers from both SM malls joined hands in the distribution of kalinga packs to 200 individuals affected by the fire, demonstrating SM's commitment to serving communities in times of need. Each kalinga pack contained essential food items to help ease the burden of displaced families as they begin rebuilding their lives.
The relief operation was carried out through the collective efforts of SM employee-volunteers who dedicated their time and energy to personally distribute the assistance, embodying the spirit of volunteerism and compassion that defines SM's social good initiatives.
“During difficult times, coming together as a community becomes more important than ever,” said Aileen Ann Enriquez, Mall Manager of SM City Zamboanga. “Through Operation Tulong Express, we hope to provide immediate relief and remind our fellow Zamboangueños that they are not alone in their journey toward recovery.”
The initiative reflects SM Foundation's continuing mission to uplift communities and respond swiftly to emergency situations, ensuring that assistance reaches those who need it most. Beyond providing basic necessities, the activity served as a message of solidarity and encouragement for families affected by the unfortunate incident.
For the employee-volunteers, the relief effort was an opportunity to make a meaningful difference in the lives of others. Their participation highlighted the culture of service and bayanihan that remains at the heart of SM's corporate social responsibility programs.
As affected families continue to recover from the incident, SM Foundation, SM City Mindpro, and SM City Zamboanga remain steadfast in supporting initiatives that bring comfort, care, and hope to vulnerable communities.
Through Operation Tulong Express, SM reaffirms its commitment to being a dependable partner in times of crisis, extending not only assistance but also compassion to communities when they need it most.
