Sinulog season kicks into high gear as AweSM Cebu 2026 takes over SM
City Cebu, SM Seaside, and SM J Mall, delivering curated experiences that grow
in energy, scale, and excitement as the festivities unfold. Designed for
families, foodies, creatives, and fans, the three malls’ celebration transform
everyday mall moments into a city-wide Sinulog gala.
At SM City Cebu, the energy reaches full, maxed-out festival mode,
where shopping, spectacle, and star power take center stage. Festival
enthusiasts can explore Sinulogtopia with Islands Souvenirs from January 3–28
at the Lower Ground of the Main Mall, while the immersive GLOW CITY: Sinulog
Centerpiece at the North Wing Atrium sets the visual tone of the festivities from
January 8–21. Catch the electric moves of the AweSM Glow Dance Competition on
January 17 at the North Wing, and crowd excitement peaks with Coco Martin Live
on January 17 at the Lower Ground of the Main Mall and the Kapuso Stars Mall
Show on January 18 at the Main Mall.
Meanwhile, SM Seaside City Cebu anchors anticipation through
meaningful and distinctly Cebuano experiences. The Sto. Niño Exhibit at the
Cube Wing Atrium provides the spiritual heart of Sinulog from January 8–28,
while shoppers can check-out the homegrown flavors at Nakakalokal Goes to SM
Seaside from January 16–18 at the Mountain Wing Atrium, and the crowd-favorite
AweSM Lechon Fest from January 12–18 at the Seaview Wing Atrium. Maxing out the
star-studded energy, the Sinulog Kapamilya Caravan rolls into SM Seaside’s concert
grounds on January 17, while fur parents also get their moment at AweSM
Petstival on January 24 at the Mountain Wing Atrium.
At SM J Mall, the celebration opens on a reflective and artistic note.
Vested in Devotion: Cebu’s Fashion in Faith exhibit runs from January 9–31 at
The Atrium, Upper Ground, followed by Vested Devotion: Rhythms of Cebu on
January 18, and culminating in Vested in Devotion: Runway Edition on January
31, highlighting the movement, music, and meaning behind Cebu’s devotion. Creative
tribes can enjoy hands-on experiences through AweSM Mask Painting on January 10
at Kyureto Art Space, Second Level, while shoppers ease into the season with
the AweSM Cebu Sale 2026 from January 12–18 at participating stores across SM J
Mall, SM City Cebu, and SM Seaside.
The Sinulog spectacle reaches its ultimate high on January 18, as SM
City Cebu’s ILLUMINIGHT: Sinulog Drone
& Pyro Show takes centerstage fronting the North Wing expansion building at
7PM, and SM Seaside City Cebu’s AweSM Skypark Grand Pyro Display light up the
Cebu skyline at 9PM, delivering a breathtaking, city-wide finale built on
maximum experiences that celebrate devotion, creativity, and festivity at its
grandest.
About the AweSM Cebu Campaign
Launched in 2019, the AweSM Cebu campaign is SM’s signature celebration of Cebuano culture, creativity, and community, transforming malls into vibrant hubs of entertainment, local artistry, and family-friendly experiences every Sinulog season. Each year, the campaign combines shopping, culture, music, gastronomy, and innovative showcases, positioning SM Supermalls as the ultimate destination for both Cebuanos and visitors seeking immersive Sinulog festivities. Over the years, AweSM Cebu has become a city-wide tradition that brings the many colors, rhythms, and flavors of the festival together—allowing everyone to experience the spirit of Sinulog under one roof. (SM Supermalls)
