Beyond Shopping: SM Redefines Cebu’s Lifestyle Landscape with New Experiences and Opportunities

Standing proudly along Cebu City's South Road Properties, SM Seaside City welcomes millions with its iconic architecture, world-class experiences, and vibrant spaces where shopping, dining, entertainment, and community come together. 

CEBU, Philippines, 26th June 2026 - As Cebu continues to strengthen its position as one of the country's leading economic and tourism hubs, SM Supermalls is playing a vital role in shaping the region's growth through innovative destinations, elevated experiences, and strategic investments. Through the combined strengths of SM City Cebu, SM Seaside City Cebu, and SM J Mall, SM continues to create spaces that support commerce, tourism, lifestyle, education, and community development while enriching the everyday lives of Cebuanos.

For decades, SM City Cebu has remained at the heart of Cebu's urban growth, serving as a trusted destination where generations of Cebuanos gather, shop, dine, learn, and celebrate life's milestones. As one of the city's most established landmarks, the mall continues to evolve with developments that reinforce its role as a catalyst for economic and community growth.

A major milestone in this transformation is the North Wing expansion, which has elevated SM City Cebu into an even more dynamic lifestyle destination. The expansion is home to a growing collection of first-in-Cebu retail and dining concepts, giving Cebuanos access to new brands and experiences previously unavailable in the region. These additions continue to strengthen Cebu's retail landscape while attracting shoppers and visitors from across the Visayas.

Beyond retail, SM City Cebu has also become a center for education, faith, and future-ready opportunities. Located within the mall is the Chapel of Our Lady of the Most Holy Rosary, providing shoppers, employees, students, and nearby communities a convenient space for worship and reflection amidst the city's bustling urban environment. The presence of National University further expands the mall's role in community development by making quality education more accessible to Cebuano students and helping prepare the next generation of professionals and leaders.

Standing proudly at SM City Cebu, NU Cebu brings world-class education closer to the next generation of innovators and leaders.

The growth story continues with the upcoming multi-use office tower, which is expected to generate employment opportunities and attract new investments into the city. These developments showcase how SM City Cebu has evolved beyond a traditional shopping center into a fully integrated urban destination that supports multiple aspects of Cebuano life, from commerce and education to faith, employment, and community building.

Further strengthening Cebu's destination appeal is SM Seaside City Cebu, a premier lifestyle and entertainment destination that continues to redefine how people experience the city. Home to world-class attractions, expansive leisure spaces, and some of Cebu's most exciting dining and retail concepts, SM Seaside has become a must-visit destination for locals and tourists alike.

The growing portfolio of attractions—including Cebu Ocean Park, Cebu Fun Park, and Thirsty Pickle has expanded Cebu's tourism offerings beyond traditional destinations. These experiences not only draw visitors from across the region but also contribute to local economic activity by supporting jobs, businesses, and tourism-related enterprises.

Thirsty Pickle brings the fast-growing sport of pickleball to Cebu, expanding Seaside Central's recreational and lifestyle offerings. 

SM Seaside's influence is set to grow even further with the opening of the SM Seaside Arena, a landmark development that will position Cebu as a premier destination for concerts, conventions, sporting events, and large-scale entertainment productions. 

Together with future developments within the South Coast City estate, including convention, hospitality, and mixed-use components, the arena reinforces Cebu's emergence as a leading events and tourism hub in the Philippines.

The upcoming SM Seaside Cebu Arena and SMX Convention Center Seaside Cebu are set to strengthen Cebu’s position as a premier destination for major events, conventions, and entertainment. 

Complementing these developments is SM J Mall, a fresh lifestyle destination that reflects the changing aspirations of modern Cebuanos. Strategically located in Mandaue City, the mall has introduced a distinctive experience centered on contemporary retail, entertainment, and Japanese-inspired lifestyle concepts, offering visitors new ways to shop, dine, and connect.

Among its standout attractions is Izakaya Terrace, a unique dining destination that combines authentic Japanese flavors with a vibrant social atmosphere. Together with its growing mix of retail, dining, and leisure offerings, SM J Mall continues to appeal to urban professionals and lifestyle seekers looking for fresh, contemporary, and curated experiences. 

Guests enjoy the vibrant atmosphere at the Izakaya Terrace in SM J Mall, one of the mall’s dining destinations that brings together good food, social experiences, and community connections. 

These three SM Supermalls in Cebu form a powerful destination network that serves diverse communities while helping create a more connected and dynamic Cebu. Each destination brings unique strengths—whether through education and business, tourism and entertainment, or lifestyle and innovation—yet together, they create a comprehensive ecosystem that supports Cebu’s continued growth and progress.

“At SM, we believe that our role goes beyond creating destinations. We build spaces where people can connect, opportunities can grow, and communities can thrive. Cebu’s potential is inspiring, and we remain committed to supporting its journey through meaningful experiences, responsible development, and investments that create lasting value,” said an SM executive. 

As Cebu continues to attract more visitors, businesses, and investments, SM remains committed to creating destinations that generate opportunities, strengthen communities, and contribute to long-term regional development. Through its expanding portfolio of experiences and developments, SM continues to transform the way people live, work, learn, and play—while helping shape a stronger and more competitive future for Cebu.

Anchoring these efforts is SM’s commitment to sustainability, integrating responsible development, environmental stewardship, and community-building initiatives across its destinations. Through continued investments and responsible growth, SM champions a future where economic progress, meaningful experiences, and sustainability converge to create a lasting impact for generations to come. 

SM Cebu Malls Celebrate 128th Philippine Independence Day

SM Malls in Cebu joined the nation in commemorating the 128th Philippine Independence Day through simultaneous flag-raising ceremonies and a lineup of activities that celebrated Filipino pride, heritage, community spirit, and the joy of making the most of the holiday through exciting maxed-out experiences at your most-loved SM Supermalls. 

The day began with flag-raising ceremonies attended by SM employees, mall partners, local government officials, and members of the country's friendly forces. At SM J Mall, the ceremony was graced by Mandaue City Councilors Hon. Carlo Pontico Fortuna and Hon. Raul Cabahug V, while at SM City Consolacion, Consolacion Mayor Hon. Teresa Alegado and Vice Mayor Joannes Alegado joined the celebration. Meanwhile, personnel from the Bureau of Jail Management and Penology (BJMP), Bureau of Fire Protection (BFP), Philippine Air Force, Philippine Navy, Philippine Coast Guard, and Philippine Army participated in the ceremonies at SM Seaside City Cebu and SM City Cebu. As the Philippine flag was raised and the national anthem resonated across participating malls, attendees reflected on the sacrifices of the nation's heroes and the enduring values of freedom, unity, and patriotism.

Beyond the ceremonies, SM Malls in Cebu transformed the Independence Day celebration into a meaningful community experience through various activities that highlighted opportunities for Filipinos and showcased local talent.

At SM Seaside City Cebu, job seekers were connected to employment opportunities through the Kalayaan Job Fair, organized in partnership with the Department of Labor and Employment (DOLE). The initiative brought together employers from various industries, supporting the shared goal of empowering Filipinos through meaningful work and livelihood opportunities.

The malls also featured performances, cultural presentations, and community-driven activities that highlighted Filipino creativity and talent, creating spaces where families and shoppers could celebrate the occasion together.

Through these celebrations, SM Supermalls reaffirmed its commitment to fostering community engagement while honoring the country's rich history and cultural identity. More than a commemoration of a historic milestone, the activities served as a reminder of the resilience, strength, and collective aspirations of the Filipino people.

SM City Cebu Launches Immersive VR Racket Sports Experience at XP Arena in North Wing Atrium

SM City Cebu is taking interactive entertainment to the next level with the launch of an immersive Virtual Reality (VR) racket sports experience at the North Wing Atrium. Designed for active achievers, gamers, and tech enthusiasts, the attraction transforms the space into a futuristic playground called the XP Arena, where real-world movements directly control the action in a fully digital environment.

Blending sports and extended reality technology, the XP Arena lets players experience high-energy matches of pickleball, badminton, and tennis—no physical court required. Every swing, serve, and rally is tracked in real time, challenging players to test their speed, precision, and stamina in a dynamic virtual setting.

Whether you’re aiming for leaderboard rankings or simply looking for a fun and unique activity, the experience delivers an exciting mix of fitness and gaming that feels both physical and futuristic.

This initiative is part of SM’s Active Hub, a lifestyle program that encourages movement, wellness, and recreation by turning mall spaces into interactive activity zones. It aims to make sports and fitness more accessible and engaging for everyone.

The XP Arena VR experience is open to the public at SM City Cebu’s North Wing Atrium until May 31. Don’t miss the chance to step into the future of sports entertainment—where every move brings you closer to next-level play.

AweSM Cebu 2026 Brings Sinulog Spectacle to the Max Across SM Malls

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)

Best New Firsts in Cebu: Must-Try Eats You’ll Want to Line Up For

 

This July, treat yourself to feel-good flavors and cozy new spots. Whether you're in the mood for a quick heartwarming bite or a slow, satisfying break, these newly opened stores have the perfect blend of comfort and indulgence waiting for you. Relax, recharge, and savor the moment—only at SM City Cebu.

Mo’ Cookies

Want a sweet snack to brighten your day? Indulge your cookie cravings at SM City Cebu with the latest sweet treats from The Moment Group.

 

This newest go-to spot serves up ooey-gooey, palm-sized favorites in all the flavors you love—from the classic Chocolate Chip to delightful surprises like the South Cotabato Fudge and Nutella Crinkle.

With cookies this good, Mo’ Cookies will definitely have you asking for Mo’!

8Cuts Burgers

What makes the perfect beef patty? Chuck, rib eye, short rib, sirloin, brisket, hanger, flank—perhaps even oxtail. For your discerning palate, 8Cuts Burgers has got you covered!

 

Known for serving up flavors worth remembering, this latest opening from The Moment Group knows exactly what you deserve. With custom-blended patties, satisfy your burger cravings with the juiciest, most flavorful bite made just for you.

And don’t forget 8Cuts’ all-star sides—especially the crowd-favorite Onion Rings, because no burger experience is complete without them.

From sweet snacks and savory fixes, get to enjoy the best of life here in Cebu—only at SM Supermalls, bringing you a #NewEraOfFirsts.

Don’t forget to like and follow @smsupermalls on social media or visit www.smsupermalls.com for the latest updates and events!

SM Supermalls #NewEraOfFirsts

At SM Supermalls, we’re proud to lead a New Era of Firsts—bringing you first-to-market brands, groundbreaking experiences, and culinary destinations you won’t find anywhere else. From world-class dining and retail exclusives to innovative spaces that connect and inspire communities, we’re redefining what it means to have it all.

As we continue to grow, we remain committed to sustainability, community empowerment, and creating memorable moments that make every visit more meaningful. There’s always something new and exciting waiting for you at SM. (SM Supermalls)

EMPOWERING WOMENBIZPH TRADE FAIRS AT SM SUPERMALLS

The WOMENBIZ | WOMEN STRONG Trade Fair successfully wrapped up back-to-back legs at SM City Cebu from July 4 to 6 and at SM Megamall from July 8 to 10, bringing together some of the country’s most inspiring women entrepreneurs under one empowering roof.

Empowered and united! DTI Undersecretary Blesila A. Lantayona proudly supporting local weavers from North Luzon

Organized by WomenBizPH in partnership with the Department of Trade and Industry (DTI) and SM Supermalls, the trade fair spotlighted a diverse range of women-led micro, small, and medium enterprises (WMSMEs) offering fashion, crafts, food, and innovative homegrown products. From proudly local delicacies to globally competitive designs, the fair was a celebration of women’s ingenuity, resilience, and contribution to nation-building through enterprise.

WomenBizPH organizers, pose for a group photo at the grand opening of the Women Strong Trade Fair in SM Cebu.

More than just a bazaar, the event served as a vibrant venue for capacity-building and collaboration. Daily knowledge-sharing sessions were held, where guest speakers — including industry leaders, government officials, and successful entrepreneurs — shared insights on market access, trade opportunities, and digitalization strategies for WMSMEs.

Healthy never looked (or tasted) this good! Coco chips, banana chips, and chocolate crunch made of coconut are guilt-free, all-natural snacks straight from women-led food ventures.

The Women Strong Network, an initiative formed by WomenBizPH in collaboration with DTI, has grown to a robust community of 600+ members since its founding in 2021. The network continues to serve as a platform for building business resilience, fostering innovation, and creating access to markets for women entrepreneurs across the country.

Self-care the Cebuana way! Artisanal soaps and body butters infused with local ingredients offer a naturally nourishing treat — lovingly made by women for women.

At both SM Cebu and SM Megamall, Best in Sales and Best in Booth Design awards were handed out during the Capstone Ceremonies — with winners receiving tools to help digitize their operations, including brand-new laptops.

Women-led enterprises proudly showcased their local products at the Women Strong Trade Fair held at the Fashion Hall of SM Megamall.

The success of this two-leg hybrid trade fair reinforces the role of public-private partnerships in pushing the women entrepreneurship agenda forward. SM Supermalls, as a committed venue partner, continues to advocate for inclusive economic participation by providing platforms where MSMEs — especially women-owned enterprises — can shine.

As WomenBizPH Chairperson Mylene Abiva aptly said, “Empowered women empower women. And when women come together to support one another in business, innovation and impact follow.”

About SM Supermalls MSMEs

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls—one of Southeast Asia’s largest mall developers—continues to champion Filipino entrepreneurship by providing vibrant spaces and meaningful support for MSMEs across its 88 malls in the Philippines. For four decades, SM has grown hand in hand with local businesses—empowering pioneers, nurturing new ventures, and building resilient communities through inclusive programs that spotlight homegrown talent, innovation, and the Filipino spirit of enterprise. Visit msme.smsupermalls.com to download your MSME application or email us at customercare@smsupermalls.com with your most innovative product and preferred location. Don't miss this opportunity to grow your business with SM Supermalls today. (SM Supermalls)