SM Supermalls ends 2025 with seven awards for customer-centered excellence

Brand Finance, AMEC, and PANA awards reinforce mall giant's commitment to customers

In its 40-year anniversary, SM Supermalls has more to celebrate with its receipt of seven key industry distinctions from three respected and influential award giving bodies.

Recognizing SM’s best practices in line with its evolution into a bold new era of service to customers and surrounding communities, Brand Finance crowned the mall giant as ASEAN’s Strongest Retail Brand for 2025. Adding to this are wins from the International Association for Measurement and Evaluation of Communication (AMEC) with one silver and three gold awards, and two awards from the Philippine Association of National Advertisers (PANA) for SM’s marketing excellence and community service.

"Our customers forged us into who we are now," said SM Supermalls President Steven Tan. "Their satisfaction influences how we operate and continue to evolve. It is because of our pursuit of shared success with our customers and partners that we've remained tenacious in innovating so we can meet them where they are at, satisfying not just what they need, but want and could want in the future."

Sharpened instincts, elevated service

Customer centricity continues to fuel SM's drive for evolution as it enters a new era of service. Tan emphasized anticipating and meeting the changing palate of its customer base amid a fast-evolving retail landscape through innovations led with sustainability and reinforced with diversification.

“We're relentlessly focused on satisfying modern customer considerations and buying behavior with the design of our malls, intuitively clustering tenants to maximize their exposure. Tenants such as first in market, world class local and global brands have been added to our portfolio so our customers have more variety and choice, while our evolved discipline of marketing to our customers ensure each visit to our malls enhances their experience."

It is this thrust that earned SM the title of ASEAN's Strongest Retail Brand for 2025, awarded by Brand Finance, the world's leading brand valuation consultancy. Across the whole country, SM Supermalls scored a hefty Brand Index Score of 95.00 out of 100.

Enhanced mall traffic and customer engagement fueled by streamlined data

But keeping a strong pulse on customer sentiments meets the challenge of volume and disjointed data threads. To overcome this, SM streamlined its assessment of communication data to understand customers better, meeting and satisfying shopper attention directly with strategic resource funneling. Because of this, SM saw an increase in drive-to-mall intent, with one of the key highlights being increased foot traffic in Mall of Asia by 15%.

This practice earned SM four distinctions from AMEC: one Silver for Best Use of Integrated Communication Measurement/Research, and four gold awards for Most Effective Planning, Research, and Evaluation - APAC; Most Effective Planning, Research, and Evaluation in Consumer Communications; and Most Impactful Use of Insights and Analytics Recommendations.

SM Supermalls Executive Vice President for Marketing Joaquin San Agustin underscored how customer centricity is rooted in one essential priority—listening.

"Apart from enhancing customer experience within our malls, closely listening to the change in their sentiments allowed us to evolve, speak their language, and sharpen our instinct for the kind of elevated service they are looking for. Listening to our customers grounds all our efforts in real, actionable strategies," said San Agustin

Driving stronger value for communities by reinventing the roll of malls

Enriching its customer-focused operations, SM also integrated sustainability measures into its mall initiatives to strengthen community impact. 

"Our commitment to our customers naturally grew into a dedication to enriching our surrounding communities by maximizing the foot traffic we receive and the mall space we have," said Tan. "With this, customers started associating us with a brand that goes beyond what a mall is and the role it plays in the every day”.

SM Cares, the Corporate Social Responsibility arm of SM Supermalls, launched "Book Nook" in SM Aura and SM Podium as a means of sharing the joy of reading and providing a conducive environment for moderated learning sessions across different age groups. What started as a post-pandemic initiative aimed at addressing book accessibility issues, grew into a larger scale advocacy of setting up a dedicated space not just for reading but learning in SM malls.

Powered by book donations from generous partners and mallgoers, Book Nook generated 64 reading sessions with a total of more than 10,000 participants on top of more than five million mall interactions throughout one year.

The initiative was so successful that apart from receiving a bronze Best Showcase for On Ground Activation from the PANAta awards, the concept launched a third iteration in SM North EDSA, with the SM Aura space undergoing remodeling for re-opening in 2026.

"Our efforts to evolve and redefine the role we play in the communities we occupy stem from the heart of our operations, which are our customers," said San Agustin. "SM would not have been able to grow to its current scale now if not for them, and it is only right that we persist in our mission to deliver the best to them, our partners, stakeholders, and communities."

San Agustin was also the recipient of the PANAta Executive Brand Builder of the Year Award.

About SM Supermalls

Celebrating 40 Super Years: A New Era of SM Supermalls, Evolving With You. SM Supermalls, one of Southeast Asia’s largest mall developers with 89 malls in the Philippines, marks four decades of growing with Filipinos and serving as a trusted space where diverse lifestyles and generations connect. As it enters a new era, SM Supermalls continues evolving with you, redefining the malling experience through sustainability, innovation, and a deep commitment to shaping the future of retail and urban life with inclusive, meaningful experiences for all. (SM SUPERMALLS)

SM Prime and Iloilo City Partner to Revitalize Public Markets as Cultural Landmarks

From left: SM Engineering Design and Development President Hans Sy Jr. and Iloilo City Mayor Raisa Treñas-Chu speak with a vendor as guests look on.

SM Prime Holdings, Inc. (SM Prime), in partnership with the Iloilo City Government, marked the opening of the newly redeveloped Iloilo Central Market and Terminal Market, two of the city’s largest and most historic public spaces.

The redevelopment is a landmark public-private partnership (PPP) signed in August 2022. With a total gross floor area of over 62,000 square meters, it broke ground in 2023, with nearly P3 billion invested to transform Iloilo City’s iconic markets into modern, efficient and inclusive centers of local enterprise.

The project was completed at no cost to the city and is managed by the Local Economic Enterprise Office to preserve the public character of the markets. This collaboration reflects SM’s Bold New Era — a commitment to creating spaces that evolve with communities, always All For You.

“This day marks an important milestone in the history of Iloilo City, a new beginning for our vendors and shoppers. Everything is organized, clean, bright and well-ventilated,” said Iloilo City Mayor Raisa Treñas-Chu during the opening ceremony. 

Iloilo, named the Philippines’ first UNESCO Creative City of Gastronomy in 2023, is renowned for its culinary heritage and entrepreneurial spirit. The modernization of its public markets bridges tradition and innovation, ensuring that Ilonggo food culture and small enterprises can continue to grow and bring people together.

SM Iloilo Terminal Market (SITM) includes a lifestyle center that has a gross floor area of almost 20,000 square meters, which houses 58 long-term leasable spaces. Meanwhile, SITM’s market section has expanded to house 1,160 vendors from its previous 911 vendors.

“Before, the old market’s condition was really difficult for us. When it rained, everything got wet, and our regular customers found it inconvenient,” said Jedda Navales, a native coffee vendor at the SITM. “Now, with the new Iloilo Terminal Market, we’re finally leveling up.”

On the other hand, SM Iloilo Central Market (SICM)’s community space expands to more than 17,000 square meters of gross floor area that blends heritage and contemporary design highlighted by 61 long-term leasable spaces and communal dining areas, where beloved Ilonggo dishes such as batchoy, pancit molo and fresh seafood take center stage. SICM’s central market section now caters to 850 vendors from the previous 529.

“We’re confident more people will buy our products now that the market is clean, organized, and has parking spaces. Even when we were at temporary stalls, our loyal customers kept finding us. We’re proud to help promote Iloilo through our native roast chicken,” said Evangeline Janeo, owner of Rawit’s Litson at the SICM.

SM Prime President Jeffrey C. Lim shared the company vision for the project: “Public markets play an essential role in the community and in the lives of local entrepreneurs. Through this partnership, we are helping strengthen both, and we are grateful to the Iloilo City Government for their trust and partnership.”

As the SM Iloilo Central and Terminal Markets reopen, it begins a new chapter in Ilonggo life – one that honors the past while embracing what’s next.

For generations, these markets have been where people trade, share meals, and connect. Their renewal keeps that spirit alive – stronger, cleaner, and ready for the future. It’s part of how SM continues to grow with the communities it serves, always with them in mind. (SM PRIME)

SM Foundation and SM Supermalls Extend Aid to Cebu Through Operation Tulong Express

Over 8,000 affected families in Cebu were given Kalinga Packs through SM Foundation's Operation Tulong Express (OPTE)

Through Operation Tulong Express (OPTE), SM Foundation, Inc. and SM Supermalls continue to bring comfort and care to communities in need. As part of this nationwide relief effort, Kalinga Packs filled with essential goods were distributed to over 8,000 affected families in Mandaue City, Consolacion, and Cebu City, offering hope and support as they recover and rebuild together.

In solidarity with this cause, SM City Mindpro encourages Zamboangueños to extend their compassion by donating to help families in Cebu. A dedicated Operation Tulong Express Donation Box is located at the Ground Level near Campaner Entrance of SM City Mindpro.

Every contribution, big or small, can help empower communities to rise again. Join us in supporting this relief drive and be part of SM’s continuing mission to uplift lives across the nation.

Visit https://www.smsupermalls.com/sm-malls-unite-for-cebu to view the locations of OPTE Donation Box in SM Supermalls nationwide.

First-Ever Sensory Lab Opening Soon at SM Supermalls

In line with its mission to create a mall for all, SM Supermalls, through its corporate social responsibility arm SM Cares, will soon open the first-ever SM Sensory Lab at SM Mall of Asia. This dedicated space is designed to provide a calm and comfortable environment for individuals with sensory sensitivities, including those with autism spectrum disorder (ASD), sensory processing disorder (SPD), and anxiety disorder.

Partners unite to bring the SM Sensory Lab to life — creating inclusive spaces that empower persons with special needs and enrich the community.

The SM Sensory Lab: Calming Corner is part of SM Cares’ advocacy for Persons with Disabilities, taking the next major steps to making every mall visit welcoming, inclusive, and compassionate. The space aims to offer visitors a moment of rest from overstimulating environments and ensure that every Filipino can enjoy a great malling experience.

The SM Sensory Lab supports the unique needs of individuals with sensory sensitivities — fostering comfort and meaningful engagement in public spaces.

Developed in partnership with the Department of Social Welfare and Development (DSWD), the National Council on Disability Affairs (NCDA), and the Autism Society Philippines (ASP), this initiative reflects SM’s leadership in promoting accessibility and empathy across its malls.

“The SM Sensory Lab represents our vision of inclusivity and care,” said Mr. Steven Tan, President of SM Supermalls. “Through this calming space, we hope to create an environment where every visitor—especially those with sensory sensitivities—feels safe, supported, and truly welcome.”

Creating a Calming Experience for All

The SM Sensory Lab features a thoughtfully designed environment aimed at reducing sensory overload and providing comfort for individuals with sensory sensitivities. The space is equipped with soft lighting to minimize visual overstimulation and a quiet atmosphere to help reduce auditory triggers. Visitors can relax in comfortable seating areas furnished with soft chairs and cushions, while sensory tools such as calming toys and blankets offer tactile comfort.

The SM Sensory Lab features soft lights, tactile panels, and a calming atmosphere — thoughtfully designed to support the sensory needs of individuals.

Admission to the Sensory Lab is free of charge and open to children and adults with sensory sensitivities, accompanied by a guardian or caregiver. To support ease of navigation and emotional regulation, the space also includes visual supports and schedules to help visitors feel more at ease. The overall layout is organized and clutter-free, maintaining a peaceful setting that promotes calm and safety.

Designed for inclusivity, the SM Sensory Lab offers features that create a comforting and accessible malling experience.

Redefining Malling with Care and Inclusion

“SM Mall of Asia is proud to lead this effort toward more inclusive malling experiences,” Mr. Steven Tan continued. “We believe that true hospitality means ensuring everyone—regardless of their needs—has a place where they can feel comfortable and cared for.”

As the first SM Supermall set to open a Sensory Lab, SM Mall of Asia reinforces its role as a pioneer in inclusive and compassionate mall design, setting the foundation for similar spaces to be rolled out across other SM malls nationwide.

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls—one of Southeast Asia’s largest mall developers with 89 malls in the Philippines—marks four decades of growing with Filipinos and becoming a trusted space where diverse lifestyles and generations connect, while continuously evolving to redefine the malling experience through sustainability, innovation, and a deep commitment to shaping the future of retail and urban life with inclusive and meaningful experiences. (SM PRIME)