SM City La Union Opens as the New Gen Z Destination Up North

A beach-inspired urban resort built for Gen Z’s lifestyle of style, self-expression, and endless content.

 

SM City La Union is changing the Elyu experience. The 89th SM mall captures Gen Z’s lifestyle with coastal design, indoor greenery, and social spaces built for the new generation’s way of living.

Vibin’ the cozy aesthetic at SM City La Union 

Near the shores of San Fernando, the mall blends Elyu’s surf culture with a modern retail experience. It features curated zones for fashion, collectibles, beauty, and wellness that reflect Gen Z’s taste for individuality. Every detail embodies the innovative, sustainable, and evolving identity of the new SM Supermalls.

Lit’rally LIT! It’s giving next-level ambiance. 

The architecture draws inspiration from the rhythm of the sea and the strength of the shore, featuring a façade of clean lines, local stonework, and lush greenery that blends seamlessly into the landscape. Inside, circular skylights fill the mall with natural light. At the same time, the Grand LED Staircase ripples with wave-like motion beneath a chandelier of seashells and rattan, showcasing local craftsmanship and La Union’s coastal charm.

Sandbox is the spot for volleys and vibes.

At the heart of the mall is The Boardwalk, a coastal lifestyle zone featuring local cafés, themed restaurants, and gourmet food trucks. From there, visitors have direct access to The Sandbox, where they can play volleyball, enjoy daily live entertainment, and relax in the sea breeze. Indoors, wide glass spans and skylights create a bright, open atmosphere perfect for photos and gatherings.

Step into the vibe - Magwayen’s Chrysalis by Leeroy New.

Marking the opening is an art installation by Filipino artist Leeroy New, created with bamboo and recycled materials. The piece symbolizes creativity, sustainability, and renewal, reflecting SM City La Union’s commitment to local artistry and green initiatives.

“SM City La Union captures Elyu’s youthful energy. It mirrors our customers’ lifestyle: vibrant, connected, and creative,” said Steven Tan, SM Supermalls President. “This is our pledge to bring new experiences to every generation. It is all for you.”

SM City La Union is more than a shopping destination. It is a cultural hub for Gen Z—an urban beach resort where community, creativity, and sustainability meet. This is not just a mall. This is your Elyu story, reimagined for a new era. (SM Supermalls)

SM City Mindpro and ZPPSU Seal Partnership for a Greener Future Through Trash-to-Cash Campaign

Formalizing the partnership between SM City Mindpro and Zamboanga Peninsula Polytechnic State University (ZPPSU), a MOA signing was held at the university grounds on October 17 for the Trash-to-Cash Campaign of SM.

Strengthening its commitment to sustainability and environmental stewardship, SM City Mindpro formalized a partnership with the Zamboanga Peninsula Polytechnic State University (ZPPSU) through a Memorandum of Agreement (MOA) signing held on October 17, 2025 at the university grounds.

 

The collaboration underscores the shared advocacy of both institutions to promote environmental awareness and proper waste management practices through SM’s Trash-to-Cash Recycling Market, a long-running sustainability initiative that encourages waste segregation and recycling among communities. 

Leading the ceremony were Dr. Nelson Cabral, University President of ZPPSU, and Engr. Rommel Bellen, Assistant Mall Manager of SM City Mindpro, who represented the mall’s management team.

 

In his message, Engr. Bellen emphasized the importance of empowering young people to take the lead in driving environmental change.

“By joining hands with ZPPSU, we are empowering the next generation of changemakers: students, educators, and future innovators – to lead the way toward a cleaner, greener Zamboanga,” Bellen said. “This partnership reminds us that environmental stewardship thrives when everyone takes part – the government, private sector, academe, and the community. Together, we can create ripples of change that reach far beyond the walls of our campus and our mall,” he added. 

The partnership aims to engage the university community in SM’s Trash-to-Cash initiative by promoting recycling practices, setting up collection points, and integrating sustainability into student-led activities and projects. Through this collaboration, SM City Mindpro and ZPPSU hope to inspire lasting behavioral change among the youth while reducing the city’s solid waste footprint.

 

The Trash-to-Cash Recycling Market is a nationwide environmental program of SM Supermalls held every first Friday and Saturday of the month. It provides customers and partner institutions a convenient venue to exchange recyclable waste materials such as papers, plastics, and metals for cash, promoting responsible waste disposal and circular economy principles.

This partnership marks another milestone in SM Cares’ initiative, reinforcing the company’s role as a catalyst for positive environmental impact and community collaboration.

With collective efforts between SM City Mindpro and ZPPSU, a more sustainable and eco-conscious Zamboanga Peninsula is within reach – one recyclable at a time.

SM City Mindpro Invites SuperKids to a Monsterrific Halloween Celebration

 

It’s that time of the year again when the little ones transform into their favorite characters for a day of spooky fun and creativity! SM City Mindpro invites all SuperKids to join the Monsterrific Halloween Kids Costume Contest on October 31, 2:00 PM at the mall’s Level 4 Event Area.

 

Children are encouraged to showcase their most imaginative costumes: from cute monsters and fairies to animals, aliens, or beloved movie characters for a chance to win exciting prizes. The event promises a day filled with laughter, surprises, and plenty of #AweSM moments for families to enjoy.

 

But the fun doesn’t stop there! After the costume contest, SuperKids can continue the celebration with a Trick-or-Treat around the mall. Kids will have the chance to visit participating stores to collect sweet treats and delightful surprises, making it a truly magical Halloween experience. 

How to Join

To register, shoppers simply need to present a single or accumulated receipt worth at least ₱1,500 from any SM City Mindpro store and sign up through the SM Malls Online app.

1. Download the SM Malls Online app.
2. Search for “SuperKidsHalloween” on the homepage under mall events.
3. Swipe to redeem and screenshot your event pass.
4. Tap the pop-up to access the online registration form.
5. Complete the form and click Submit. 

 

Registration is open from October 17 until October 31, 12NN. For full contest mechanics, visit https://bit.ly/HalloweenCostumeContest2025Mechanics

 

Let your little heroes, cosplayers, and adorable monsters take center stage and make unforgettable Halloween memories at SM City Mindpro. It’s a celebration of fun, family, and creativity, because everything’s here for every SuperKid at SM!

SM Prime Opens 89th Mall: SM City La Union to Feature ‘Sandbox’ Outdoor Space

SM Prime Holdings Inc., one of Southeast Asia’s largest integrated property developers, will open SM City La Union, its 89th mall in the Philippines, on October 17.

SM City La Union features the ‘Sandbox’, a tropical-inspired space made for both playing and relaxation such sports tournaments, mini-concerts, yoga and even Zumba.

Located along Diversion Road, Barangay Biday in San Fernando City, SM City La Union spans more than 51,000 square meters of leasable area, over 80% of which has already been taken up.

“This is our ninth mall in Northern Luzon and we designed it to serve as a landmark for both residents and tourists,” said SM Prime President Jeffrey Lim. “As the surfing capital of the region, La Union deserves a retail center that reflects its vibrant lifestyle and rich culture.”

SM City La Union facade

A highlight of SM City La Union is the Sandbox, a 1,348-square meter outdoor venue designed for sports tournaments, mini-concerts, yoga, Zumba and other community activities. Alongside it runs a bike lane parallel to a manmade sandbar, giving cyclists a unique way to enjoy the area’s open-air setting.

SM City La Union will be anchored by major tenants such as SM Store, SM Markets, Ace Hardware, Toy Kingdom, Levi’s, Watsons, Surplus, Pet Express, Adidas, Miniso, Sports Central, SM Appliance Center, Puma, UNIQLO, National Bookstore and BDO.

For dining and leisure, SM City La Union will feature an SM Foodhall offering Ilocano, Filipino and international dishes, while SM Cinema will showcase the first Director’s Club in the province.

“With our diverse and unique offerings, we hope to strengthen La Union’s position as both a tourism and economic hub in Northern Luzon,” said Lim.

In 2024, La Union’s tourism industry generated over P1 billion in revenues, driven by an increase in spending per visitor. The average length of stay also slightly grew year-on-year from 1.33 days to 1.39 days.

With more than 500,000 tourist arrivals in the same year, San Fernando City, San Juan and Bauang municipalities ranked as the top three destinations in the province. (SM PRIME)