Strong performance, stronger trust: SM Supermalls evolves for the next generation of customers
SM Supermalls continues to build momentum in 2026 as it responds to the evolving needs of Filipino communities, posting record revenues of P41.8 billion in the first half of the year, an 8% increase from P38.6 billion during the same period last year. The strong performance was supported by higher leasable space and tenant sign-ups, alongside steady shopper visits. Total gross leasable area grew 3% to 5.1 million square meters from 5.0 million square meters, while the number of tenants increased 4% to 23,174 from 22,192. Average daily foot traffic remained steady at 3.7 million, underscoring the enduring appeal of SM’s malls as destinations for shopping, dining, entertainment, leisure, and community experiences.
In Cebu, this growth story comes to life through the evolving offerings of its most-loved SM malls—SM City Cebu, SM Seaside City Cebu, and SM J Mall. Recognizing that customers increasingly seek diverse experiences beyond traditional retail, SM has enhanced its spaces with sports, leisure, entertainment, and other lifestyle offerings, while introducing first-in-the-Visayas brands and concepts that further elevate Cebu’s retail and dining landscape. Among these are Wolfgang’s Steakhouse, Din Tai Fung, Manam, 8Cuts Burgers, Ooma, Mo’ Cookies, Hoshino Coffee, Ramen Nagi, Love, Bonito, Bath & Body Works, and Victoria’s Secret, giving Cebuanos and visitors access to sought-after names without having to leave the region. These additions, alongside SM’s growing mix of experiences, further strengthen its commitment to creating destinations that reflect the evolving tastes and lifestyles of Cebu, reinforcing that SM is for Cebu.
Nationwide, SM added 41 pickleball courts during the first half of the year, bringing its total to 102 courts across 32 properties. In Cebu, initiatives such as the SM2SM Run further demonstrate SM’s commitment to active and healthy lifestyles, bringing communities together through movement, camaraderie, and shared experiences. This is complemented by a growing calendar of sports, wellness, and creative activities hosted at SM malls, including the Cebu Marathon, Singlife Cebu International Marathon, the East Asia Super League (EASL) 2026-2027 season, and the FIBA Women’s Asia Cup next year. These activities bring together athletes, enthusiasts, families, students, and spectators, reinforcing SM’s role as a venue for sports, creativity, and community engagement while complementing Cebu’s growing tourism appeal.
“Our growth reflects the enduring trust of our tenants and shoppers. Despite macroeconomic headwinds, they continue to find value in the variety of our offerings and the strong sense of community in our malls,” said SM Supermalls President Steven Tan. “This gives us confidence to keep investing in spaces and experiences that respond to their changing needs.” This customer-defined approach is also evident in SM’s sustainability and community initiatives. From 100 MWp of solar power generated through mall rooftop solar PV systems, SM increased its capacity to 122 MWp, with further expansion planned through the end of the year. SM also reached 100% coverage for free EV Charging Stations across all 90 malls, with 203 EV charging stations nationwide.
In recognition of its sustained innovation and customer-centric vision, SM Supermalls was named the Philippines’ Strongest Brand for the second consecutive year by Brand Finance, scoring 95.3 out of 100 on the Brand Strength Index and retaining its AAA+ rating in the Philippines 50 2026 report.
SM’s transformation journey also supports its broader My SM platform, its five-year initiative for evolving malls around the changing needs, lifestyles, and aspirations of Filipino communities. “Our growth plan for the rest of 2026 and beyond is to continue evolving for our customers. SM will keep building business momentum through the introduction of exciting new brands, cinema and entertainment acts, as well as leisure offerings that will sustain market interest. With the upcoming opening of our 91st mall, SM Nuvali, we are expanding our business footprint in the emerging growth corridor of South Luzon and Calabarzon with an innovative upscale mall concept never experienced in the Philippine market before,” said Tan.
For Cebu, SM continues to create destinations that contribute to the province’s dynamic lifestyle and tourism ecosystem, offering more ways for people to shop, dine, play, connect, and experience all that Cebu has to offer. Through the My SM campaign, SM in Cebu brings together relevant and meaningful experiences across retail, dining, sports, entertainment, recreation, and community activities—reflecting how people live, travel, and spend time today. As Cebu welcomes more visitors and communities find new ways to connect and enjoy, SM remains committed to making every visit a maxed-out experience, with more ways to discover, dine, play, shop, and celebrate Cebu.
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About SM Supermalls
SM Supermalls is one of Southeast Asia's largest mall developers and operators, with 90 malls in the Philippines and 9 in China. For generations, SM has grown alongside Filipino communities by creating destinations where people, businesses, and opportunities come together.
Through "My SM," SM continues to evolve with the changing lifestyles and needs of Filipino communities, reimagining the mall experience through thoughtfully designed spaces, better connectivity, innovative digital conveniences, and meaningful experiences that foster connection and strengthen communities.
My SM. Your Most Loved Supermall.
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