The Backbone of a Nation: How SM Supermalls is Engineering a New Era for Filipino Entrepreneurs

 

Wazzup Pilipinas!? 

In the heart of the Philippines’ economic landscape, a quiet revolution is taking place, powered by the hands of local artisans, food innovators, and visionary creators. Micro, Small, and Medium Enterprises (MSMEs) are not just businesses; they are the lifeblood of the country, accounting for a staggering 99.63% of all businesses and providing 66.58% of total employment. Recognizing this critical role, SM Supermalls has moved beyond being a mere marketplace to becoming a "big brother" and a scalable growth engine for the grassroots economy.

A Year of Unprecedented Momentum

As the calendar turned to 2026, SM Supermalls looked back on a year of explosive growth. In 2025 alone, the SM for MSMEs program empowered 920 new MSMEs and start-ups. This wasn't just temporary support; nearly 10% of these participants successfully transitioned into becoming regular mall tenants, securing permanent kiosks, counters, or in-line stores.

The scale of this engagement is breathtaking:

2,288 unique MSMEs have been supported since the program’s enhanced rollout in March 2024.

28,761 booth activations were mounted across the nation in 2025.

High-impact events like the Go Negosyo MSME Summit 2025 and the VIYLine MSME Caravan—where digital stars like Cong TV brought online communities into physical marketplaces—have redefined how local brands reach their audience.

Real Stories, Real Growth

The impact of these programs is best seen through the eyes of the entrepreneurs themselves. For Euclid S. Cezar, President and CEO of Famous Belgian Waffle, SM's support is a powerful motivator to "expand, innovate, and bring our products to more communities". Similarly, brands like Alamanga and Rainbow Scoops have used the MSME Hubs to bring local flavors directly to the community, proving that with the right platform, small businesses can truly thrive.

These success stories are celebrated annually at the SM for MSMEs Wall of Champions, an event that honors the resilience and community impact of those who are building the nation one business at a time.

The Road Ahead: 2026 Kick-off

SM Supermalls is not slowing down. With 89 malls nationwide, the company is leveraging its massive footprint to push opportunities beyond Metro Manila and into regional hubs. The start of 2026 is already bustling with activity:

DTI Region IV-A Coco Festival Food Fair (Jan 14–20): Highlighting coconut-based products at SM City San Pablo.

Philstar Nakakalokal Bazaar (Jan 16–18): Showcasing Visayas and Cordillera craftsmanship at SM Seaside City Cebu.

The Silk Events Bazaar (Jan 28–Feb 10): A curated artisan market at SM La Union designed to capture the tourism-driven market.

A Legacy of Empowerment

"The private sector has a role to play in enabling the future growth of the MSME sector," says Steven Tan, President of SM Supermalls. "Supporting the grassroots economy is a long-term commitment we intend to uphold".

As SM celebrates 40 "Super Years", it continues to evolve alongside the Filipino entrepreneur. By providing market access, mentorship, and a platform for innovation, SM Supermalls is ensuring that the dreams of today's MSMEs become the sustainable enterprises of tomorrow.

The Pickleball Revolution: How SM Supermalls Is Serving Up a New Way of Life

 

Wazzup Pilipinas!? 

The rhythmic pop-pop-pop of a plastic ball against a paddle has become the new heartbeat of the Filipino sporting scene. What began as a rising trend has exploded into a full-scale cultural phenomenon, and SM Supermalls is leading the charge, transforming the retail landscape into the nation’s ultimate sports playground.

A Bold Expansion: Breaking Records and Boundaries

By the end of 2025, SM has cemented its status as the undisputed home of pickleball in the Philippines. Through the SM Sports and Lifestyle Center (SLC), the mall giant achieved a staggering milestone: 61 court locations spanning 25 properties across the country.

This expansion includes 37 permanent courts—the largest inventory among all mall operators—including newly launched professional-grade venues at SM Center Shaw and SM Center Muntinlupa.

"Closing 2025 with our largest pickleball court locations... is evidence that sports remains not just a strong interest, but a new way of life for our customers," says Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing.

Inside the SM Active Hub: More Than Just a Court

Launched in March 2024, the SM Active Hub was born from a vision to provide high-quality, accessible spaces for every kind of athlete. Whether you are a seasoned pro or a "casual pickler" picking up a paddle for the first time, the Hub offers an experience that is as inclusive as it is adrenaline-pumping.

What Makes the Experience "Maxed-Out"?

Modular Innovation: Utilizing a modular court approach, SM meets the athletic "appetite" of its communities with agility and style.

A Court for Every Player: The new SM Center Shaw features three outdoor permanent courts, while SM Center Muntinlupa offers four indoor permanent courts.

Creative Play: SM is redefining sports entertainment with "out-of-the-box" events like Glow Ball, a glow-in-the-dark pickleball twist that turns the game into a neon spectacle.

Skill Building: For those just starting, free coached Pickleball Clinics ensure the next generation of players is ready for the dink.

From Local Friendly Matches to Global Inspiration

The SM Active Hub isn't just about local play; it’s a stage for major competition. In partnership with Toby’s Sports, it hosts the prestigious SM Pickleball Super Series.

Perhaps most inspiring was the Pickleball Power Tour, featuring world-ranked Filipino-American pro-athlete Lauren Mercado. The event was such a massive success in igniting passion among young athletes that a second iteration is already scheduled for the first half of 2026.

The Future: The Road to 80

The demand for pickleball is so intense that SM’s courts remained fully booked through the end of 2025. Never one to rest on its laurels, SM’s upcoming thrust is even more ambitious: building enough permanent courts to increase their inventory to nearly 80 by 2026.

On top of the permanent infrastructure, SM maintains 24 semi-permanent courts nationwide to ensure that every Filipino has a place to play.

Join the Movement

Becoming part of this thriving community is easier than ever. Through the SM Malls Online app, enthusiasts can sign up, discover upcoming tournaments, and unlock exclusive rewards, discounts, and freebies.

As Joaquin San Agustin puts it, "As long as the Filipino desire for community and activity remains ablaze, SM is determined to continually give that passion for sports a home".

Ready to find your game? Download the app and visit your nearest SM Active Hub today.

The Pulse of a Greener Future: How the SM Green Movement is Reshaping the Filipino Tomorrow

Wazzup Pilipinas!? 

In the heart of the Philippines’ bustling urban landscapes, a silent but powerful revolution is unfolding. It isn’t just happening in boardrooms or through policy mandates—it is happening in the aisles of your favorite mall, the water flowing through its pipes, and the very sun hitting its roof. This is the SM Green Movement, a bold commitment by SM Prime Holdings Inc. (SM Prime) to transform everyday habits into a systemic shield for the planet.

A Vision Beyond the Mandate

Long before sustainability became an industry buzzword, SM Prime recognized a fundamental truth: true environmental protection cannot be forced; it must be lived. What began as simple, localized actions has matured into a sophisticated, interconnected ecosystem that bridges the gap between corporate responsibility and community life.

By leveraging the massive scale of its nationwide network of supermalls, SM Prime has turned these social hubs into "living laboratories" for sustainability. This "micro to macro" approach ensures that every small act—like a customer dropping a battery into a bin—is scaled into a nationwide impact.

The Three Pillars of Change

The SM Green Movement stands on a foundation of three core environmental pillars, each designed to ensure that the resources of today are preserved for the generations of tomorrow.

1. Circularity in Waste Management

The waste pillar is no longer just about disposal; it’s about circularity. Through SM GUUN, the movement’s circularity platform, SM works with recycling partners to divert plastics, paper, and compostables away from landfills and back into the productive economy. It is a reimagining of "waste" as a resource.

2. Pioneers of Water Stewardship

Water is the lifeblood of our communities, and SM Prime’s stewardship is anchored in resilience. As a pioneer in the retail space, SM Supermalls introduced early sewage treatment plants and low-flow fixtures, creating a blueprint for how massive commercial spaces can recycle water and reduce consumption across the archipelago.

3. The Power of the Sun

Energy efficiency and renewable generation converge to prove that climate action and comfort can go hand-in-hand. A shining example of this is the 100MWp milestone celebrated at SM City North Edsa, marking a massive expansion of solar capacity across malls nationwide. This clean energy supports both the environment and the everyday experiences of millions of mallgoers.

A Shared Journey for Every Filipino

At its core, the SM Green Movement is about people. It is a shared journey that requires the collective action of partners, tenants, employees, and the millions of Filipinos who walk through SM’s doors every day.

"The SM Green Movement reflects our vision to scale simple, everyday acts into systemic impact," says Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing. "By advancing energy, water, and waste initiatives together in our malls, we safeguard communities and build a more sustainable future." 

As the movement continues to grow, it lays the foundation for a future where sustainability isn't an "extra" effort—it is a part of everyday life. From the smallest island to the largest city, the SM Green Movement is empowering families to take part in simple acts that ensure shared prosperity for centuries to come.