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)

SM Supermalls expands its nationwide presence for Pickleball

Pickleball continues to find its home in SM Supermalls.

Through the SM Sports and Lifestyle Center (SLC), SM expands its permanent pickleball court locations to SM Center Shaw and SM Center Muntinlupa, giving the all-inclusive sport, its athletes, and enthusiasts even more venues for their next friendly or competitive matches. Because of this, SM closed 2025 with 61 court locations across the Philippines with 37 total permanent courts—the largest among mall operators.

 

SM empowers the thriving local pickleball scene with maxed-out sports experiences for picklers and the active lifestyle community nationwide. Through its launch of SM Active Hub, the country's largest sports playground, partnered with SM SLC's mission of revolutionizing fitness and sports engagement in the country, it encourages tournament play, friendly competition, and fun bonding moments.

“SM launched SM Active Hub in March last year with the strong intention of giving athletes, sports enthusiasts, and even casual players alike high-quality and easily accessible spaces that can house their best sports experiences—whether that's lighthearted fun or high adrenaline competition,” said Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing. “Closing 2025 with our largest pickleball court locations while adding two new permanent courts in SM Center Shaw and SM Center Muntinlupa in Metro Manila is evidence that sports remains not just a strong interest, but a new way of life for our customers.”

Opened in partnership with Paloo, the pickleball court locations of SM Center Shaw and SM Center Muntinlupa boast three outdoor and four indoor permanent courts respectively, both intuitively designed to accommodate experienced and novice players, with accessible rates.

The Home of Elevated Sports Experiences

Through Active Hub, SM gave local picklers the ultimate spot to maximize movement and active lifestyles, meeting the athletic appetite of customers through its modular court approach. With the integration of the SM Malls Online app, players can easily sign up to be part of the community, discover upcoming events, and gain exclusive access to the best deals that maximize experiences they'll love.

 

“On top of the permanent courts, we also have 24 semi-permanent courts all over the country to accommodate the maximum amount of activity our customers seek,” said San Agustin.

This holistic approach has made SM the favorite go-to pickleball hangout place for customers, almost doubling the 44 courts initially constructed through the rise of interest in the sport. Also following strong demand and fully booked courts until the end of 2025, SM's upcoming thrust focuses on building more permanent courts to increase its inventory to close to 80 in 2026.

“The high volume of bookings across all our courts hints that pickleball isn't an exclusive sport—anyone can play. And because it is inclusive and easy to learn, SM saw this as an opportunity to naturally drive active lifestyles for our customers,” said San Agustin.

A Favorite for Maxed-out pickleball gatherings

Active Hub caters to a wide group of picklers—from competitive enthusiasts to casual first timers looking to play or find a new and fun bonding activity with their friends, every kind of player can find an event that encourages them to keep playing.

 

Out-of-the-box creative concepts like the Glow Ball pickleball event giving the game a fun and exciting glow in the dark twist, while enrichment activities such as free coached Pickleball Clinics encouraged newbies and young players to try the sport out.

 

Active Hub is also home of the major competition SM Pickleball Super Series in partnership with Toby's Sports running alongside local tournaments and events.

It initiated the Pickleball Power Tour with Filipino-American, world-ranked pro-athlete Lauren Mercado igniting passion for the sport among the next generation of players. The event was such a massive hit that SM will be hosting a second iteration within the first half of 2026.

 

“This is a testament to SM's desire of hosting the most creative and commercially attuned sports events that our customers can always look forward to. As long as the Filipino desire for community and activity remains ablaze, SM is determined to continually give that passion for sports a home,” said San Agustin.

Join SM Active Hub

SM Active Hub is the premier sports and fitness initiative by SM Supermalls, offering a dynamic and inclusive environment for sports lovers across the Philippines. Designed to bring communities together, SM Active Hub provides accessible venues, expert-led training, and exciting events that cater to all levels of fitness and athleticism.

Don’t miss out! Discover a range of SM Active Hub events on the SM Malls Online app and be the first to earn rewards, discounts, and freebies: http://click.smmallsonline.com/DFqS/SMACTIVEHUB (SM Supermalls)

SM City Zamboanga to Hold Exclusive Job Fair at City Coliseum

In partnership with the Public Employment Service Office-Zamboanga City (PESO) and the Department of Labor and Employment Region 9 (DOLE IX), SM City Zamboanga is set to open doors to new career opportunities as it hosts an exclusive job fair on January 16–17, from 9AM to 4PM, at the Zamboanga City Coliseum.

 

The two-day job fair will feature over 400 job openings, with more than 20 top employers from various industries, including retail, food and beverage, customer service, operations, and support services. This initiative is part of SM’s continuing commitment to generate meaningful employment opportunities for job seekers in the community while strengthening collaboration with its retail affiliates and tenant partners.

With the empowering tagline “Start strong. Find what fits. Your future begins at SM”, the job fair encourages applicants to take the next step toward careers that align with their skills, passion, and long-term goals. 

To ensure a smoother and more efficient experience, online pre-registration for the job fair is now open. Interested applicants are encouraged to register ahead of time using this link: https://bit.ly/SMCityZamboangaJobFairRegistration

 

As Zamboanga City continues to emerge as a key economic hub in the region, the SM City Zamboanga Job Fair serves as a vital platform for employment generation, workforce development, and public-private collaboration in support of inclusive growth.

#SMJobFair
#EverythingsHereAtSM

SM City Mindpro Brings Smiles to Over 400 Learners Through “Besties of Joy” Distribution

True to its commitment of spreading joy and making a meaningful difference in the community, SM City Mindpro recently distributed Besties of Joy plush toys to more than 400 learners from Divisoria Elementary School, Boalan Elementary School, and Zambowood Elementary School.

The heartwarming activity was made possible through the efforts of employee-volunteers from SM Zamboanga malls, who personally turned over the plushies to the learners. The Besties of Joy—soft, cuddly companions—were warmly received by the young students, bringing smiles, excitement, and moments of happiness inside their classrooms.

This initiative forms part of SM’s ongoing commitment to nurturing the well-being of children and supporting communities through simple yet impactful acts of kindness. By sharing these plush toys, SM aims to inspire joy, comfort, and hope among learners, reminding them that they are valued and cared for.

 

“We believe that even the smallest gestures can create a big impact, especially for children. Through the Besties of Joy, we hope to brighten their day and create lasting, positive memories,” said Aileen Ann Villa-Enriquez, SM City Mindpro Mall Manager.

The distribution underscores SM’s culture of volunteerism, with employees actively taking part in outreach activities that extend beyond the mall and into the heart of the community. More than just a gift-giving activity, the initiative reflects SM’s dedication to fostering meaningful connections and uplifting lives—one smile at a time.

 

Through programs like Besties of Joy, SM City Mindpro continues to champion compassion, generosity, and shared happiness, reinforcing its role not only as a lifestyle destination but also as a partner in community-building.

SM City Mindpro Rings in the New Year with a Massive End of Season Sale

Kick off the new year in style as SM City Mindpro brings shoppers a vibrant, feel-good retail experience with its much-awaited End of Season Sale, happening January 2 to 11. Fashion lovers, savvy shoppers, and bargain hunters can score up to 70% OFF on great finds across participating stores, making it the perfect time to refresh wardrobes, upgrade essentials, and treat yourself after the holidays.

 

Adding more excitement to the shopping spree, SM Store Mindpro joins the celebration with its Biggest Clearance Sale, also running from January 2 to 11. Shoppers can enjoy up to 70% OFF on select items, plus exclusive perks that make every purchase even more rewarding.

 

From stylish apparel and footwear to must-have accessories and everyday essentials, shoppers can mix and match savings while enjoying a fun, youthful shopping atmosphere at the mall.

“Starting the year with great deals is our way of thanking our shoppers for their continued support. We invite everyone to make the most of these exciting offers and enjoy a rewarding shopping experience at SM City Mindpro,” said Aileen Ann Villa-Enriquez, SM City Mindpro Mall Manager.

So grab your shopping buddies, swipe those cards, and don’t miss out on the biggest deals of the season only at SM City Mindpro, where the new year begins with unbeatable style and savings.

SM City Mindpro shares “ChriSMiles” with indigent learners of Edwin Andrews Air Base Elementary School

 

Living up to the true spirit of Christmas, SM City Mindpro brought joy and hope to 50 indigent learners of Edwin Andrews Airbase Elementary School through a food pack distribution under “ChriSMiles,” SM’s annual gift-giving initiative for underserved communities during the Christmas season.

The outreach activity was led by SM Zamboanga malls’ employee-volunteers, headed by the Mall Manager Aileen Ann Villa-Enriquez, who personally led the turnover of food packs to the beneficiaries. The initiative was further strengthened by the participation of Philippine Air Force – Air Combat Command Team led by Major Jeremy Basille Remigia II, highlighting a shared commitment to service, compassion, and community partnership.

Through ChriSMiles, SM City Mindpro continues to spread holiday cheer beyond the mall by reaching out to communities in need. Each food pack was prepared to provide meaningful support to the learners and their families, while also reinforcing the values of generosity and inclusivity that define the Christmas season.

 

“This initiative reflects our desire to share hope and joy, especially with our indigent learners, who deserve to feel the warmth of the season,” Aileen Ann Villa-Enriquez shared. “Through ChriSMiles, we are reminded that even simple acts of kindness can make a lasting impact.”

 

The ChriSMiles activity forms part of SM’s continuing corporate social responsibility efforts, aligned with its commitment to uplift communities and promote inclusive growth. By mobilizing employee-volunteers and collaborating with partner organizations, SM City Mindpro remains dedicated to creating meaningful experiences that bring smiles to communities it serves.

SM Supermalls and VFS Global Seal Partnership to Bring Visa and Travel Services Closer to Filipinos

SM Supermalls and VFS Global have formally signed a Memorandum of Agreement (MOA) to bring the first world-class visa and travel documentation services directly to select SM malls—offering Filipinos unprecedented convenience, accessibility, and a more seamless customer experience.

Executives Shaking Hands. SM Supermalls and VFS Global leaders seal the partnership with a handshake during the MOA Signing at SM Supermalls Headquarters. Left to Right: Mr. Royston Cabunag, SM Supermalls AVP for Government Services Express, Mr. Steven Tan, SM Supermalls President, Mr. Atul Lall, VFS Global Regional Head for North Asia and Mr. Syed Shahen Shah, VFS Global Country Manager for Brunei and the Philippines.

The partnership enables VFS Global, the global leader in trusted technology services, empowering secure mobility for governments and citizens, operating 3,987 application centres across 165 countries, to now offer visa applications, biometrics, appointment scheduling, and passport-related services inside SM malls. With SM’s nationwide network of 89 malls and over 5.2 million daily visitors, these services instantly become more accessible to millions of Filipinos.

SM Supermalls and VFS Global executives officially sign the Memorandum of Agreement, marking a new partnership that brings visa and travel services closer to Filipinos.

During his welcome remarks, SM Supermalls President Steven Tan emphasized how the collaboration elevates SM’s commitment to serving communities beyond traditional retail. “Our malls have evolved into trusted community spaces where every day needs are met with ease and dignity. This partnership with VFS Global brings essential travel and documentation services right where people already are—inside their neighborhood SM mall. By hosting VFS Global service centers, we’re not only simplifying travel requirements, but we’re further strengthening SM’s role as a hub for convenience, public service, and meaningful access. This collaboration opens new doors for Filipinos and brings world-class service even more within reach.”

SM Supermalls President Steven Tan highlights the company’s commitment to service accessibility and customer convenience as he and VFS Global executives discuss the upcoming rollout of VFS service centers in SM malls.

This initiative reflects SM’s commitment to bringing essential services closer to the public by transforming malls into centralized hubs for government, travel, and community-based services. With this first-of-its-kind rollout, SM and VFS Global continue to create opportunities that make everyday life easier, more efficient, and more empowering for Filipino families.

VFS Global Regional Head for North Asia, Mr. Atul Dushyant Lall, delivers his speech with excitement and optimism, sharing how the partnership will make travel documentation easier and more accessible for Filipinos.

Atul Lall, Regional Head - North Asia, VFS Global, said, “It’s a great honour for VFS Global to partner with select SM malls across the Philippines offering our fellow Filipino customers a seamless application submission experience. VFS Global remains committed to putting customers first, ensuring the easiest, smoothest visa application experience possible. Through continuous innovation and advanced technology, we simplify processes, enhance security, and improve convenience. By partnering with world-class companies, we bring the best global expertise together to deliver reliable, efficient, and future-ready solutions for governments and travelers worldwide.”

Executives from SM Supermalls and VFS Global gather for a commemorative photo following the signing ceremony, celebrating a strategic partnership aimed at making travel documentation simpler and more accessible for the public.

About SM Supermalls Government Services

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls strengthens its commitment to public service through the Government Service Express (GSE) program. GSE brings essential government transactions closer to communities by hosting key agencies in one-stop hubs nationwide—from ID applications and permits to registrations and renewals. By building strong partnerships with institutions and expanding access across its mall network, SM ensures services remain convenient, safe, inclusive, and accessible for every Filipino.

About VFS Global

As the global leader in trusted technology services, empowering secure mobility for governments and citizens, VFS Global embraces technological innovation including Generative AI to support governments and diplomatic missions worldwide. The company manages non-judgmental and administrative tasks related to applications for visa, passport, and consular services for its client governments, increasing productivity and enabling them to focus entirely on the critical task of assessment.

With a responsible approach to technology development, adoption and integration, the company prioritizes ethical practices and sustainability while serving as the trusted partner to 70 client governments.  Operating over 3,900 Application Centres in 165 countries, VFS Global has efficiently processed more than 519 million transactions* since 2001.

Headquartered in Zurich and Dubai and majority owned through investment funds managed by Blackstone Inc, along with minority stakeholders including Swiss-based Kuoni and Hugentobler Foundation. (SM Supermalls)