SM Supermalls
One of the largest shopping mall operators in the Philippines, with a network spanning the Philippines and China.
Last updated November 4, 2026
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Overview
SM Supermalls is the shopping-mall brand and operating platform of SM Prime Holdings, a major Philippine property company within the broader SM group. The business developed from Henry Sy's retail operations and grew from a department-store chain into a large portfolio of integrated commercial, entertainment, dining, and community destinations. Its malls typically combine retail stores with supermarkets, department stores, cinemas, food courts, technology retail zones, recreational facilities, and services. The brand's roots lie in Henry Sy's first shoe shop, opened in Quiapo, Manila, in 1948. Sy began using the Shoemart name in 1958, and the retail operation expanded into a full-line department store in 1972. In 1985, the business entered supermarket and home-appliance retail and opened SM North EDSA in Quezon City, the first development identified as an SM supermall. The mall format became the principal vehicle for expanding the group's retail ecosystem and for bringing multiple SM businesses into a single destination. SM Supermalls expanded outside the Philippines in 2001 with SM City Xiamen in Fujian, China, reflecting both the group's commercial interests and Henry Sy's family roots in Fujian. The network subsequently included malls in major Philippine urban areas and selected Chinese markets. Reference material describes the network as comprising 90 malls in the Philippines and nine in China, with additional projects under construction; the exact count is time-sensitive and should be checked against current company disclosures. The portfolio ranges from very large regional shopping and leisure complexes to smaller community-oriented SM Centers. Flagship properties include SM Mall of Asia in Pasay, SM City North EDSA in Quezon City, SM Megamall in Mandaluyong, SM Aura in Taguig, and SM Seaside City Cebu. The properties are designed to function as mixed-use urban destinations rather than simple retail containers. Many provide cinemas, event venues, chapels or worship facilities, food halls, sports and gaming attractions, and extensive public gathering areas. Key internal offerings include The SM Store department stores; SM Markets, which groups supermarket formats such as SM Supermarket, SM Hypermarket, Savemore Market, and Mindpro Supermarket; SM Cinema; SM Skating; SM Bowling; SM Game Park; SM Cyberzone; and SM Food Court. These businesses give the malls a group-wide anchor base and help create recurring visits across shopping, dining, entertainment, and essential services. Some attractions are present only at selected properties and may change as malls are renovated or repositioned. The brand serves mass-market and middle-income consumers while also operating premium-oriented properties and zones. Its positioning is therefore broad rather than exclusively high-end: large regional malls emphasize scale and variety, community malls emphasize convenience, and upscale destinations add curated dining, luxury retail, and premium leisure experiences. SM Supermalls also functions as a platform for national retailers, international brands, cinemas, restaurants, financial services, telecommunications providers, and seasonal events. The COVID-19 pandemic materially affected mall operations, with reference material reporting a near-halving of company revenue in 2020, although the business stated that occupancy remained healthy. Recovery has involved reopening and upgrading entertainment facilities, expanding digital and technology-related retail spaces, and continuing mall development. In 2022, SM introduced a refreshed visual identity designed by Pentagram, including a custom typeface known as Henry Sans and the color designation SM Electric Blue. The new identity has appeared alongside the older logo during the transition. SM Supermalls remains an active, highly visible Philippine retail and property brand. Its importance derives not only from the number of malls it operates but also from the integrated ecosystem of retai…
History
SM Supermalls grew out of Henry Sy's Philippine retail business. Sy opened a shoe store in Quiapo in 1948 and adopted the Shoemart name for a later store on Carriedo in 1958. The initials of Shoemart became the basis of the SM identity. In 1972, Shoemart developed from a footwear retailer into a full department store, creating a broader merchandise platform that could serve as an anchor for future commercial properties. The company entered supermarket and home-appliance retail in 1985. That same year it opened SM North EDSA in Quezon City, the first property described as an SM supermall. The mall model allowed the group to combine department-store retail with supermarkets, specialty shops, restaurants, entertainment, and services. Over time, the format became central to the expansion of SM Prime Holdings and the wider SM group. The first overseas expansion came in 2001 with SM City Xiamen in Fujian, China. The move established a second operating market while connecting the brand to the region associated with Henry Sy's family origins. In the Philippines, the network expanded across Metro Manila and regional cities, producing large flagship complexes as well as smaller community-oriented centers. Entertainment became a significant part of the mall proposition. SM Cinema developed from traditional movie theaters into a portfolio of formats including IMAX, Director's Club, Large Screen Format, Centerstage, and SM Event Screen. The first Philippine IMAX location opened at SM Mall of Asia in 2006. Director's Club also began at Mall of Asia in 2006, adding recliner seating and butler service. SM Cinema later introduced a drive-in theater at SM City Pampanga in 2020 during the pandemic period. Other mall-based concepts expanded the brand's scope. SM Skating introduced indoor ice rinks, while SM Bowling and the later SM Game Park provided sports and recreation. SM Cyberzone developed into a dedicated technology-retail and gaming area. SM Food Court and selected Food Hall concepts served as dining anchors, and supermarkets under the SM Markets umbrella supported everyday shopping. Some malls also incorporated chapels or separate church buildings, reflecting the role of malls as community destinations in the predominantly Catholic Philippines. The COVID-19 pandemic disrupted mall traffic and entertainment operations in 2020 and caused a major decline in revenue, according to the referenced material. The company nevertheless stated that occupancy remained healthy. Subsequent activity included the recovery and upgrading of cinemas, leisure venues, and retail facilities. The brand also continued developing and opening malls in the Philippines and China. In 2022, SM Supermalls adopted a refreshed visual identity created by Pentagram. The system included a custom typeface called Henry Sans and the color name SM Electric Blue, while the previous logo continued to appear during the transition. The brand's current identity reflects its evolution from Shoemart's department-store origins into a large-scale mall network and integrated retail ecosystem. Because mall counts and development pipelines change frequently, current portfolio totals require verification against the latest official disclosures.
- 2023
The first SM Cinema IMAX with Laser opened
[1]SM City Iloilo received the first IMAX with Laser installation in the Philippine SM Cinema network.
- 2022
A new SM Supermalls identity was adopted
[1]Pentagram developed a refreshed logo and identity system featuring Henry Sans and SM Electric Blue.
- 2021
SM Game Park opened its first branch
[1]The first SM Game Park opened at SM Southmall with sports, gaming, recreation, and social facilities.
- 2020
SM Cinema opened a drive-in theater
[1]SM City Pampanga hosted the first drive-in theater in the Philippines under the SM Cinema brand.
- 2015
SM Cinema introduced Large Screen Format
[1]The first Large Screen Format cinema opened at SM City Cabanatuan.
- 2006
SM Cinema opened its first IMAX and Director's Club locations
[1]SM Mall of Asia hosted the first Philippine IMAX theater under SM Cinema and the first Director's Club branch.
- 2001
SM opened its first mall in China
[1]SM City Xiamen in Fujian marked the brand's first international mall opening.
- 1998
The technology-retail concept that became SM Cyberzone was launched
[1]A technology-focused lifestyle store began at SM North EDSA's Carpark Building and was later rebranded as SM Cyberzone.
- 1992
The first SM Skating rink opened
[1]SM opened its first indoor ice rink at SM Megamall.
- 1989
SM Bowling began operations
[1]The first SM Bowling Center opened at SM North EDSA.
Products and positioning
Broad-based, high-traffic shopping and lifestyle destinations ranging from community malls to premium urban complexes, combining retail, dining, entertainment, services, and public gathering spaces.
Shopping mall network · 1985
SM Supermalls
A network of retail and lifestyle destinations operated by SM Prime Holdings. Properties range from large regional malls to smaller community centers and typically combine department stores, supermarkets, specialty retail, dining, services, entertainment, and public event areas.
Cinema and entertainment
SM Cinema
The mall cinema chain offers conventional auditoriums alongside IMAX, IMAX with Laser, Director's Club, Large Screen Format, Centerstage, and SM Event Screen concepts. Its venues serve film screenings, private events, live performances, and premium moviegoing.
Department store · 1972
The SM Store
SM's department-store anchor evolved from the Shoemart store converted into a full-line department store in 1972. It remains one of the most common major tenants in SM Supermalls and provides apparel, household goods, beauty, accessories, and other general merchandise.
Supermarket and grocery retail · 1985
SM Markets
The SM Markets grouping includes SM Supermarket, SM Hypermarket, Savemore Market, and Mindpro Supermarket. These formats operate as mall anchors or standalone stores and provide everyday groceries, household supplies, and related consumer goods.
Technology retail · 1998
SM Cyberzone
A dedicated technology and telecommunications retail zone within SM malls, bringing together electronics retailers, device brands, mobile operators, gaming activities, and technology events. It developed from an earlier technology-oriented lifestyle store.
Food and dining
SM Food Court and Food Hall
SM dining concepts provide communal food-court seating and a broad selection of affordable tenants. Selected upscale malls use Food Hall formats, including Food on Four at SM Aura, with a more curated environment and premium dining offer.
Recreation and leisure · 2021
SM Game Park
An indoor recreation concept combining selected sports facilities, bowling, billiards, basketball, table tennis, archery, arcades, karaoke, gaming, and a sports bar. The exact mix varies by branch.
Indoor ice skating · 1992
SM Skating
SM's indoor ice-rink concept operates at selected malls. The first rink opened at SM Megamall in 1992, and later or current locations have included SM Mall of Asia and SM Seaside City Cebu.
Bowling and recreation · 1989
SM Bowling
A mall-based bowling concept launched at SM North EDSA and later expanded to selected properties. Some former bowling sites have been converted into or replaced by SM Game Park facilities.
Marketing campaigns
- 2022SM Supermalls visual identity refresh
Philippines · China
SM Supermalls introduced a refreshed identity designed by Pentagram, using a custom typeface called Henry Sans and the color designation SM Electric Blue. The rollout occurred while the earlier logo remained visible in parts of the network.
Outcome. Brand identity modernization
Brand decisions
2023
Upgrade selected cinemas to IMAX with LaserGeneration changeBackground
SM Cinema sought to expand premium large-format entertainment and modernize selected IMAX venues.
Action taken
The first Philippine SM Cinema IMAX with Laser location opened at SM City Iloilo, with further upgrades and new locations planned under the partnership.
Aftermath
Premium cinema technology became part of the network's continuing entertainment upgrade program.
2020
Adapt cinema operations during the pandemicOtherBackground
COVID-19 restrictions disrupted conventional cinema operations and reduced mall traffic.
Action taken
SM Cinema opened a drive-in theater at SM City Pampanga.
Aftermath
The initiative provided an alternative cinema format during a period when indoor entertainment venues faced restrictions.
2001
Expand into ChinaStrategyBackground
After establishing a substantial Philippine mall operation, SM pursued an international presence in Fujian.
Action taken
SM opened SM City Xiamen, its first mall outside the Philippines.
Aftermath
China became the brand's second operating market.
1985
Adopt the supermall formatStrategyBackground
The retail business had expanded from footwear into department-store, supermarket, and home-appliance operations.
Action taken
SM opened SM North EDSA and developed the integrated mall model combining multiple retail and service categories.
Aftermath
The supermall format became the central platform for the brand's Philippine and international expansion.
Recent events
- Unconfirmed
Reported
SM Supermalls launches virtual ChristmaSaya Village[3]
SM Supermalls launched the virtual ChristmaSaya Village, an online shopping and entertainment experience where participants can create avatars, interact with others and explore virtual Christmas zones. The experience is available from November 22 to December 25.
Reported
TikTok and SM Supermalls launch Mega TikTok Stage[4]
TikTok partnered with SM Supermalls to launch the #MegaTikTokStage, an interactive offline stage at SM Megamall for shoppers to create TikTok videos.
Reported
SM Supermalls partners with local governments for vaccination centers[5]
SM Supermalls partnered with local government units in the Philippines to provide mall venues for COVID-19 vaccination programs.
Reported
SM launches #SafeHandsAtSM handwashing campaign[6]
SM CARES, in partnership with Procter & Gamble and Safeguard, launched the #SafeHandsAtSM campaign to promote handwashing and Safeguard’s five-step handwashing method. Safeguard liquid hand soap was made available in restrooms across SM malls in the Philippines.
Reported
SM Supermalls launches nationwide Father's Day TikTok dance challenge[7]
SM Supermalls launched the #DadsDayWithSM nationwide TikTok dance challenge in partnership with TikTok, inviting children and fathers to participate.
Reported
Visa launches Tokyo 2020 Olympic campaign in the Philippines[8]
Visa's Tokyo 2020 Olympic campaign in the Philippines began on November 11 and was scheduled to run through February 15, 2020. Eligible Visa cardholders could participate by spending at least PHP3,000 at seven participating SM supermalls; prizes included trips to Tokyo and Olympic merchandise.
- Unconfirmed
Reported
SM Supermalls wins four Dragons of Asia awards[9]
SM Supermalls received four awards at the 2019 Dragons of Asia Awards for its Playdate Project, Bulacan Arts Fest and E-lluminart campaigns.
Sources10 sources
- 1SM Supermallsen.wikipedia.org
- 2SM Supermalls official websitesmsupermalls.com
- 3SM Supermalls推出虚拟ChristmaSaya Villagerappler.com
- 4TikTok与SM Supermalls推出Mega TikTok Stagetechnology.inquirer.net
- 5SM Supermalls与地方政府合作设立疫苗接种中心rappler.com
- 6SM推出#SafeHandsAtSM洗手宣传活动sunstar.com.ph
- 7SM Supermalls发起全国父亲节TikTok舞蹈挑战manilatimes.net
- 8Visa在菲律宾推出东京2020奥运会营销活动gadgetsmagazine.com.ph
- 9SM Supermalls获得四项Dragons of Asia奖项punto.com.ph
- 10SM wins at the World Branding Awards in Londonmanilatimes.net
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