With younger Filipinos seeking immersive, community-driven activities, SM is reimagining malls, arenas, and even logistics platforms to deliver more than just products—they’re offering experiences.
“By listening closely to our customers, we are broadening our entertainment offerings to strengthen engagement and create long-term value across the SM ecosystem,” said Frederic C. DyBuncio, president and CEO of SM Investments.
Why it matters
The Philippines’ creative economy grew 8.7 percent in 2024, valued at ₱1.94 trillion.
Millennials and Gen Z, raised on the Internet and social media, increasingly value experiences over material goods.
Entertainment is no longer an add-on for SM — it’s a growth driver across its portfolio, from malls to banking to logistics.
A groupwide entertainment strategy
SM’s entertainment presence extends far beyond its shopping malls:
Klook Investment: Through SMIC SG Holdings, SM became the first Philippine company to invest in Asia-based travel and experiences platform Klook.
2GO Travel: Its logistics and shipping subsidiary features karaoke lounges and video arcades onboard, rare in Philippine inter-island travel.
Banking Rewards: BDO Unibank and China Bank integrate travel and lifestyle perks into customer loyalty programs.
This cross-portfolio approach ensures SM captures demand wherever Filipinos seek leisure — online, in transit, or in financial services.
Next-gen experience hubs
SM malls and venues are evolving from traditional shopping centers into multi-dimensional community hubs.
“Older generations came to SM for dining, shopping, and fun,” said Joaquin L. San Agustin, EVP for marketing at SM Supermalls.
“Today’s customers—millennials and Gen Z—value inclusivity, community, and sustainability. They’re looking for interactive experiences tailored to their tribes, whether gamers, foodies, or fandom communities.”
MOA Arena: Built for global productions, it hosts top-tier concerts and will soon be joined by a larger arena in Cebu.
SMX Convention Center: Seeing strong demand for fan meets, gaming expos, and pop culture conventions, with attendance surging since late 2023.
Community spaces: From FIFA-grade football pitches to e-sports events, SM properties are designed to pull in crowds beyond retail.
Entertainment-driven growth
The demand spike is already visible. Mike Albaña, VP and GM of SMX Convention Center, noted a “remarkable increase” in bookings, ticket sales, and weekday attendance for entertainment-driven events since 2023.
For Arnel C. Gonzales, VP for Arena Operations, the focus is on production value: “World-class venues like MOA Arena accommodate the creative demands of big events and multi-sensory experiences. We see value in constructing venues that support both entertainment and economic growth.”
Beyond entertainment: A business enabler
SM sees entertainment not just as a crowd-pleaser but as a strategic enabler:
Boosting consumer traffic across retail, food, banking, and logistics businesses.
Strengthening global partnerships with content providers.
Creating shared leisure spaces for wellness, recreation, and cultural exchange.
“Our role is to enable entertainment content to flow through our properties—giving back to stakeholders and ensuring fans always have something to look forward to,” Gonzales said.
The bottom line
With its scale, integration, and customer-first mindset, SM Investments is positioning itself as a leading player in the Philippines’ fast-growing experience economy. For younger Filipinos, SM is no longer just a place to shop—it’s a place to belong, to celebrate, and to connect. —Ed: Corrie S. Narisma
