Today, SM supports more than 100,000 micro, small, and medium enterprises (MSMEs)—one of the largest such communities in the country. A growing number of these are led by young entrepreneurs—Gen Zs (ages 13 to 28) and Millennials (ages 29 to 44)—who bring fresh energy, innovation, and bold ideas to the business landscape.
Where startups take root“Many of these entrepreneurs are first-timers—creatives, side hustlers, and former online sellers—who now see the value of connecting with customers face-to-face,” said Joaquin L. San Agustin, executive vice president for marketing at SM Supermalls.
“SM is here to be the launchpad and marketplace of their dreams.”About 70 percent of tenants in SM Supermalls are MSMEs.
Through platforms such as the MSME online portal, the Viyline MSME Caravan, Souk Fair, and Artisan and Art Markets, SM helps young entrepreneurs gain exposure, foot traffic, and opportunities to grow.
“We’ve seen firsthand how their energy and innovation breathe new life into our malls,” San Agustin added. “They’re turning booths into brand experiences and small dreams into real businesses.”
Creative visions find space to grow
One of those dreamers is Hannah Garcia, founder of Pamanna Jewelry, who began her business at age 28, inspired by her early exposure to retail and Filipino craftsmanship. Her brand eventually found a home at Kultura, SM’s proudly Filipino retail concept.
“Entrepreneurship allowed me to celebrate Filipino craftsmanship in a way that feels both personal and impactful,” said Garcia. “Kultura values story-driven creations and empowering local makers—values I also hold close.”
Kultura works with 15 to 20 young entrepreneurs like Garcia, offering shelf space, visibility, and branding opportunities. According to Sheila Tan, senior assistant vice president for operations at Kultura, the brand selects partners who understand market demands and show willingness to grow.
“Gen Z and Millennial entrepreneurs bring creativity and trend awareness that help with product development,” she said.
Stella Miranda, founder of Lily Jewelry, launched her brand at 25 to provide unique, approachable pieces for young customers. After years of selling independently, she joined Kultura’s Filipino Design Studio, calling it “the perfect place to showcase our new designs.”
Miranda said Kultura has supported her brand by providing prime retail space and promotion through events and social media.
“They’ve stayed true to their mission of supporting local businesses and spotlighting young entrepreneurs,” she added.
Financing bold ideas
SM’s support for youth-led ventures extends beyond retail through BDO, its banking arm. In 2024, BDO reported that Millennials made up 49 percent of clients availing of its multipurpose loan program, with Gen Z entrepreneurs making up another 1 percent—a figure expected to rise.
Among them is Christian Guerrero, founder of Ground-Up, a construction solutions firm offering design-and-build services for corporate clients. Starting his journey at 24, Guerrero accessed BDO’s Ready Check facility, a credit line under its multipurpose loan, to scale his operations.
“Our Ready Check facility significantly improved our operational flexibility,” he said. “It has boosted our confidence in taking on larger projects and negotiating better with clients.”
A BDO representative said the bank sees young entrepreneurs as key drivers of future economic growth. “By investing in them now, we’re helping build a resilient and dynamic SME landscape for the years ahead.”
Building a shared future
With strong institutional support from SM and BDO, the country’s next generation of entrepreneurs is gaining traction. From retail visibility to access to capital, SM’s inclusive approach is helping Gen Z and Millennial business owners grow with confidence. —Ed: Corrie S. Narisma
