Village Connect
SM Investments Corporation (SM Investments), parent of the SM group, is reshaping its business ecosystem to capture the rising demand for experiences among younger Filipino consumers. Recognizing that millennials and Gen Z now prioritize inclusivity, interactivity, and community over purely transactional shopping, SM is integrating entertainment into nearly every corner of its portfolio.
“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, SM Investments President and CEO.
with the IMAX® with Laser.
Beyond Malls and Movies
SM’s approach to entertainment extends far beyond cinemas and mall events. The conglomerate was the first Philippine company to invest in Klook, Asia’s travel and experiences platform, through SMIC SG Holdings. Even its logistics arm, 2GO, features karaoke lounges and arcades onboard its vessels, bringing leisure to inter-island travel.
Financial arms BDO and China Bank also weave lifestyle and travel perks into customer rewards. This diverse footprint positions SM to tap the country’s ₱1.94-trillion creative economy, which expanded by 8.7% in 2024.
Experience Hubs for a New Generation
SM’s malls, arenas, and convention centers are being transformed into lifestyle playgrounds. “Today’s consumers—especially millennials and Gen Z—value experiences, inclusivity, and community involvement,” said Joaquin L. San Agustin, EVP for Marketing at SM Supermalls. He noted that events now focus on “tribes” such as gamers, geeks, foodies, and fandoms, who seek more interactive and personalized experiences.
The Mall of Asia (MOA) Arena remains the country’s benchmark for large-scale global productions and will soon be joined by a new arena in Cebu to meet regional demand. “Production value is much better at the MOA Arena because we can accommodate the creative demands of top-tier acts,” explained Arnel C. Gonzales, VP for Arena Operations. Meanwhile, SMX Convention Center has seen a surge in bookings for fan meets, gaming expos, and pop culture conventions since late 2023, with weekday crowds growing steadily.
Entertainment as a Growth Driver
For SM, entertainment is more than attraction—it’s a business enabler. Events fuel traffic across its retail and hospitality network, strengthen partnerships with international content providers, and foster wellness and leisure spaces like the FIFA-grade football pitch at MOA Sky. “Our role is to be the enabler of entertainment content that flows through our properties,” Gonzales said.
With its scale, integration, and customer-first strategy, SM is positioning itself at the forefront of the Philippines’ booming experience economy—where commerce, culture, and community converge.
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