This article was originally published in the Brand Finance ASEAN 500 2025 report
SM Supermalls has been named the strongest retail brand from ASEAN and the strongest brand in the Philippines by Brand Finance in 2025, a testament to its enduring legacy as a central part of Filipino life. For decades, SM Supermalls has gone beyond being just a shopping destination, becoming a shared space where communities gather, celebrate and create memories.
In this spotlight interview, Joaquin L. San Agustin, Executive Vice President of Marketing at SM Supermalls, shares how the brand continues to evolve while staying true to its roots, from deepening emotional connections with customers and expanding its footprint across borders to driving digital transformation and embedding sustainability into every aspect of its operations.
Interview with Joaquin L. San Agustin
Executive Vice President
of Marketing,
SM Supermalls
Brand Finance has named SM Supermalls the strongest brand in the Philippines. As a brand that has been an integral part of Filipino life for decades, how does SM Supermalls continue to spark excitement, avoid stagnation, and foster deeper emotional connections with its customers?
SM Supermalls has always been about more than shopping. We strive to be part of life’s key milestones, big and small, and to celebrate alongside our mallgoers.
What keeps us strong is our ability to listen and evolve with every generation. In 2024, our malls welcomed an average of more than 4.5 million visitors daily, showing that Filipinos continue to choose us as their preferred gathering place, their “third space”. As we enter a bold new era, we remain committed to creating experiences that go beyond retail, weaving inclusivity, sustainability, and care for the environment into everything we do. Through seasonal celebrations such as Summer and Christmas, as well as the introduction of fresh retail concepts, and collaborations with both global and local partners, we spark excitement while preserving the warmth and familiarity that make our malls feel like home.
SM Supermalls is making significant strides in expanding its local and international footprint. What are the key moments in this journey, and how do you ensure successful market adaptation while maintaining your brand's core values?
SM Supermalls’ expansions are anchored on extending its presence to more communities while reinforcing our brand values. This year, we opened our two
new malls in the North Luzon region, with further developments already underway. We are also reimagining our established malls, adding innovative iconic landmarks that continue to serve as anchors for communities. We are also establishing a new
category of shopping centres through flagship malls and integrated estates that offer a wider range of shopping, dining, entertainment, and lifestyle experiences.
Internationally, our presence in China reinforces that our brand resonates beyond borders, with thoughtful adaptation to local cultures. Whether at home or abroad, we remain true to the same values of family, accessibility, and service, ensuring
every step of our growth is both relevant and meaningful.
How is digital transformation influencing your operations and customer engagement strategies? What capabilities do you believe will be most impactful for SM Supermalls and the broader retail industry moving forward?
Digitalisation is not replacing the mall experience; it’s enriching it. Our SM Malls Online app has become a bridge between the physical and digital touchpoints, providing customers with access to exclusive deals, event registration and our tenant directories.
Upcoming features will deliver personalised recommendations tailored to community profiles, deepening relevance and convenience. Looking ahead, the integration of AI and omnichannel retail will be game changers, allowing us to blend
personalisation, convenience, and discovery in ways only SM Supermalls can deliver.
How does SM Supermalls prioritise sustainability, and how do you envision its role in the future of the company?
Sustainability is at the core of SM Supermalls’ long-term strategy, shaping both our brand promise and development roadmap. At present,48 of our malls operate with solar power, generating clean energy equivalent to removing thousands of cars from the road.
Over 69 malls are equipped with EV charging stations, while water recycling initiatives processed more than 5 million cubic meters in 2024 alone. These measures reflect not only environmental responsibility but also our commitment to building
resilient malls that serve communities while safeguarding future generations.
