This article was originally published in the Brand Finance Philippines 50 Report 2026.
Ranked as the Philippines’ strongest brand in 2026, SM Supermalls continues to perform strongly access key measures of brand strength, supported by its nationwide footprint and high levels of consumer engagement. In an interview with Brand Finance, Steve Tan, President of SM Supermalls, discusses the principles behind building an enduring Filipino brand, the opportunities presented by growth beyond Metro Manila, and how digital innovation is enhancing the in-mall customer experience.
President,
SM Supermalls
SM Supermalls continues to be the Philippines’ strongest brand, shaping the country’s retail landscape over the decades. What are some of the important lessons SM Supermalls has learned about building a strong and enduring Filipino brand?
One of the biggest lessons we’ve learned is that a strong brand is built on trust and on staying deeply connected to people’s everyday lives. For many Filipinos, malls are not just places to shop they are spaces where families gather, celebrate milestones, dine, relax, and connect with their communities.
Because of this, we have always focused on making our malls relevant, accessible, and welcoming to all. As lifestyles and consumer habits continue to evolve, we consistently adapt our offerings while staying grounded in what matters most to our customers.
We’ve learned the importance of listening closely to our shoppers, tenants, and communities, as this helps us better understand and respond to their needs. We continue to innovate based on this feedback, ensuring we remain relevant and meaningful across generations. This ability to evolve while staying true to our core purpose is what has kept SM trusted and closely connected to the communities we serve.
In recent years, SM Supermalls has focused on expanding beyond Metro Manila. How important are provincial cities to your long-term growth strategy, and what consumer trends are you observing in these emerging markets?
Provincial cities play a very important role in our long-term growth strategy. We continue to see strong and sustained potential outside Metro Manila, driven by growing local economies, improved infrastructure, and rising consumer spending.
What’s especially encouraging is how consumers in these areas are becoming more experience-driven. There is increasing demand for dining, entertainment, wellness, sports, and lifestyle concepts that allow families and communities to spend quality time together. At the same time, convenience, accessibility, and relevance to local needs remain critical.
Our approach is to ensure that each SM mall reflects the unique character and requirements of the community it serves. Beyond retail, we see our malls as catalysts for local development creating jobs, supporting local entrepreneurs, and providing spaces where communities can gather, grow, and thrive.
Digital integration continues to reshape retail globally. How is SM Supermalls balancing physical mall experiences with digital innovation to remain competitive in an increasingly omnichannel environment?
We see digital and physical retail as complementary, not competing forces. The mall experience remains highly valued – whether for dining, entertainment, events, or simply spending meaningful time with family and friends.
At the same time, customers today expect greater convenience, speed, and connectivity. This is why we continue to invest in digital tools and platforms that enhance the overall customer journey, from loyalty programs to more seamless online-to-offline engagement.
At the end of the day, technology should make the mall experience easier and more enjoyable, while the human connection remains at the center of what we do. Through stronger data and operational insights, we are able to better understand and respond to customer needs, improving the overall experience across our malls.
We are always innovating and evolving to stay relevant, using digital capabilities to add convenience and value. We believe the future of retail will continue to be driven by experiences that bring communities together, supported by technology that strengthens, not replaces, the human connection.
