Malling is more fun in the Philippines

Filipinos are known for their warm hospitality, resilience, positive outlook, and their commitment in staying true to their cultural identity. The way Filipinos celebrate their distinct traditions is embedded into every generation; but what is it about the Filipino culture that makes it so inherently innovative, diverse and unique?

SM Supermalls celebrate Filipino ingenuity as it partners with the Department of Tourism (DOT) with the launch of Malling is More Fun in the Philippines campaign last May 17 at the Mega Fashion Hall. In over 70 SM Supermalls nationwide, the campaign lets mallgoers enjoy a series of activities that features Filipino culture at its finest:

The many different tastes of Filipino delicacies

The Philippines may be divided into different regions, but its people are united by their impeccable taste in food. From savory to sweet, the Philippines has a lot to offer.

The first leg of SM’s campaign is to present different Filipino food favorites through culinary demos along with chefs and special celebrity guests. Local dishes and delicacies will be made available in SM’s Regional Food Fairs. Participating restaurants will also be giving away Exclusive Dining Deals and aspiring local chefs will display their culinary prowess at the SM Supermarket Chefs Showdown.

 

The artistic eye of Filipinos for detailed craftsmanship

Filipinos, especially direct descendants of the masters of specific crafts still practice the tradition of manual labor to keep the indigenous culture alive. As the retail industry booms, Filipino business owners make it their job to bring local goods back into the mainstream market. Indigenous fabrics, textiles, and materials such as bamboo, rattan, abaca and pineapple fiber are seeing an emergence in mainstream fashion; with contemporary designs being used to produce bags, clothes, and accessories.

A showcase of Filipino artistry will be on display at SM as the campaign continues to roll out.

 

Strengthening the familial bond

For many Pinoy familes, malls have served as the ultimate bonding destination.

“Malls have become the modern day plaza and safe community spaces for families and friends to share moments together through shopping, dining, and fun experiences. SM’s partnership with Department of Tourism celebrates the best of the Philippines through a range of fun fairs and fiestas,” said Steven Tan, SM Supermalls COO.

 

The first leg of events will be experienced in the following SM Malls: North EDSA, Megamall, Mall of Asia, Southmall, Fairview, Manila, East Ortigas, Masinag, BF Paranaque, Baguio, Rosales, Cauayan, Cabanatuan, Pampanga, Clark, Telebastagan, San Fernando, Baliwag, Marilao, Molino, Trece Martires, Santa Rosa, Batangas, Legazpi, Cebu, Seaside City Cebu, Iloilo, Bacolod, Puerto Princesa, Lanang Premier, General Santos, and CDO Downtown Premier.

 

SM Supermalls and the Department of Tourism aim to open doors for an even greater shopping experience for Filipinos. To know more about the campaign, visit https://smsupermalls.com

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In the cover photo: Jollibee’s Brand Chief Marketing Officer Francis Flores, SM Supermarket President Joey Mendoza, DOT ASec Verna Buensuceso, DOT ASec Howie Uyking, Mandaluyong Mayor Menchie Abalos, DOT Secretary Berna Romulo-Puyat, Mandaluyong Councilor Charisse Abalos-Vargas, 2016 Asia’s Best Female Chef Margarita Fores, SM Supermalls COO Steven Tan and AVP for Operations Ian Mathay, DOT-NCR Officer-in-Charge Catherine Agustin, and SM Supermalls SVP for Marketing Jonjon San Agustin