SM Investments expands entertainment to attract younger consumers

It is transforming malls into experience hubs.

SM Investments Corporation (SMIC) is boosting its entertainment offerings across its businesses to capture the growing demand for experiences amongst millennials and Gen Z.

The company’s entertainment strategy spans malls, arenas, logistics, and banking.

SMIC SG Holdings invested in Asia-based experiences platform Klook, 2GO ships feature karaoke lounges and arcades, and BDO Unibank and China Bank offer lifestyle rewards.
This positions SM to tap the ₱1.94-trillion Philippine creative economy, which grew 8.7% in 2024.

SM is also transforming malls, convention centers, and arenas into experience hubs.

Today’s consumers increasingly prioritize inclusivity, community, and interactive experiences, turning malls into entertainment hubs for gamers, foodies, and pop culture enthusiasts, Joaquin San Agustin, EVP for marketing, SM Supermalls, said.

MOA Arena hosts global acts and will be complemented by a larger arena in Cebu. SMX Convention Center is seeing rising bookings and attendance for fan meets, gaming expos, and pop culture events.

Entertainment drives traffic, strengthens partnerships, and creates leisure spaces, like the FIFA-grade football pitch at SM MOA Sky.