By John Legaspi
Sundays are always family time for Filipinos, meals are in large quantities and the best clothes are worn for Sunday masses or for a visit to lolos and lolas.
As for many Filipino families, one of the “nakahiligan na” is a trip to the mall. With the variety of shops, dining establishments, and leisure activities, malls always have something for the whole family to enjoy.
And speaking of Filipino culture, one of the iconic Sunday destinations of families is SM Supermalls. Since the late ’50s, SM Supermalls have given Filipinos their lifestyle fixes with 72 branches located all over the country, hence the saying, “We’ve got it all for you.”
Now, SM Supermalls takes a leap by partnering with the Department of Tourism for the launch of “Malling Is More Fun in The Philippines” campaign.
Apart from the white sand beaches, picturesque mountain tops, and pristine blue water formations, malls are among the key points why tourists enjoy their stay in the country.
The United Nations Tourism Organization states that shopping is now a determining factor affecting destination choice for tourists.
“Malls have become the modern-day plazas and safe community spaces for families and friends to share moments together,” said Steven Tan, COO of Supermalls. “SM’s partnership with the DOT celebrates the best of the Philippines through a range of fun fairs and fiestas.”
Last May 17, the ground floor of SM Mega Fashion Hall was dressed in all things Filipino, from the exuberant floral displays that mimic the Pahiyas Festival of Quezon to the classical mamang sorbeteros and the display of Filipino delicacies. It was also a feast of arts with the ethnic beats of the kulintang and classic OPM like “Mga Kababayan Ko” by the late rapper Francis M. and “Hataw Na” by Gary V, and kundimans for a romantic touch.
Everyone got a taste of what the Filipino kitchen has to offer with the event’s partner tenants—Barrio Fiesta Gerry’s Grill, Manilachon, Zubuchon, Frituen Batsoy, Abè, Sarsa, Goldilocks, and Jolibee. Bench, known for its loving local advocacy, had a booth full of apparels featuring local destinations photographed by Mark Nicdao and Jake Verzosa.
The event was graced by the senior VP for marketing of SM Joaquin San Agustin, Mandaluyong councilor Charisse Abalos and mayor Carmelita Abalos, culinary master Margarita Flores, NCR regional director Catherine Agustin, and DOT secretary Berna Romulo-Puyat.
“When you enter the doors of SM Supermalls, it’s like seeing the whole country before you,” said Secretary Puyat. “From great dining experience, selection of local brands to that warm hospitality, everything mirrors the Filipino culture and values.”
Mallgoers will get a chance to experience the fun in malling in the Philippines with events happening soon in the following SM mall branches: North EDSA, Megamall, Mall of Asia, Southmall, Fairview, Manila, East Ortigas, Masinag, BF Paranaque, Baguio, Rosales, Cauayan, Cabanatuan, Pampanga, Clark, Telabastagan, San Fernando, Baliwag, Marilao, Molino, Trece Martires, Sta. Rosa, Batangas, Legazpi, Cebu, Seaside City Cebu, Iloilo, Bacolod, Puerto Princesa, Lanang Premier, General Santos, and CDO Downtown Premier.