SM Supermalls Launches 12-Week Christmas Campaign Across 91 Malls
Last Updated on September 24, 2026 by Over Here Toronto
SM Supermalls has started its 12 Weeks of Iconic Christmas, a nationwide holiday campaign that will bring lights, parades, Santa visits, shopping events, and family programs to 91 malls across the Philippines.
The campaign began with a launch at SM Mall of Asia on September 15, 2026. Activities will continue over the next 12 weeks at SM malls in Luzon, Visayas, and Mindanao. Each mall will have its own schedule, so dates and programs may differ by location.
Singer-songwriter Angela Ken also joined the launch as SM’s new face of Christmas. She performed a new version of the company’s holiday jingle, “Celebrate Christmas at SM,” with the Philippine Philharmonic Orchestra.
Shoppers can check their nearest mall through the official SM Supermalls website as more local schedules come out.
What to Expect During SM’s 12-Week Christmas Campaign
SM says the campaign will bring several kinds of holiday programs to its malls.
The company has named four main activities so far:
- Magical Night of Lights
- Magical Drone Show
- Grand Magical Christmas Parade
- Santa Meet and Greets
Other mall programs will focus on gift shopping, dining, music, and family gatherings.
SM has not released one single schedule that lists the date of every program at all 91 malls. Each branch can hold its own activities during the 12-week run.
That means shoppers should check the official page or social channels of the SM mall they plan to visit before leaving home.
The campaign also starts well before December. That gives families several weeks to attend holiday programs without waiting for the final days before Christmas.
SM Mall of Asia Opened the Nationwide Campaign
SM Mall of Asia in Pasay served as the starting point for the 2026 campaign.
The September 15 launch introduced the program before other malls began their own Christmas activities. Angela Ken led the music portion with her version of “Celebrate Christmas at SM.” The Philippine Philharmonic Orchestra joined her for the live performance.
SM also set up a Christmas Sparkle AR activation during the launch. The feature used the MOA 360 and allowed visitors to bring a digital part of the holiday display to their phones.
Angela Ken later held a Christmas busking set inside the Mall of Asia Atrium. Shoppers gathered around the area as she performed after the main launch program.
Her role in the campaign comes during an active year for the Filipino singer-songwriter. Ken has also announced new music and her first solo concert for October.
The Campaign Covers SM Malls Across the Philippines
SM says its Christmas program will reach 91 malls during the 12-week period.
That includes locations in Metro Manila and malls across other parts of Luzon, Visayas, and Mindanao.
Not every mall will offer the same program.
A larger branch may hold a light show or parade, while another mall may focus on Santa visits, performances, sales, or smaller family events. SM has said individual locations will stage their own Christmas activities during the campaign.
This setup lets local malls choose programs for the communities they serve.
It also means a family may find different events at two SM branches during the same week.
SM Says the Campaign Builds on Family Christmas Traditions
Joaquin L. San Agustin, executive vice president for marketing at SM Supermalls, said the company wants the campaign to link older holiday habits with new activities.
“Christmas at SM has always been about bringing people together.”
San Agustin added that the company wants families and friends to have something new to look forward to during repeat mall visits.
Christmas shopping forms one part of the campaign, but the program also puts focus on time spent with family and friends.
For many shoppers, malls become busier as December gets closer. Starting the activities in September gives people more dates to choose from for photos, meals, gift buying, and family trips.
Angela Ken Gives the Campaign Its 2026 Christmas Song
Music plays a central role in this year’s launch.
SM named Angela Ken the new face of its Christmas campaign. Her version of “Celebrate Christmas at SM” serves as the main holiday song for the 2026 program.
The Philippine Philharmonic Orchestra joined her during the launch at Mall of Asia.
The program also linked the song with the larger 12-week rollout. As malls begin their local holiday events, SM can use the same music and campaign theme across different parts of the country.
P-pop group DNA also appeared during the Mall of Asia launch, according to coverage of the September 15 program.
Families Should Check Local Mall Schedules
The main detail shoppers should keep in mind is that event schedules will vary by mall.
SM has announced the campaign and its main types of activities, but it has not published one full calendar covering all 91 locations.
Families who want to see a parade, Santa visit, drone show, or light program should check the latest post from their chosen branch first.
This can also help visitors plan around busy weekends and holiday shopping days.
Mall hours may change later in the season as Christmas gets closer. Shoppers should also check current opening and closing times before making a long trip.
The SM Supermalls mall directory can help visitors find the official page for a nearby branch.
Christmas Events Will Continue Over the Next 12 Weeks
The September 15 launch marks only the start of SM’s Christmas calendar.
For the next 12 weeks, participating malls will roll out local displays, performances, shopping programs, Santa visits, and other holiday activities.
Families planning a mall trip can check their nearest SM branch now and watch for its next Christmas schedule. Since dates differ by location, checking ahead is the easiest way to catch the program you want without missing it.
