SM Supermalls Empowers Gen Z and Millennial Entrepreneurs Across the Philippines

Radyo Bogaz | SM Investments Corporation is stepping up its commitment to support young Filipino entrepreneurs, with over 100,000 MSMEs now thriving within its ecosystem. Announced on July 29, 2025, in Pasay City, this initiative aims to fuel the next generation of business owners—especially Gen Z and Millennials—by offering access to marketplaces, funding, and real-world business exposure.

What’s New?
SM is turning its malls into launchpads for new-age entrepreneurs, with nearly 70% of its tenants now made up of micro, small, and medium enterprises (MSMEs). Many of these are young creatives, digital natives, and first-time business owners transitioning from online hustles to physical retail. By offering accessible leasing options, hands-on support, and event-based platforms like the Viyline MSME Caravan and Art Market, SM is creating high-traffic stages where young Filipinos can grow their ideas into real businesses.

“We’re witnessing a surge in interest from Gen Z and Millennial entrepreneurs who are eager to connect with customers beyond the digital world,” said Joaquin L. San Agustin, EVP for Marketing at SM Supermalls. “They’re bringing new energy, new experiences, and real innovation to our spaces. SM wants to be the place where their dreams find their first big break.”

Fueling Passion Projects Into Real Ventures
Take Hannah Garcia, for example—a 28-year-old founder who turned her love for jewelry into Pamanna, a proudly local brand now stocked in Kultura. SM’s specialty retail chain supports around 15 to 20 young partner-suppliers like Garcia, who share both passion and purpose.

According to Sheila Tan, Senior Assistant VP for Kultura Operations, the company looks for partners who understand local markets, can evolve with demand, and align with SM’s vision of sustainability and cultural pride. “It’s not just about selling products,” she said. “It’s about finding people who are in it for the long run—those who want to grow with us.”

A Platform for Filipino Innovation
SM’s MSME-focused programs extend beyond just shelf space. Through pop-up fairs, online applications, and community campaigns, the group is creating low-barrier entry points for aspiring business owners across the country. From specialty food and fashion to arts and crafts, the next wave of Filipino businesses is getting real-world validation—fueled by face-to-face customer interaction and mentorship from seasoned retailers.

These efforts reflect SM’s vision of inclusive growth, proving that even in massive malls, small businesses can flourish.

About the Company
SM Investments Corporation is one of the Philippines’ most influential conglomerates, with dominant holdings in retail, banking, and real estate. Its retail network is the country’s largest, including grocery chains, department stores, and niche outlets. SM Prime Holdings, its property arm, is the Philippines’ biggest integrated property developer. The company also holds stakes in major financial institutions like BDO Unibank and China Bank. Learn more at www.sminvestments.com.

Source: PR Newswire