There’s a special kind of nostalgia reserved for places that feel like chapters in our own story. For many Filipinos, SM Supermalls is exactly that – a landmark that has evolved alongside us, quietly shaping our habits, our milestones, and our sense of community. As SM celebrates its 40th year, I find myself looking back at how this mall became more than a destination. It became a constant.
I grew up in the province. Back then, a trip to Manila from Cabanatuan felt like a field trip with purpose: equal parts adventure and trip to our family doctor. SM North EDSA was one of our must-visit stops. Before Cyberzone even existed, Comic Alley was my corner of wonder. It was where pop culture felt accessible and exciting, where I first learned that interests had a home. It was where I bought my first comic book and also where I begged my mom to buy me my first Spider-Man toy.
Fast forward to the early 2000s, when we moved to Cubao. SM Cubao became our practical hub and personal comfort zone. It’s where we bought almost everything we needed—furniture for a new life chapter, school supplies, essentials for the week, and yes, even gadgets as technology became more integrated in our day-to-day. That convenience, that completeness, planted a seed: SM wasn’t just a mall but also an infrastructure for Filipino life. It met us where we were, and somehow, it was always ready for what we needed next.
Today, the story has come full circle. As a content creator for Gadget Pilipinas and One More Game, I’ve had the privilege to work with SM on different campaigns. What used to be weekend trips as a kid have turned into content collaborations that highlight how the mall has transformed with the times. I’ve even involved my kids (with their permission, of course) in some of these campaigns to invite families to tech events and fairs, to the latest devices together, and to remind people of that familiar feeling: there’s always something new to explore at SM.
What strikes me most about SM at 40 is how intentional its evolution has been. SM has tried to shift the way mallgoers feel the moment they enter. Malls are not any more spaces where you buy, but experiences to feel and ponder. Cyberzone became a tech playground for enthusiasts and everyday users alike. Quiet zones, family-friendly facilities, and inclusive spaces made the mall more welcoming. New technology is not any more the only thing that SM talks about, but new lifestyle blueprints like solar-powered rooftops, greener operations, and smarter infrastructure. And innovations like curbside pickup and digital concierge services proved that convenience can be thoughtful, not just fast.
SM also became a stage for stories for everyone across the country. Whether you remember your first blockbuster at SM Cinema, your barkada’s merienda at Foodcourt (yes, I had plenty of these when I was young), your first job interview outfit from a tenant store, or your child’s first skating lesson, these are moments stitched into the mall’s fabric. SM gave global brands a local address and gave local talent a global standard. It made world-class feel walking-distance.
But beyond the nostalgia, there’s a forward-looking pulse to SM’s 40th anniversary. The theme is clear: evolving with you. It recognizes that Filipinos are many things at once: parents and players, professionals and passion-chasers, loyalists and explorers. SM’s commitment is to keep up, and more importantly, to lead where it matters: better customer experiences, smarter mall services, safer and more inclusive environments, and community programs that go beyond transactions.
As someone who’s witnessed this evolution from my Comic Alley days to Cyberzone purchases, and from family shopping to creator partnerships, I see SM’s 40th not as a milestone of age, but of relevance. Few brands are able to say, “We’ve grown with you,” and back it up with the kind of presence and progress SM has shown: evolving formats, tech-forward events, interest-based activations, and sustained support for local communities and families.
If you’re reading this, I invite you to take a moment and remember your first SM memory. Which mall was it? Who were you with? What did you buy, watch, try, or taste for the first time? And how did that moment change as you grew older?
As for me, I’m grateful. Grateful for a mall that made Manila feel welcoming when I was young. Grateful for a place that supported my family’s needs when we were building a home. And grateful, now, to be collaborating on campaigns that invite the next generation to discover, learn, and belong.
Giancarlo Viterbo is a Filipino Technology Journalist, blogger and Editor of gadgetpilipinas.net, He is also a Geek, Dad and a Husband. He knows a lot about washing the dishes, doing some errands and following instructions from his boss on his day job. Follow him on twitter: @gianviterbo and @gadgetpilipinas.
