Malling is More Fun in the Philippines: DOT Partners with SM to Push Shopping Tourism

Apart from the pristine beaches, picturesque mountain tops, marvelous natural wonders and interesting historical sites, malls are among the reasons why tourists enjoy their stay in the country. Malling and shopping are the key points and determining factors affecting destination choice for tourists.

As SM Supermalls continues to serve as a venue for meaningful family bonding moments where everyone can indulge in extraordinary malling experiences, Department of Tourism sealed partnership with SM to push shopping tourism with “Malling is More Fun in the Philippines” campaign. “Malls have become the modern day plaza and safe community spaces for families and friends to share moments together through shopping, dining, and fun experiences. SM’s partnership with the Department of Tourism celebrates the best of the Philippines through a range of fun fairs and fiestas,” said Steven Tan, SM Supermalls COO.

Signaling the revelry in the province of Bulacan, the campaign kick-off took place at SM City Marilao with street dance performance of Halamang Dilaw. The mall was instantly transformed into huge palette of colors as dancers clad in yellow and flower-inspired costumes march and dance to the beat of the drums. A celebration of exotic local flavors followed as Bulacan native and multi-awarded Chef Reinald Andaya shared insights on reinventing old classics with indigenous flavors. Through a live demo, Chef Andaya showed how to elevate traditional Filipino recipes with modern flavors as he deftly created Kinilaw na Hipon, Lapu-Lapu Dela Reyna and Tamales.

With food at its center, shoppers enjoyed tasting Chef Andaya’s signature dishes as well as the province’s delicacies that includes chicharon, pastillas, putong puti, putong pula, tamales, suman, atchara de Marilao, and many more. Likewise, Singkaban crafts adorned the exhibit. In SM City Baliwag, shoppers immersed in a culinary adventure as Celebrity Chef Jeremy Favia celebrates the diverse flavors and exciting fusion of Filipino cuisine through the recreation of Pancit Buko. The ingenious pancit dish that uses coconut strips instead of noodles got a little upgrade with the blend of fresh seafood, exotic spices and herbs as well as local flavors. Foodies were delighted as they indulged in gastronomic adventure and savor the popular dish, known in Laguna and Quezon Province.

Buntal Festival capped off the first leg of the campaign in SM City Baliwag. Children had fun decorating their own Buntal Hat with the Kiddie Weaving Sesh and Buntal Hat Decorating Contest. A fashion show featuring Buntal weave runway ensembles likewise amazed the audience.

With the launch of Malling is More Fun in the Philippines, SM City Marilao and SM City Baliwag hope to contribute in the growth of the province’s tourism industry.

“This is only the first of the many surprises that are set to roll out in the coming months!” shares SM City Marilao Mall Manager Engr. Emmanuel Gatmaitan. Watch out as SM Malls in Marilao, Baliwag as well as San Jose Del Monte; together with the Department of Tourism, make malling more fun in the Philippines. For more information, visit

JL Santiago Aquino

A millennial lifestyle blogger from Caloocan City who adores trying new things. ✨ Email: Follow @JayL_Aquino on Instagram, Twitter, TikTok & Facebook.

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