The festive spirit of Sinulog is taking over Cebu's major shopping centers as the AweSM Cebu 2026 campaign officially kicks off. This annual signature event by SM Supermalls transforms SM City Cebu, SM Seaside City Cebu, and SM J Mall into vibrant epicenters of Cebuano culture, creativity, and community celebration throughout January.
A Trio of Mall Experiences for Sinulog 2026
Each mall offers a unique flavor of the festival, catering to families, food enthusiasts, artists, and fans. The curated experiences are designed to build in energy and scale as the month progresses, turning ordinary shopping trips into a city-wide Sinulog gala.
At SM City Cebu, the atmosphere shifts into full festival mode with shopping, spectacle, and star power. Key attractions include the Sinulogtopia exhibit with Islands Souvenirs from January 3 to 28 at the Lower Ground. The visual centerpiece, GLOWCITY: Sinulog Centerpiece, illuminates the North Wing Atrium from January 8 to 21. The mall will also host the energetic AweSM Glow Dance Competition on January 17 and major star appearances like Coco Martin Live on January 17 and the Kapuso Stars Mall Show on January 18.
SM Seaside: Cebuano Flavors and Spiritual Heart
SM Seaside City Cebu anchors the celebration with deeply local and meaningful experiences. The spiritual core of the festivities is the Sto. Niño Exhibit at the Cube Wing Atrium, running from January 8 to 28 Shoppers can indulge in homegrown tastes at Nakakalokal Goes to SM Seaside from January 16 to 18 and savor the iconic AweSM Lechon Fest from January 12 to 18. The star-studded Sinulog Kapamilya Caravan arrives on January 17, while pet owners can join the AweSM Petstival on January 24. SM J Mall opens the celebration on a reflective and artistic note. The Vested in Devotion: Cebu's Fashion in Faith exhibit runs from January 9 to 31, followed by Vested Devotion: Rhythms of Cebu on January 18, and culminates in the Vested in Devotion: Runway Edition on January 31. Creative visitors can participate in AweSM Mask Painting on January 10. Shoppers can also enjoy the AweSM Cebu Sale 2026 from January 12 to 18 across all three malls. The Sinulog spectacle reaches its breathtaking climax on Sunday, January 18. The night sky will light up with two simultaneous pyrotechnic displays. SM City Cebu presents ILLUMINIGHT: Sinulog Drone & Pyro Show at 7:00 PM fronting the North Wing expansion. SM Seaside City Cebu follows with the AweSM Skypark Grand Pyro Display at 9:00 PM, offering a city-wide visual finale that celebrates devotion, creativity, and grand festivity. Launched in 2019, the AweSM Cebu campaign has become a cherished city-wide tradition. It successfully positions SM Supermalls as the ultimate destination for immersive Sinulog experiences, bringing together the colors, rhythms, and flavors of the festival under one roof for both Cebuanos and visitors.SM J Mall: Art, Devotion, and Creative Expression
A Grand Finale of Lights and Devotion
