In a powerful display of national solidarity, SM Supermalls has mobilized its entire network across the Philippines to support communities devastated by Typhoon Tino in Cebu. The massive relief initiative, called "All SM Malls Unite for Cebu," represents one of the largest corporate disaster response efforts in recent Philippine history.
National Symbolism and Immediate Response
On November 13, 2025, SM malls from Luzon to Mindanao simultaneously illuminated their iconic landmarks in green, creating a visible chain of support across the archipelago. Major malls including SM Mall of Asia, SM Aura, SM Megamall, SM Seaside City Cebu, and SM Lanang participated in this symbolic gesture representing compassion and national unity.
Through its corporate social responsibility arms SM Foundation and SM Cares, the company immediately activated comprehensive disaster response protocols. The initiative reflects SM's long-standing commitment to sustainable community support and proactive disaster management throughout the Philippines.
Essential Services and Relief Distribution
Four SM malls in Cebu—SM City Cebu, SM City Consolacion, SM Seaside City Cebu, and SM J Mall—transformed into crucial safe havens for affected families. These locations provided free overnight parking, temporary shelter, and charging stations, ensuring displaced residents had access to safe spaces and could maintain communication with loved ones during critical hours.
The relief efforts scaled up significantly through the Operation Tulong Express (OPTE) Donation Drive, which distributed 8,000 Kalinga Packs to severely impacted communities in Mandaue City, Cebu City, and Consolacion. The program also extended support to SM employees who suffered substantial losses from the typhoon.
Nationwide Participation and Medical Support
To engage the broader public in recovery efforts, cash donation booths were established across all 89 SM malls nationwide. This strategic approach allowed shoppers and mallgoers throughout the Philippines to contribute directly to Cebu's recovery programs under the Operation Tulong Express framework.
Medical needs received urgent attention with the deployment of the SM Mobile Clinic to hard-hit areas. The mobile medical unit delivered essential healthcare services to communities where local medical facilities were compromised by typhoon damage.
Honoring Frontline Heroes
During the Christmas Tree lighting ceremony at SM City Cebu, the company paid special tribute to the province's brave first responders who served as beacons of hope during both the recent earthquake and Typhoon Tino. More than 200 Bundles of Hope were presented to representatives of the Cebu City Disaster Risk Reduction and Management Office (CCDRRMO), BFP Mabolo, PNP Mabolo, and Barangay Mabolo BRRMO and Welfare Workers.
This gesture celebrated the compassion, courage, and unwavering commitment of emergency personnel who worked tirelessly to help communities rise again amid consecutive disasters.
These unified initiatives demonstrate SM's enduring dedication to compassionate, responsive, and community-centered service throughout the Philippines. In partnership with local government units and various organizations, SM Supermalls continues to stand with Cebu as the province rebuilds and moves forward stronger together.
