Pasay City, Philippines — Walk through any SM mall and you’ll find more than just your go-to brands—you’ll also discover stories of grit, passion, and Filipino creativity. Behind many of the stalls, shops, and pop-ups are young entrepreneurs—dreamers from Gen Z and Millennial generations—who’ve turned ideas into growing businesses, thanks in part to SM’s continued support of micro, small, and medium enterprises (MSMEs).
Today, SM is home to the largest MSME community in the country, supporting over 100,000 local businesses, many of which are now being run by a new wave of young Filipino changemakers. From former online sellers and side hustlers to first-time brand owners, these entrepreneurs are getting the boost they need through SM’s inclusive marketplace.
“We’ve seen more and more Gen Z and Millennial entrepreneurs joining our tenant community,” said Joaquin San Agustin, Executive Vice President for Marketing at SM Supermalls. “They’re creative, fearless, and eager to connect with people. A lot of them started online and are now seeing the value of face-to-face engagement. SM is here to be the launchpad for those dreams.”
Nearly 70% of SM Supermalls’ tenants are MSMEs. Through open applications on their MSME portal and events like the Viyline MSME Caravan, Artisan, Souk Fair, and Art Market, more and more young founders are stepping into retail spaces and learning the ropes of running physical stores.
San Agustin added, “It’s refreshing to work with them. Their ideas are bold, their designs are fresh, and they bring new energy to our malls. You’ll see booths that feel like mini experiences, and businesses that were once side gigs now turning into full-time ventures.”
This kind of nurturing environment is echoed by Kultura, one of SM’s retail concepts that focuses on proudly Filipino brands. For Hannah Garcia, founder of Pamanna Jewelry, getting her pieces into Kultura was a dream come true. What began as a passion project inspired by Filipino craftsmanship is now a recognized local brand carried by Kultura.
Kultura works with 15 to 20 young partner-suppliers, handpicked not just for their products, but also for their potential to grow and share the same values. “We look at how well they understand the market, their creative direction, and how aligned they are with our belief in quality and culture,” said Sheila Tan, Senior Assistant Vice President for Operations at Kultura.
Hannah shared, “Kultura gave me the space to celebrate Filipino craftsmanship in a way that felt deeply personal but also impactful. We both believe in story-driven creations and supporting local artisans.”
Stella Miranda, founder of Lily Jewelry, was only 25 when she ventured into the jewelry scene. “Looking back, I was pretty fearless. I had a clear vision: to create one-of-a-kind designs that felt approachable and authentic,” she recalled. Last year, when Kultura tapped her for its Filipino Design Studio, it became a meaningful venue to debut their new collections. “They’ve given us visibility—not just space in their stores, but a platform that celebrates who we are as local entrepreneurs.”
Behind these inspiring retail stories is a financial engine quietly working to support their growth: BDO. The SM-owned bank has seen a steady increase in younger entrepreneurs applying for Multipurpose Loans, with Millennials making up nearly half of all clients under the program.
One of them is Christian Guerrero, founder of Ground-Up, a construction company that caters to both local and global clients. Starting his journey at 24, Christian has used BDO’s Ready Check facility—a credit line under the Multipurpose Loan—to confidently take on bigger projects. “It helped us move faster and negotiate better. We’re now chasing larger leads with more confidence,” he said.
For BDO, this is exactly the kind of momentum they want to fuel. “These young business owners have so much potential. Supporting them is an investment not just in their future, but in the country’s,” a representative from BDO’s Consumer Banking Group shared.
From mall walkways to boardrooms, SM’s message is clear: the future of Filipino business is young, bold, and brimming with possibility. And with the right support, that future is already unfolding.
