In SM malls across the Philippines, something exciting is quietly unfolding. Behind curated pop-up booths and design-forward displays, a new generation of Filipino entrepreneurs is reshaping the retail landscape—one handcrafted piece, one brave leap at a time.
Most of them are Gen Zs and Millennials. Many began online. Some joined weekend bazaars with a few samples and a lot of hope. Now, backed by SM’s MSME programs, they’re scaling up—transforming small ideas into real businesses and proving that Filipino retail has a bright, youthful future.
A Fresh Take on Retail
Today, nearly 70% of tenants in SM Supermalls are MSMEs. And within that vibrant mix are young, first-time founders—creatives, designers, and self-starters building brands with both intention and edge.
“We’ve seen a rising presence of Gen Z and Millennial entrepreneurs across our MSME programs,” said Joaquin L. San Agustin, EVP for Marketing, SM Supermalls. “They turn booths into brand experiences. They’re not just selling—they’re connecting.”
Many discover the opportunity through the SM MSME portal, or by joining events like the Viyline MSME Caravan, Artisan Souk, and The Art Market. These fairs have become proving grounds—where online brands meet real-world traction, and weekend hustles become full-time commitments.
“Their energy breathes new life into our malls,” San Agustin added. “You can feel the difference.”
Kultura’s Platform for Purpose
At Kultura, SM’s brand for all things proudly local, this generational shift is crystal clear.
Take Hannah Garcia, founder of Pamanna Jewelry. She was 28 when she launched the brand, a personal tribute to Filipino craftsmanship. What began as a passion project is now a business rooted in culture and community.
“Entrepreneurship allowed me to celebrate craftsmanship in a way that feels personal and impactful,” Garcia shared.
She’s now one of Kultura’s 15–20 Millennial and Gen Z partner-suppliers—a growing circle of creatives who bring both trend-awareness and cultural grounding to the table.
Sheila Tan, Senior AVP for Operations at Kultura, shared, “We look for suppliers who understand the market, align with our values, and want to grow with us. Young entrepreneurs are fast, creative, and open to collaboration.”
One of them is Stella Miranda, who launched Lily Jewelry at 25. Her goal? A down-to-earth jewelry brand that felt personal yet distinct. When Kultura tapped her for the Filipino Design Studio, she didn’t hesitate.
“Kultura gave us visibility in high-traffic spaces and promoted us through events and social media,” Miranda said. “It helped us connect with the right customers.”
More Than Just a Booth
What sets these young entrepreneurs apart isn’t just their age—it’s how they rethink retail.
Pop-ups become storytelling spaces. Packaging becomes part of the brand. Customer interactions feel curated and intentional.
For this generation, every touchpoint matters. It’s not just about products—it’s about meaning.
And with SM and Kultura offering a platform, these founders are scaling with purpose and authenticity.
“These aren’t side hustles anymore,” said San Agustin. “They’re businesses built to last.”
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Know a local brand rewriting the rules of retail? Tag us @simpol.ph or message us — we’d love to feature them.
