SM Supermalls begins 100 Days of Happiness

SM Supermalls begins 100 Days of Happiness

Officially starts the Christmas countdown by creating a circle of happiness among Filipinos

The 100 Days of Happiness initiative by SM Supermalls, which aims to build a circle of happiness with 76 participating malls, customers, artists, cause-oriented groups, and certain local government units, was launched on September 16 to start the countdown to Christmas.

“We want to create a circle of happiness in all our SM malls by featuring products of cause-oriented programs which we will offer to our shoppers who, in turn, give them to friends and family, and ultimately, benefit the communities that created these products,” said SM Supermalls President Steven T. Tan.

Through the campaign, SM Supermalls urges Filipinos to back the causes of people and groups that give their communities opportunity and a means of assistance. For its Vote to Tote campaign this year, SM collaborated with the Girl Scouts of the Philippines (GSP), Spark PH, the Association of Foot and Mouth Artists of the Philippines, UNICEF, and the Quezon City LGU.

SM Supermalls President Steven Tan and SVP for Marketing Joaquin San Agustin, Quezon City Mayor Joy Belmonte, Vice Mayor Gian Sotto, and select city councilors, Spark PH Founder Mica Teves, GSP President Dr. Nina Lim-Yuson, fashion designer Zarah Juan, and Brownies Unlimited Marketing head Dustin Ngo all attended the event at SM North EDSA The Block.

Equipping young girls to lead and build the future, one box of brownies at a time

Together with nine other SM malls, SM Megamall is working on this year’s 100 Days campaign with Brownies Unlimited and the Girl Scouts of the Philippines. One girl will be sponsored with a GSP membership for a year for every unique GSP-themed box of brownies that is purchased in-store or online through the SM Malls Online App.

“We have a lot of young girls across the country and they’ve had such difficult times during the pandemic. Our membership dropped significantly. By buying a box, you can sponsor a girl for one year and she can learn so many things like being independent, loving her country more, and helping her community,” said GSP President Nina Lim-Yuson.

Recently, SM Supermalls assisted the GSP in immunizing each of its 70,000 participants nationally. The GSP members now have easy access to COVID-19 vaccinations, thanks to SM Supermalls, who also made sure they have access to high-quality medical care.

Customers of SM can purchase a box of brownies from the SM Malls Online App and any of the 46 Brownies Unlimited locations countrywide.

Giving marginalized women and persons deprived of liberty hope for the future

In addition to the GSP relationship, SM Supermalls also collaborated with Spark PH, Zarah Juan, the local government of Quezon City, and Spark to sell upcycled tarpaulin tote bags produced by disadvantaged women and female prisoners.

“Christmas is all about giving. We are very happy that this year, the communities of Quezon City are included as beneficiaries in this program. And apart from helping the women in our communities, we are also able to help the environment by upcycling 70 tons of election tarpaulins that we’ve collected.” said Mayor Belmonte.

Juan, the designer, was the brainchild of the upcycling initiative. “During the elections, there were tons of election campaign wastes. I wanted to do something and I thought I have my platform– my designs. If my designs can actually solve this problem, then it’s worthwhile. Then I pitched the idea to Maica Teves, the founder of Spark PH. From there, we gathered all the help we can– from the Quezon City LGU who will help us collect tarpaulins, the women communities that can help us create, and SM Supermalls who can provide us the platform to distribute.”

A Happiness Walk was done to showcase the upcycled tote bags that shoppers can buy in SM malls. Joining the Happiness Walk were men and women of substance including select Girl Scouts members, Jeremy Lapena and Bernce Sevilla of the Downs Syndrome Association of the Phils, Mylene Abiva of WomenBiz, media celebrities Ces Oreña Drilon, and Gina Pareño among others.

The proceeds of the upcycled tote bags will be given to the women PDLs in Camp Karingal, and the marginalized women of Barangays Sto. Cristo, Greater Lagro, and Pinyahan in Quezon City. The tote bags will be sold in the following SM malls:

  • SM Aura Premier
  • SM Southmall
  • SM City Fairview
  • SM City North EDSA
  • SM Megamall

Helping a community of artists 

And in the south of Metro Manila, the SM Mall of Asia family will be partnering with the Association of Foot and Mouth Artists in selling painted Christmas cards to the shoppers.

“All these and more will start to unfold in the coming days as we continue spreading happiness across all SM malls around the country. Let us not waste our next 100 days and use it to make one another happy by giving. Today, let the countdown begin to a hundred days of happiness!” Tan closed.

This is the second time SM Supermalls has started a holiday countdown campaign. In 2021, the biggest mall network in the Philippines showed the world more than a hundred ways of giving through 100 Days of Caring. Underserved communities surrounding the 76 SM malls were provided with their urgent needs through in-kind and monetary donations by the malls, its various business units, and the employees. 

For the list of all partner institutions and their beneficiaries visit and follow @smsupermalls on all social media accounts.


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