Young entrepreneurs are making their mark in the SM for MSMEs program—including Ala-Mangga Corner owners Wendell Zulaybar and Anna Marie Malatumbaga, who represent the next generation of business leaders.
At the heart of SM’s vast retail ecosystem lies a vibrant, ever-growing engine of progress: micro, small, and medium enterprises (MSMEs). Today, more than 100,000 MSMEs operate within the SM Group’s network — and among them, a new generation is stepping into the spotlight.
Millennials and Gen Z entrepreneurs, many still in their 20s, are boldly venturing into business — and SM is making sure they have the tools to succeed.
Pamanna Jewelry
From side hustles to storefronts: A launchpad for young dreamers
Nearly 70% of tenants in SM Supermalls are MSMEs, and many are founded by first-time business owners — creatives, digital natives, and passionate risk-takers who started online or at local bazaars. Through SM’s signature MSME programs and events — including the Viyline MSME Caravan, Artisan Fair, Souk Market, and Art Market — these young entrepreneurs are getting the chance to bring their ideas to life in high-foot-traffic locations.
“We’re seeing a real shift,” said Joaquin L. San Agustin, Executive Vice President for Marketing at SM Supermalls. “Young entrepreneurs — from former online sellers to first-time founders — are turning their ideas into real businesses. We’re proud to be the launchpad where those dreams take off.”
More than just retail space, SM provides marketing support, exposure to new audiences, and access to financing that help turn booths into brands and concepts into companies.
Turning passion into purpose: Kultura’s homegrown talents
Kultura, one of SM’s homegrown retail brands, has become a platform for locally made, handcrafted pieces — many created by young, passionate founders.
For Hannah Garcia, founder of Pamanna Jewelry, the chance to work with Kultura fulfilled a long-time dream. She began her business at 28, inspired by early exposure to craftsmanship and retail. “Entrepreneurship gave me a way to honor Filipino artistry in a modern, meaningful way,” she said. “Kultura helped bring that vision to life.”
Kultura currently partners with 15 to 20 Gen Z and Millennial suppliers, chosen for their creativity, innovation, and alignment with the brand’s values.
“Young entrepreneurs bring a lot of energy. They know what’s trending and how to turn inspiration into products,” said Sheila Tan, Senior Assistant Vice President for Operations at Kultura.
Lily Jewelry
Among those rising stars is Stella Miranda, founder of Lily Jewelry. She started her business at 25 with a clear vision — to build a down-to-earth jewelry brand offering one-of-a-kind pieces. When invited to participate in Kultura’s Filipino Design Studio, she saw the opportunity as a natural fit. “They’ve stayed true to their core values of supporting local businesses and giving young creators a real platform,” she said.
With help from Kultura, Lily Jewelry has found its audience in SM stores, boosted by strategic in-store placement and support through events and social media campaigns.
Fueling growth through financial support
Beyond mall space and mentorship, SM also helps power young businesses through financial tools provided by BDO, its banking arm. In 2024, BDO saw a sharp increase in younger borrowers — with Millennials making up 49% of multipurpose loan clients and Gen Zs accounting for a growing 1%.
One example is Christian Guerrero, founder of Ground-Up, a construction solutions firm catering to multinational and local companies. He began exploring entrepreneurship in college and launched his company at 24. With support from BDO’s Ready Check facility — a revolving credit line — he’s been able to scale faster and take on bigger clients.
“Our Ready Check credit line gave us the flexibility to grow,” Guerrero shared. “It’s helped us become more competitive and confident in handling larger projects.”
BDO sees these emerging entrepreneurs as essential to the country’s future. “They have the potential to become the next wave of economic drivers. Supporting them means investing in a resilient, thriving SME sector.”
This vision echoes that of the entire SM Group: that backing MSMEs — especially those led by youth — is key to building a stronger, more inclusive economy.
A future built on shared success
Whether it’s transforming weekend stalls into permanent storefronts, turning hobbies into full-scale businesses, or helping startups land their first big contracts, the SM Group is empowering a new breed of entrepreneurs to take the reins.
For SM, it’s not just about creating opportunities. It’s about building a future where innovation, inclusivity, and Filipino talent drive the nation forward.
