As digital marketing grows, companies turn to tangible brand experiences to strengthen relationships and loyalty

As artificial intelligence and digital platforms reshape how brands connect with their audiences, one long-standing approach continues to stand out: thoughtful corporate gifting. In an increasingly competitive and saturated market, physical, carefully selected gifts remain a highly effective tool for fostering strong and lasting brand loyalty.

In Southeast Asia, the corporate gifting industry was valued at more than $9 billion in 2025. Deloitte reports that companies across the region are increasingly prioritizing employee experience and relationship-building efforts, which is fueling greater demand for meaningful and practical branded merchandise.

In the Philippines, where relationships and personal connections are deeply embedded in business culture, corporate gifting carries even greater significance. From client appreciation and holiday campaigns to employee recognition and internal engagement, gifts serve as a tangible expression of a company’s brand values and commitment to its stakeholders.

This growing demand is reflected in the continued expansion of the Corporate Giveaways Buyers’ Show, the country’s longest-running sourcing event for gifts and premiums. Now on its 39th year, the show returns on July 1–3, 2026 at the SMX Convention Center Manila, with over 60% more exhibit space—its largest edition to date.

“Studies show that up to 80% of recipients feel more valued when they receive high-quality, thoughtful gifts,” shared World Expos & Concepts President, Raquel Romero, the show’s organizer.

“This emotional response plays a critical role in strengthening relationships—not just with customers, but also with employees and business partners,” she added.

From eco-friendly giveaways and customizable merchandise to premium gifts for top executives, the event offers a comprehensive showcase from over 100 gift suppliers offering gifting solutions aligned with today’s demand for personalization, sustainability, and practicality.

For visitors, the Corporate Giveaways Buyers’ Show provides a unique advantage: the ability to see, evaluate, and source products in person—something that remains critical even in a digital-first world.

As companies move through the AI era, the value of human connection has become even more evident. Thoughtful corporate gifts help bridge this divide, transforming simple brand touchpoints into more meaningful experiences and strengthening relationships that extend beyond digital interactions.

Admission to the Corporate Giveaways Buyers’ Show is free. Pre-registration is now open at corporategiveawaysbuyershow.com⁠.

Araw ng Kalayaan Job Fairs happening at SM Malls nationwide

Successful hired-on-the-spot (HOTS) applicants proudly pose after securing jobs during the Araw ng Kalayaan Job Fair last year.

As the nation celebrates the 128th Philippine Independence Day, SM Supermalls and the Department of Labor and Employment (DOLE) continue their long-standing partnership to bring meaningful employment opportunities closer to Filipinos.

This June 12, SM and DOLE will simultaneously mount Araw ng Kalayaan Job Fairs across 20 SM malls nationwide, bringing together employers, government agencies, and thousands of jobseekers in one of the country’s largest coordinated Independence Day hiring initiatives.

DOLE representatives join forces at the Labor Day Job Fair, helping bring employment opportunities and essential services closer to Filipino jobseekers nationwide

For decades, SM and DOLE have worked hand in hand to make jobs more accessible to communities nationwide. The strength of this partnership was evident during the Labor Day Job Fairs last May 1, when DOLE organized simultaneous job fairs in 15 SM venues, supporting more than 17,000 jobseekers and resulting in over 1,000 hired-on-the-spot (HOTS).

Job seekers participate in on-the-spot interviews with leading employers at the Labor Day Job Fairs nationwide last May 1.

The momentum continues in 2026. From January to May alone, the SM-DOLE partnership has already mounted 66 job fairs, served more than 57,000 jobseekers, which led to over 6,000 hired-on-the-spot, helping thousands of Filipinos take meaningful steps toward employment.

Jobs Today, Skills for Tomorrow

SM, DOLE, and partners cut the ribbon to open the Labor Day job fair last May

Beyond hiring, this year’s Araw ng Kalayaan Job Fairs will also feature upskilling opportunities in partnership with DICT, TESDA, Jobstreet, and industry partners. Job seekers can explore learning opportunities in AI, cybersecurity, digital marketing, data analytics, virtual assistance, and other in-demand skills designed to improve employability and prepare them for the future of work.

Real Opportunities. Real Stories.

Behind every successful job fair are stories of hope and transformation.

One hired-on-the-spot applicant shared, “Nung sinabi po sakin na Hired on the Spot po ako sobrang saya ko po. Kasi magkakaroon na po ako ng trabaho para sa anak ko.”

Another successful applicant said, “Ngayon natanggap na po ako sa Hypermarket, magiipon lang po, para ‘pag nakaipon na po pwede na po ulit makapag-aral.”

For SM Supermalls, the impact goes beyond filling vacancies. “Through our Job Fairs, we create access to jobs, skills, and brighter futures. Every applicant hired and every opportunity created reflects our commitment to helping Filipinos move forward,” SM Executive Vice President Joaquin San Agustin shared.

More Than a Job Fair

The Independence Day Job Fairs are designed as a one-stop employment hub. Beyond job opportunities, applicants can access government support services from NBI, SSS, PhilHealth, Pag-IBIG, DOLE and PESO offices, and other partner agencies, helping streamline employment requirements and make the application process faster and more convenient.

Jobseekers are encouraged to bring multiple copies of their resume, valid IDs, a ballpen, and relevant credentials. Many participating employers will conduct on-the-spot interviews and may offer immediate hiring opportunities.

Find the Nearest June 12 – Araw ng Kalayaan Job Fairs near you:

• SM Megamall
• SM City Marikina
• SM Center Sangandaan
• SM City East Ortigas
• SM City San Lazaro
• SM Center Las Piñas
• SM City Sucat
• SM City Rosales
• SM City La Union
• SM City Laoag
• SM City Tuguegarao
• SM City Bataan
• SM City Telabastagan
• SM City San Jose Del Monte
• SM City Dasmariñas
• SM City Legazpi
• SM City Bacolod
• SM Seaside City Cebu
• SM CDO Downtown Premier
• SM City Davao

More Opportunities Throughout June

The nationwide effort continues with 17 additional SM Job Fairs scheduled across the country throughout June, including special industry-focused and sector-specific hiring events.

• June 3 – SM City Tuguegarao​
• June 7 – SMX Davao – SM Lanang Premier ​(Tourism companies)
• June 9 – SM City Baliwag​ (STI job fair)
• June 9 – SM City Davao (ICT companies)​
• June 11 – SM City Valenzuela​
• June 11 – SM City Bacoor​
• June 11 – SM City San Mateo​
• June 11 – SM City Iloilo​
• June 16 – 17 – SM City Novaliches​ (QC University job fair)
• June 16 – 17 – SM City Iloilo (ICT companies)​
• June 17 – SM City Calamba​
• June 18 – SM City Bacolod​
• June 18 – SM City Daet​
• June 19 – SM City Baliwag (NU Job Fair)​
• June 25 – SM City Trece Martires​
• June 27 – SM City Bataan (Trabaho at Negosyo)​
• June 30 – SM Center Muntinlupa

Schedules and participating malls are subject to change without prior notice. For updates and the latest list of participating malls, visit the SM Supermalls Job Fair Page or follow SM Supermalls’ official social media pages.

Whether you are a fresh graduate, graduating student, first-time job seeker, career shifter, or experienced professional, there is an opportunity waiting for you.

A Continuing Partnership for Nation-Building

This Independence Day, SM and DOLE continue with their shared mission: creating opportunities, developing skills, and helping more Filipinos build better futures. More than matching jobs with talent, the partnership empowers people to support their families, strengthen their communities, and contribute to national progress. Together, SM and DOLE continue to prove that when the public and private sectors work hand in hand, opportunities grow, communities thrive, and the nation moves forward.

A day filled with hope, handshakes, and hiring.

Visit the nearest SM Job Fair this June and take the next step toward your career journey.

SM Supermalls and the Department of Energy lead the launch of the O.N.E. (Oras Natin sa Efficiency) campaign at the SM Mall of Asia Globe, promoting collective action for energy efficiency nationwide.
(L-R)
Director Patrick T. Aquino, CESO III, Energy Utilization Management Bureau (EUMB), Department of Energy, Mr. Joaquin L. San Agustin, Executive Vice President for Marketing, SM Supermalls, Assistant Secretary Mandy Romero, Department of Energy, Ms. Nicole Cordovez, Binibining Pilipinas Grand International 2016, Secretary Sharon S. Garin, Department of Energy, Honorable Imelda G. Calixto-Rubiano, Pasay City Mayor, Engr. Junias M. Eusebio, Vice President for Mall Operations, SM Supermalls, Undersecretary Mario C. Marasigan, Department of Energy, Ms. Mhicaela “Bella” Belen, and Ms. Pauline Gaston.

SM Supermalls has partnered with the Department of Energy (DOE) in launching O.N.E.: Oras Natin sa Efficiency, a nationwide campaign promoting energy efficiency by encouraging Filipinos to adopt simple but collective energy-saving practices.

The initiative was officially introduced through a symbolic switch-off ceremony at the Mall of Asia Globe, highlighting the importance of responsible energy consumption. It comes amid the country’s State of National Energy Emergency under Executive Order No. 110, s. 2026, which points to geopolitical tensions and supply disruptions as key risks to energy security.

The O.N.E. campaign, anchored on the message “One Hour, One Energy, One Nation,” encourages coordinated energy reduction as a shared national habit. For SM, this means participating in anenergy reduction window where participating properties will switch off non-essential lights and reduce unnecessary energy use.

During the ceremony, SM expressed its support for DOE’s call for energy responsibility, emphasizing that energy security is a shared concern that affects homes, businesses, communities, and the daily lives of millions of Filipinos.

Department of Energy Secretary Sharon Garin delivers the keynote message during the launch of the O.N.E. (Oras Natin sa Efficiency) campaign at SM Mall of Asia, reinforcing the call for collective action toward energy efficiency nationwide.

“At first, one hour may seem small. One switch turned off. One appliance unplugged. One light dimmed. But when many people do it together, across homes, malls, offices, and communities, that one hour becomes something bigger. It becomes a shared habit. It becomes a national effort. It becomes a reminder that each of us has a role to play in protecting our country’s energy future,” said Junias M. Eusebio, Vice President for Operations, SM Supermalls.

As part of its operational commitment, SM will assign energy officers to monitor participation and report actual energy savings to the DOE. The initiative will also include the switch-off of non-essential lights such as pylons, façade lighting, and decorative displays during the designated reduction window, supported by proper coordination and monitoring across participating properties.

Engr. Junias M. Eusebio, Vice President for Mall Operations of SM Supermalls, highlights the company’s operational commitment to energy efficiency in support of the Department of Energy’s O.N.E. (Oras Natin sa Efficiency) campaign at SM Mall of Asia.

Beyond the ceremonial switch-off, SM emphasized that the campaign is about building lasting habits. Through its nationwide network of most-loved malls, SM will continue to share DOE-provided energy efficiency tips and information materials with tenants, employees, customers, and millions of daily visitors—encouraging them to carry the practice beyond the mall and into their homes and workplaces.

“It is not just about one hour. It is about what that one hour teaches us. That energy efficiency can be practical. That sustainability can be part of everyday life. That small habits, when shared by many, can help move a nation forward,” Tan added.

Pasay City Mayor Imelda G. Calixto-Rubiano expresses support for the O.N.E. (Oras Natin sa Efficiency) campaign at SM Mall of Asia, underscoring the vital role of local government units in advancing energy efficiency and sustainability efforts.

The O.N.E. campaign is in line with SM Supermalls’ long-standing environmental efforts under SM Cares and the broader SM Green Movement, which advocate for responsible energy use, climate action, and everyday sustainable practices. SM continues to advance its sustainability agenda through energy-efficient operations, solar energy initiatives, and the expansion of EV charging facilities across its properties.

By supporting the DOE’s O.N.E. initiative, SM highlights the private sector’s role in promoting national energy responsibility, demonstrating how small, consistent collective actions can lead to meaningful impact.

Together, one hour truly makes a difference for one nation.

The mall operator continues to pioneer eco-friendly programs

SM Supermalls’ journey toward building a more sustainable and greener future dates back to the 1990s, when it installed a wastewater treatment facility at SM Southmall. This pioneering system, which reuses treated wastewater for irrigation and sanitation purposes, became the starting point of the company’s long-term commitment to environmental care and resource efficiency.

The initiative was led by Mr. Hans Sy, now Chairman of the Executive Committee of SM Prime Holdings. Beyond his role in business, he is widely recognized as an advocate for sustainability, promoting the belief that economic growth should always go hand in hand with environmental responsibility.

Mr. Sy’s groundbreaking vision has been deeply ingrained in how SM Supermalls are designed and managed. Over the years, the institution has launched industry-first programs that focus on waste management, water conservation, energy efficiency, and air quality — all of which have helped improve environmental conditions and the quality of life in surrounding communities.

SM Supermalls’ enduring commitment to sustainability was already in motion before the Securities and Exchange Commission’s mandate for publicly listed companies and large non-listed entities to submit sustainability disclosures, effective in fiscal year 2026.

Its water conservation efforts have recycled approximately 6.6 million cubic meters of wastewater — equivalent to almost 3,000 Olympic-sized swimming pools — across its malls annually. In SM Baguio specifically, over 19,000 cubic meters of rainwater have been recycled for kitchen and operational use, benefiting adjacent communities by conserving valuable water.

Moreover, its Trash To Cash Recycling Market has collected approximately 1.5 million kilograms of recyclables every year, and has continuously encouraged patrons to visit their most-loved SM Supermall to join the movement toward waste segregation. Its energy management initiatives have seamlessly woven form and function into its SkyGardens and open spaces, which provide natural ventilation and have drastically improved air quality for its patrons.

Over the last few years, the mall operator has been leading the charge towards eco-friendly power options. It currently has an estimated 200,000 solar panels on 65 hectares of rooftops across its properties. The vast energy system powers mall operations while reducing the overall carbon footprint. The initiative has equipped SM Supermalls amid pressures to seek alternative energy sources during the energy crisis.

SM Supermalls continues to grow its electric vehicle charging network in support of the transition toward more sustainable transportation. It currently operates 160 EV charging stations across its malls nationwide, with further expansion plans underway.

Looking ahead, SM Supermalls is committed to developing innovative solutions that deliver long-term benefits for future generations, building on its decades-long commitment to greener and more resilient urban spaces. Sustainability remains central to its vision, and as it expands across the country, it also strengthens its commitment to improving the well-being of surrounding communities.

Thousands of jobseekers gather at SM City Dasmariñas during the SM Retail Job Fair, opening doors to new careers and brighter opportunities for Filipinos.

SM Supermalls, together with its valued partners, successfully held the SM Group Job Fair at SM City Dasmariñas last May 27, gathering job seekers, employers, and career opportunities in one convenient and accessible venue.

The one-day hiring event saw a strong turnout of job seekers from Cavite and nearby communities, linking applicants with employment opportunities from some of the country’s well-known retail and service companies. Among the participating employers were Ace Hardware, Watsons, SM Store, SM Supermarket, SM Appliance Center, Sports Central, Toy Kingdom, Savemore, Alfamart, Goldilocks, National University, and other SM Group affiliates.

More than 1,000 job seekers attended the event, interviewing with more than 20 companies offering opportunities across retail, operations, merchandising, customer service, finance, marketing, warehouse operations, pharmacy, and management roles. More than 140 were hired on the spot (HOTS) with several hundreds more for follow-up interviews beyond the job fair. This reflects the event’s immediate impact in helping Filipinos move closer to meaningful employment.

Successful applicants celebrate their hired-on-the-spot (HOTS) moments after securing new career opportunities at the SM Retail Job Fair.

For many attendees, the event became more than just a job fair—it became an opportunity for a fresh start and a brighter future.

One hired-on-the-spot (HOTS) applicant shared how the SM Job Fair gave them renewed hope and confidence in finding meaningful work.

“Thanks, God! Kasi natanggap din naman agad ako at hindi ako nahirapan. Anong oras palang uuwi na ako kasi tanggap na ako. And this is my first time kasi umattend ng job fair. And hindi ako na disappoint kasi napaka accommodating ng staff kamo. At saka ambabait pa,” shared Marissa Orias Urbano, hired at Toy Kingdom.

Applicants line up early at the SM Retail Job Fair in search of fresh starts, meaningful work, and future opportunities.

Some successful hires plan to use their income to fund their education. Marcelo P. Magboo III who was hired at SM Appliance Center shared that he stopped his college education for almost two years because of financial problems. He participated in the SM Job Fair, “napagisip-isip ko po ngayon na, bakit hindi po ako magtrabaho para makapag-aral ulit… Masaya po (na natanggap), tumaas po yung chance na makapag-aral ako ulit. Thank you SM for giving me a chance to get a job… magkakaroon na ako ng pambayad sa sarili kong pag-aaral.”

Government and institutional partners also emphasized the importance of bringing opportunities closer to communities through accessible employment platforms.

From resumes to real opportunities—jobseekers connect directly with leading employers during the SM Retail Job Fair at SM City Dasmariñas.

Companies also shared how SM job fairs allowed them to more easily connect with talents and fill-up their vacancies. “Sobrang nakaka-overwhelm… andaming tao. Yung mga area na meron akong vacancy dito, around Dasma, Imus, and Bacoor… super happy kasi na filled-in na. So, may mga na hired on the spot kami. Thank you so much SM Dasmariñas. Sana marami pang job fair,” shared Daniela Capistrano, Talent Acquisition Officer from Goldilocks Bakeshop Inc.

Initiatives like the SM Job Fairs help bridge jobseekers to immediate employment opportunities while making the process more accessible and community-based. Meanwhile, DICT highlighted the importance of digital readiness and future-ready learning as part of today’s evolving workforce landscape through their booths.

The initiative was made possible through strong collaboration among SM Supermalls, SM Retail, Jobstreet, PSAC Jobs, PCCI, ECOP, PHILEXPORT, PESO, LGUs, DICT, and other institutional partners committed to supporting employment generation and workforce development.

Career opportunities across retail, customer service, operations, and management were made available during the SM Retail Job Fair.

One-Stop Job Application Experience

SM Job Fairs also integrate government support services to help streamline the hiring process for applicants. Participating agencies—including the Social Security System (SSS), PhilHealth, Pag-IBIG, and other government partners—help applicants process essential employment requirements on-site, making the experience faster, easier, and more accessible.

This collaboration between government, industry, and private sector partners reflects a shared mission of helping more Filipinos move forward through employment and lifelong learning.

The successful turnout at SM City Dasmariñas also builds momentum for the upcoming nationwide Araw ng Kalayaan Job Fairs this June 12 across participating SM malls nationwide.

This year’s Independence Day Job Fairs will go beyond traditional hiring by integrating digital upskilling and future-ready learning opportunities in partnership with DICT, TESDA, Jobstreet, and local government partners. Main event activities will be highlighted at SM City East Ortigas, featuring digital upskilling sessions and participation from Pasig City local government and various institutional partners.

Partnerships between government, industry, and private sector groups help create more accessible employment opportunities for Filipinos.

Applicants can also look forward to learning opportunities focused on AI, digital productivity, cybersecurity awareness, and workplace readiness—supporting not only immediate employment, but long-term career growth in today’s evolving workforce.

Participating malls for the June 12 SM Araw ng Kalayaan Job Fairs include:

1. SM Megamall
2. SM City Marikina
3. SM Center Sangandaan
4. SM City East Ortigas
5. SM City San Lazaro
6. SM Center Las Piñas
7. SM City Sucat
8. SM City Rosales
9. SM City Laoag
10. SM City Tuguegarao
11. SM City Bataan
12. SM City Telabastagan
13. SM City San Jose Del Monte
14. SM City Dasmariñas
15. SM City Legazpi
16. SM City Bacolod
17. SM Seaside City Cebu
18. SM CDO Downtown Premier
19. SM City Davao
20. SM City General Santos

Additional SM Job Fairs and industry-focused hiring events will also continue throughout June in select SM malls nationwide, further strengthening SM Supermalls’ commitment to helping Filipinos access jobs, skills, and new opportunities closer to their communities.

1. June 3 – SM City Tuguegarao​
2. June 7 – SMX Davao – SM Lanang Premier (Tourism & Hospitality)​
3. June 9 – SM City Baliwag​
4. June 9 – SM City Davao (ICT companies)​
5. June 11 – SM City Valenzuela​
6. June 11 – SM City Bacoor​
7. June 11 – SM City San Mateo​
8. June 11 – SM City Iloilo​
9. June 16 – 17 – SM City Novaliches​
10. June 16 – 17 – SM City Iloilo (ICT companies)​
11. June 17 – SM City Calamba​
12. June 18 – SM City Bacolod​
13. June 18 – SM City Daet​
14. June 25 – SM City Trece Martires​
15. June 27 – SM City Bataan (Trabaho at Negosyo)​
16. June 30 – SM Center Muntinlupa

At SM Supermalls, opportunities extend beyond jobs, helping more Filipinos progress through meaningful employment, skills development, and better prospects for the future.

Schedules and participating malls may change without prior notice. For the latest updates and complete list of participating locations, visit the SM Supermalls Job Fair page or follow SM Supermalls’ official social media accounts.