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Manila Bulletin devider Property and Living devider SMDC strengthens Hong Kong presence with new office, unveils refreshed brand strategy

SMDC strengthens Hong Kong presence with new office, unveils refreshed brand strategy

By MBrand
Published Sep 19, 2025 11:12 am
SM Development Corporation (SMDC) has strengthened its presence in Hong Kong with the opening of its new office at Worldwide House. The move underscores SMDC’s long-standing commitment to the overseas Filipino community and signals a bold new chapter in the company’s journey, as it refreshes its brand and expands its reach to a broader market.
SMDC has been serving the Hong Kong market for over a decade, supporting Filipinos and investors in bringing their real estate aspirations to life. The new office, unveiled alongside SMDC’s brand refresh, reflects a renewed focus on accessibility, segmentation, and creating communities that go beyond borders.
SMDC Executives and partners showing full support and commitment to Overseas Filipino Workers in Hong Kong.
SMDC Executives and partners showing full support and commitment to Overseas Filipino Workers in Hong Kong.
Sharper focus through segmentation
Central to this evolution is the launch of SMDC’s three distinct segments, designed to meet the needs of a bigger, more diverse market:
SMDC Heights – high-rise residences in prime city centers, designed for ambition, progress, and urban living
SMDC Nature – mid-rise projects in provincial and suburban locations, bringing eco-living, fresh air, and open spaces within reach
SMDC Symphony Homes – house-and-lot communities that provide long-term value and space for families to grow.
“With this new office, we are reaffirming our commitment to our Hong Kong clients who have trusted SMDC for years,” said Grace Sta. Ana, executive vice president of SMDC. “At the same time, our brand refresh with SMDC Heights, SMDC Nature, and SMDC Symphony Homes gives us a sharper, more focused way to serve both the overseas Filipino community and international investors.”
More than a sales hub, the SMDC Hong Kong Office is a bridge connecting Filipinos abroad to their families back home.
More than a sales hub, the SMDC Hong Kong Office is a bridge connecting Filipinos abroad to their families back home.
SMDC Nature’s mid-rise residences frames everyday life in garden paths, green lanes and outdoor fitness nooks that let you breathe, move, and enjoy wide-open space.
SMDC Nature’s mid-rise residences frames everyday life in garden paths, green lanes and outdoor fitness nooks that let you breathe, move, and enjoy wide-open space.
SMDC Heights’ Air Residences embodies convenient high-rise living in prime city centers.
SMDC Heights’ Air Residences embodies convenient high-rise living in prime city centers.
SMDC Nature’s mid-rise residences frames everyday life in garden paths, green lanes and outdoor fitness nooks that let you breathe, move, and enjoy wide-open space.
SMDC Nature’s mid-rise residences frames everyday life in garden paths, green lanes and outdoor fitness nooks that let you breathe, move, and enjoy wide-open space.
A bridge for Filipinos, a gateway for investors
The Hong Kong office is envisioned as more than a sales hub. It is a bridge connecting Filipinos abroad to their families back home, while also serving as a gateway for foreign investors to explore the Philippines as a vibrant and growing real estate market.
By championing what it calls “The 15-minute Filipino home,” SMDC ensures its communities are built within reach of work, schools, malls, healthcare, and leisure—saving time and enriching daily life. For overseas Filipinos, this means securing homes that keep families closer to opportunities. For investors, it translates to developments with strong rental potential, sustained demand, and long-term value.
A track record of scale and trust
As part of the SM Group, one of Southeast Asia’s largest conglomerates, SMDC leverages scale, reliability, and accessibility in every project. Its portfolio spans high-rise towers, mid-rise communities, and master-planned developments across the Philippines’ most dynamic regions.
“Hong Kong has been a vital part of our growth story for the past decade,” Sta. Ana added. “This stronger presence is about deepening our relationships here, while inviting investors to see how SMDC—The Good Guys—are building futures without borders.”

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