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Manila Bulletin devider Business devider The Stock Market devider SM Prime opens 89th mall in surfing capital La Union

SM Prime opens 89th mall in surfing capital La Union

Published Oct 15, 2025 11:15 am
SM Prime Holdings Inc. (SM Prime), one of Southeast Asia’s largest integrated property developers, is opening SM City La Union, its 89th mall in the Philippines, on Friday, Oct. 17, 2025.
“This is our ninth mall in Northern Luzon, and we designed it to serve as a landmark for both residents and tourists,” said SM Prime President Jeffrey Lim.
He added that, “As the surfing capital of the region, La Union deserves a retail center that reflects its vibrant lifestyle and rich culture.”
Located along Diversion Road, Barangay Biday in San Fernando City, SM City La Union spans more than 51,000 square meters (sqm) of leasable area, over 80 percent of which has already been taken up.
A highlight of SM City La Union is Sandbox, a 1,348-sqm outdoor venue designed for sports tournaments, mini-concerts, yoga, Zumba, and other community activities.
Alongside it runs a bike lane parallel to a man-made sandbar, giving cyclists a unique way to enjoy the area’s open-air setting.
SM City La Union will be anchored by major tenants such as SM Store, SM Markets, Ace Hardware, Toy Kingdom, Levi’s, Watsons, Surplus, Pet Express, Adidas, Miniso, Sports Central, SM Appliance Center, Puma, UNIQLO, National Bookstore, and BDO.
For dining and leisure, SM City La Union will feature an SM Foodhall offering Ilocano, Filipino, and international dishes, while SM Cinema will showcase the first Director’s Club in the province.
“With our diverse and unique offerings, we hope to strengthen La Union’s position as both a tourism and economic hub in Northern Luzon,” said Lim.
In 2024, La Union’s tourism industry generated over ₱1 billion in revenues, driven by an increase in spending per visitor. The average length of stay also slightly increased year-on-year from 1.33 days to 1.39 days.
With more than 500,000 tourist arrivals last year, San Fernando City as well as the municipalities of San Juan and Bauang ranked as the top three destinations in the province.

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SM Prime Holdings Inc. Jeffrey C. Lim
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