As Sinulog season unfolds, AweSM Cebu 2026 takes celebration to exhilarating new heights, turning SM City Cebu, SM Seaside City Cebu, and SM J Mall into interconnected stages of devotion, creativity, and festivity. Carefully designed to build momentum as Sinulog week approaches, the campaign layers experiences that grow in scale, emotion, and excitement, bringing the heart of the festival closer to the people.
Created for families, food lovers, creatives, pet parents, and festival fans alike, AweSM Cebu 2026 elevates everyday mall moments into a city-wide Sinulog gala, where faith meets flair, culture meets community, and celebration reaches its fullest expression.
Launched in 2019, AweSM Cebu is SM Supermalls’ signature celebration of Cebuano culture, creativity, and community. Held every Sinulog season, the campaign transforms SM malls into dynamic venues for culture, music, gastronomy, fashion, and family-friendly experiences. Through the years, AweSM Cebu has grown into a city-wide tradition, bringing the many colors, rhythms, and stories of Sinulog together, and allowing everyone to experience the festival spirit under one roof.
SM City Cebu: Where Sinulog Energy Peaks
At SM City Cebu, the celebration surges into full festival mode. Here, shopping, immersive installations, dance, and star power collide, creating an atmosphere that mirrors the pulse of Sinulog at its liveliest.
Highlights and Schedule:
• Sinulogtopia with Islands Souvenirs
- January 3–28
Lower Ground, Main Mall
A festive retail space inspired by Sinulog colors, patterns, and pride.
• GLOW CITY: Sinulog Centerpiece
January 8–21
North Wing Atrium
A visually striking installation that sets the tone for the season.
• AweSM Glow Dance Competition
January 17
North Wing
High-energy performances spotlighting Cebuano talent and rhythm.
• Coco Martin Live Mall Show
January 17
Lower Ground, Main Mall
A crowd-drawing moment with one of Philippine television’s biggest stars.
• Kapuso Stars Mall Show
January 18
Main Mall
Bringing fan-favorite Kapuso personalities closer to Sinulog revelers.
Grand Spectacle:
• ILLUMINIGHT: Sinulog Drone & Pyro Show
January 18, 7:00 PM
Fronting the North Wing Expansion Building
A dazzling fusion of lights, technology, and fireworks marking Sinulog’s peak.
SM Seaside City Cebu: Faith, Flavor, and Festive Grandeur
Serving as the cultural and emotional anchor of AweSM Cebu 2026, SM Seaside City Cebu brings together devotion, Cebuano flavors, and large-scale celebrations—reflecting the deeper soul of Sinulog.
Highlights and Schedule:
• Sto. Niño Exhibit
January 8–28
Cube Wing Atrium
A reverent space honoring faith, tradition, and devotion.
• AweSM Lechon Fest
January 12–18
Seaview Wing Atrium
A showcase of Cebu’s most iconic culinary pride.
• Nakakalokal Goes to SM Seaside
January 16–18
Mountain Wing Atrium
Featuring proudly Cebuano and homegrown brands.
• Sinulog Kapamilya Caravan
January 17
Concert Grounds
A star-powered celebration with beloved Kapamilya personalities.
• AweSM Petstival
January 24
Mountain Wing Atrium
Giving fur parents and pets their own Sinulog moment.
Grand Spectacle:
• AweSM Skypark Grand Pyro Display
January 18, 9:00 PM
Skypark
A breathtaking fireworks display illuminating the Cebu skyline.
SM J Mall: Devotion Interpreted Through Art and Fashion
At SM J Mall, the Sinulog celebration unfolds in a more reflective and artistic rhythm, spotlighting how faith inspires creativity, movement, and design.
Highlights and Schedule:
• Vested in Devotion: Cebu’s Fashion in Faith
January 9–31
The Atrium, Upper Ground
An exhibit showcasing faith-inspired Cebuano fashion.
• Vested in Devotion: Rhythms of Cebu
January 18
The Atrium
Exploring music and movement rooted in devotion.
• Vested in Devotion: Runway Edition
January 31
The Atrium
A culminating fashion showcase blending tradition and modern design.
• AweSM Mask Painting
January 10
Kyureto Art Space, Second Level
A hands-on creative experience inspired by Sinulog imagery.
AweSM Cebu Sale 2026
Shoppers can enjoy festive deals and Sinulog-season finds through the AweSM Cebu Sale 2026:
• January 12–18
Participating stores at SM City Cebu, SM Seaside City Cebu, and SM J Mall
A City-Wide Sinulog Finale
On January 18, AweSM Cebu 2026 culminates in a synchronized celebration across the city, where drone displays, fireworks, music, and crowd energy converge. From SM City Cebu’s sky-lit spectacle to SM Seaside’s grand pyro display, the finale delivers a powerful reminder of what Sinulog stands for: faith, unity, creativity, and joy, celebrated at maximum scale.
