SM Prime Holdings Inc., one of Southeast Asia’s largest integrated property developers, is set to significantly boost the retail and leisure landscape of Northern Luzon with the grand opening of SM City La Union on October 17. This new development marks the company’s 89th mall in the Philippines and its ninth in the Northern Luzon region.
Located along Diversion Road in Barangay Biday, San Fernando City, the new mall spans more than 51,000 square meters of gross leasable area, with over 80% already secured by tenants.
SM Prime President Jeffrey Lim highlighted the strategic importance of the new mall. “This is our ninth mall in Northern Luzon, and we designed it to serve as a landmark for both residents and tourists,” said Lim. “As the surfing capital of the region, La Union deserves a retail center that reflects its vibrant lifestyle and rich culture. ”
SM City La Union is positioned to capitalize on the province’s burgeoning economy and tourism sector. In 2024 alone, La Union’s tourism industry generated over P1 billion in revenues, with more than 500,000 tourist arrivals.
The mall introduces unique features designed to engage the active, community-focused lifestyle of La Union:
The Sandbox: A 1,348-square-meter outdoor venue specifically designed for community activities such as sports tournaments, mini-concerts, yoga, and Zumba classes.
Active Recreation: A designated bike lane runs parallel to a manmade sandbar, offering cyclists an exclusive open-air setting.
SM City La Union will feature a comprehensive mix of anchor tenants, including SM Store, SM Markets, Ace Hardware, Toy Kingdom, Levi’s, Watsons, and Surplus. Other key retailers include Adidas, Puma, UNIQLO, National Bookstore, and BDO.
For dining and entertainment, the mall will house an SM Foodhall featuring a blend of Ilocano, Filipino, and international cuisine. Furthermore, the SM Cinema complex will introduce the first Director’s Club in the province, offering a premium movie-going experience.
Lim concluded that the new mall is more than just a retail center. “With our diverse and unique offerings, we hope to strengthen La Union’s position as both a tourism and economic hub in Northern Luzon.”
The opening of SM City La Union is expected to create new employment opportunities and further contribute to the economic momentum of the province, which has seen growth in visitor spending and an increase in the average length of stay for tourists.
