SM nurtures next generation of entrepreneurs

Young entrepreneurs are making their mark in the SM for MSMEs program—including Ala-Mangga Corner owners Wendell Zulaybar and Anna Marie Malatumbaga, who represent the next generation of business leaders.

Anchored on an inclusive supply chain network, the SM group’s partner-MSMEs (micro, small, medium enterprises) have grown alongside the group.

Home to the largest MSME community, SM is supporting over 100,000 MSMEs to date. Within the hundred thousand MSMEs are next generation entrepreneurs – Gen Zs (ages 13 to 28) and Millennials (ages 29-44).

From providing a marketplace to showcase their products, marketing support to financial access, the SM group continues to enable the growth of these young entrepreneurs.

Launchpad and marketplace for dreamers

Close to 70% SM Supermalls tenants are MSMEs.

Championing the next generation of Filipino business leaders, Mr. Joaquin L. San Agustin, Executive Vice President for Marketing, SM Supermalls shared, “We’ve seen a growing presence of Gen Z and Millennial entrepreneurs across our MSME programs. These young, up-and-coming business owners have been actively joining our fairs and leasing spaces. Many are first-time entrepreneurs, creatives, or former online sellers who now see the value of connecting with customers face-to-face. SM is here to be the launchpad and marketplace of their dreams.”

Aspiring entrepreneurs often discover the possibility of being a tenant through SM Supermalls MSME application portal, ongoing pop-up markets like the Viyline MSME Caravan, Artisan, Souk Fair and the Art Market to name a few.

“Working with these young entrepreneurs is always refreshing. We’ve seen firsthand how their energy and innovation breathe new life into our malls, turning booths into mini experiences and side hustles into real businesses,” Mr. San Agustin added.

Strong advocate for small businesses

Kultura, a retail brand of the SM group, was always a dream platform for Hannah Garcia, founder of Pamanna Jewelry. She was 28 years old when she started her business which began as a passion project – brewed by early exposure to retail and craftsmanship.

Kultura has around 15 to 20 Gen Z and Millennial partner-suppliers who, like Ms. Garcia, had the courage to start on their own.

“We choose our suppliers based on their understanding of the market and if they can develop the products we need. We also assess their willingness to grow with Kultura and if their values align with ours,” shared Sheila Tan, Senior Assistant Vice President for Operations, Kultura.

“Entrepreneurship allowed me to celebrate Filipino craftsmanship in a way that feels both personal and impactful,” Ms. Garcia said. This is what connects her to Kultura, she said, “We both believe in quality, story-driven creations, and empowering local makers.”

According to Ms. Tan, “Gen Z and Millennial entrepreneurs offer creativity and fresh ideas. They are always updated with trends which makes product development easier.”

Stella Miranda, owner and founder of Lily Jewelry, was 25 years old when she chose to grow in the jewelry industry, sharing, “Looking back at my experience starting out eight years ago, I was pretty fearless and clear with the vision I had for Lily – to become an approachable and down-to-earth jewelry brand that produced one-of-a-kind designs. Young entrepreneurs have the capacity to be daring.”

When she was approached by Kultura last year to be part of their event, Filipino Design Studio, she thought, “it was the perfect place to showcase our new designs. I’ve discovered, how through the years, Kultura has kept its core values of supporting local businesses, providing young and innovative entrepreneurs a spotlight, while offering exceptional customer service for both consumers and their partner brands.”

Mrs. Miranda shared that Kultura has been helping their brand in reaching their “target market by providing us with sufficient space in their high-traffic stores and promoting us through their in-store events and social media platforms.”

Financial access to support growth

In 2024, BDO, the banking arm of SM, has seen a growth in young entrepreneurs seeking out multipurpose loans. The BDO Consumer Banking Group shared that Millennials make up about 49% of BDO’s Multipurpose Loan clients while Gen Zs make up 1%.

Included in this number is Mr. Christian Guerrero, founder of Ground-Up, a construction solutions company offering end-to-end design and build services, primarily catering to multinational and local businesses setting up offices in the Philippines. Mr. Guerrero’s interest in the construction industry started during his college years and he has been involved in entrepreneurship since he was 24 years old. Through BDO’s Ready Check facility, a credit line facility under Multipurpose Loan, he has been able to take on larger-scale projects and negotiate from a stronger position with his clients. “Our Ready Check facility has significantly improved our operational flexibility. It has already boosted our confidence in pursuing larger project leads,” Mr. Guerrero further shared.

This aligns with how BDO sees today’s young entrepreneurs sharing how “they have a lot of potential to be tomorrow’s successful economic drivers. By providing them with opportunities to thrive, we are making a valuable investment in the future of the SME industry.”
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Reflecting the sentiment of SM, BDO underscored how “supporting the growth of MSMEs not only fosters innovation and economic development but also ensures a robust and dynamic business landscape for years to come.”