SM supports Philippine Coffee Communities Through Biyaya Festival
SM for MSMEs opens more opportunities for coffee farmers
PASIG CITY, Philippines — SM Supermalls believes great Philippine coffee begins with the people who grow it.
Behind every cup is the story of farmers who patiently cultivate every bean, artisans who preserve generations of craftsmanship, and entrepreneurs who transform passion into Filipino products. These stories continue to take center stage at the Biyaya Sustainable Living Festival, where coffee farmers, local roasters, artisans, and entrepreneurs come together to celebrate Philippine coffee, culture, craftsmanship, and sustainability.
As part of the SM Coffee N ‘ Chill Campaign, SM for MSMEs will welcome local coffee farmers, roasters, and coffee entrepreneurs to 16 participating SM Supermalls from July 24 to 26 through complimentary booth spaces, bringing Philippine coffee closer to more communities.
These coffee producers first shared their stories at the Biyaya Sustainable Living Festival, and we’re proud to continue that journey by bringing their products–and the story behind every cup–to more communities.
Organized by the Coffee Heritage Project, in collaboration with SM for MSMEs, Manila Coffee Festival, Coffee Expo Manila, and other partners, the festival brings together over 300 local brands and 150 exhibitors, inviting visitors to discover the people behind every product through coffee experiences, artisan demonstrations, workshops, cultural performances, and interactive exhibits.
One of the festival’s highlights is “Meet the Makers,” where visitors engage directly with coffee farmers and local entrepreneurs, learning the stories behind every cup and every handcrafted creation. Every purchase supports local livelihoods, preserves Filipino heritage, and helps small businesses grow.
Welcoming guests during the festival’s opening, Royston Cabunag, Assistant Vice President and Head of SM Communities at SM Supermalls, emphasized the company’s commitment to creating meaningful opportunities for Filipino entrepreneurs. “At SM Supermalls, we believe our role goes beyond providing places where people shop. Through our SM for MSMEs program, we create platforms where MSMEs can be discovered, local brands can flourish, and communities can thrive,” Cabunag said.
The journey doesn’t end with Biyaya. Through SM for MSMEs, the participating coffee farmers and coffee entrepreneurs will continue sharing their products in select SM Supermalls helping more Filipinos discover and support locally grown coffee.
To help participating coffee farmers and coffee purveyors sustain the momentum beyond Biyaya, SM Supermalls will offer complimentary SM for MSMEs booth spaces in select malls during the July 24–26 weekend. This initiative enables them to introduce Philippine coffee to new communities, build lasting customer relationships, and expand their businesses beyond the three-day festival. Participating malls include SM City Baguio, SM City La Union, SM City Laoag, SM City Clark, SM City Marilao, SM City Fairview, SM City Marikina, SM Megamall, SM Aura, SM City Bicutan, SM City San Lazaro, SM City Dasmariñas, SM City Cebu, SM City Iloilo, SM City Davao, and SM CDO Downtown.
More than a celebration of coffee, Biyaya demonstrates how partnerships can create lasting opportunities for Filipino entrepreneurs. By extending market access beyond the festival, SM for MSMEs reinforces its commitment to helping coffee farmers, artisans, and local businesses thrive—strengthening communities while championing Filipino products.
The Biyaya Sustainable Living Festival runs until July 19 at SM Megamall, inviting everyone to meet the makers, discover Philippine coffee, and support the communities behind every cup. Because every cup tells a story—and every opportunity helps that story grow.
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About SM Supermalls – MSMEs
SM Supermalls—one of Southeast Asia’s largest mall developers and operators with 89 malls nationwide—continues to maximize the MSME experience by creating opportunities that are relevant, inclusive, and built around what Filipino entrepreneurs need most. As the country’s most preferred and loved retail destination, SM champions entrepreneurship by supporting MSMEs across different stages and sectors—serving distinct business tribes through market access, visibility, mentorship, and platforms for sustainable growth. By connecting communities, showcasing homegrown talent, and enabling innovation, SM helps MSMEs grow in ways that are personal, purposeful, and impactful. To be part of this journey, visit msme.smsupermalls.com or email [email protected].
