SM PRIDE TAKEOVER: Your Main-Character Moment Starts Here

Taking the spotlight and owning the moment. Performers bring color, confidence, and creativity to life at SM Supermalls' Pride celebration, where every main character shines and every story is celebrated.

This Pride Month, SM Supermalls transforms into a vibrant stage where everyone can shine. From June 22 to 30, your most-loved SM Supermalls invites LGBTQIA+ communities, allies, families, and friends to come together for a week-long celebration of diversity, creativity, and authentic self-expression.

Through #RainbowPrideAtSM, SM continues to champion safe and welcoming spaces where everyone can feel seen, valued, and celebrated. With colorful installations, exciting performances, community activities, and Pride-inspired, maxed-out experiences, everyone is invited to embrace their main-character moment and celebrate exactly who they are.

Strike a pose at Rainbow Pride Photospots

Bring your Pride story to life at vibrant Rainbow Pride Photospots across participating SM malls. Designed to celebrate individuality and self-expression, these colorful installations provide the perfect backdrop for photos, videos, and memorable moments with friends, family, and fellow allies.

Whether you're capturing your best angle or creating content with your community, every photospot is a reminder that your story deserves to be seen and celebrated.

Shine at the Rainbow Drag Show and Pride Parade

Get ready for a spectacular celebration of talent, creativity, and confidence as select SM malls host the Rainbow Drag Show and Pride Parade.

Featuring dazzling drag performers, entertainers, and Pride icons, the festivities bring color, energy, and culture to the heart of the mall. Cheer for your favorite performers, celebrate diverse voices, and join the parade as it marches in support of love, identity, and self-expression.

It's a vibrant community celebration where everyone is encouraged to take center stage and shine.

Run With Pride: SM Active Hub x RunRio Pride Run

Participants begin their Pride Run 2026 journey at SM Lanang as RunRio and SM Active Hub brings together LGBTQIA+ communities, allies, and fitness enthusiasts for a colorful celebration of inclusivity, empowerment, and community. 

The celebration continues as Pride Run champions inclusivity, empowerment, and community through movement.

In partnership with RunRio and SM Active Hub, the Pride Run brings together LGBTQIA+ communities, allies, fitness enthusiasts, and runners across key destinations nationwide. Following the successful Davao Leg at SM Lanang, runners can still join the upcoming Manila Leg at the SM Mall of Asia Complex on June 21 and the Cebu Leg at SM Seaside City Cebu on June 28.

Participants are encouraged to wear colors of the rainbow and express their Pride through fun, creative accessories as they run alongside a community united by acceptance, self-expression, and celebration.

Play With Pride: Pickleball Rally

The celebration continues on the court with the Play With Pride: Pickleball Rally.

Hosted at participating SM malls with pickleball facilities, the event brings together LGBTQIA+ communities and allies for a day of friendly competition, connection, and fun. Rainbow-themed court elements and colorful attire add to the festive atmosphere, creating an inclusive space where everyone can play, compete, and celebrate together.

Pride Stories Take Center Stage at SM Cinema

Pride takes center stage at SM Cinema this June with a special lineup of films that celebrate love, identity, self-expression, and community, including Open Endings, All The Things I Leave You, 10s Across the Borders, and Drags to Riches. 

Celebrate every identity through stories that inspire, move, and empower.

This June, SM Cinema presents a curated lineup of Pride-themed films that explore love, self-discovery, resilience, and community.

All The Things I Leave You (June 17)

Directed by award-winning Filipino filmmaker Jade Castro, this mini-series explores themes of romance, intimacy, and human connection across social classes.

10s Across the Borders (June 17)

Directed by Chan Sze-Wei, this documentary offers a glimpse into the vibrant underground ballroom scenes of Thailand, Malaysia, and the Philippines, highlighting culture, artistry, and self-expression.

Drags to Riches (June 24)

This comedy-drama directed by Victor Villanueva and starring Inigo Pascual, Christian Bables, and Elijah Canlas follows the hilarious and heartwarming journey of a drag queen who unexpectedly discovers they are the heir to a billionaire fortune.

Celebrate Pride at SM

More than a celebration, #RainbowPrideAtSM is a reminder that everyone deserves a space where they can express themselves freely, build meaningful connections, and feel a sense of belonging.

This June, discover colorful experiences, celebrate diverse communities, and create unforgettable main-character moments at your most-loved SM Supermalls.

For updates and schedules of Pride Month activities, visit SM Supermalls' official social media pages and join the celebration through #RainbowPrideAtSM.

About SM Supermalls

SM Supermalls is evolving—shaping how people live, connect, and experience life today. More than a place to shop, it is the country’s most loved mall and an everyday destination designed around the lifestyles, passions, and needs of Filipino communities, delivering new finds, fresh concepts, and meaningful experiences, All For You.

As one of Southeast Asia’s largest mall developers and operators, with 90 malls in the Philippines and 9 in China, SM Supermalls continues to evolve its spaces, experiences, and partnerships, building destinations that grow with communities and remain trusted, relevant, and loved for generations. Your Most Loved Supermall, SM — All For You.