The Sinulog season kicks into high gear as AweSM Cebu 2026 takes over SM City Cebu, SM Seaside, and SM J Mall, bringing curated experiences that grow in intensity, scale, and excitement as the festivities unfold. Designed for families, foodies, creatives, and fans, the three shopping mall celebrations transform everyday shopping sessions into a city-wide gallery of Sinulog.
At SM City Cebu, the energy reaches full, full festival mode, where shopping, spectacle, and star power take center stage. Festival enthusiasts can explore Sinulogtopia with Islands Souvenirs from Jan. 3-28 at the Lower Ground of the Main Mall, while GLOW CITY: The Sinulog Centerpiece at the North Wing Atrium sets the visual tone for the festivities from Jan. 8-21. Watch the electrifying moves of the AweSM Glow Dance Competition on Jan. 17 in the North Wing, and the crowd’s excitement peaked with Coco Martin Live on Jan. 17 at the Lower Ground of Main Mall and the Kapuso Stars Mall Show on Jan. 18 in the Main Mall.
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Meanwhile, SM Seaside City Cebu intensifies cravings for meaningful and authentic Cebuano experiences. The Sto. The Niño exhibition at the Cube Wing Atrium provides the spiritual heart of Sinulog since Jan. 8-28, while shoppers can check out the local flavors at Nakakalokal Goes to SM Seaside starting Jan. 16-18 at the Mountain Wing Atrium, and the crowd-favorite AweSM Lechon Fest from Jan. 12-Wing Wing. Bringing out star-studded power, the Sinulog Kapamilya Caravan enters the SM Seaside concert halls on Jan. 17, while furry parents also get their turn at the AweSM Petstival on Jan. 24 in the Mountain Wing Atrium.
At SM J Mall, the celebration opens on a reflective and creative note. Devoted to Faith: Cebu’s Fashion in Faith The show starts on Jan. 9-31 at The Atrium, Upper Ground, followed Guaranteed Devotion: The Rhythms of Cebu on Jan. 18, and reached a climax Provided by Devotion: Runway Edition on Jan. 31, highlighting the movement, music, and meaning behind Cebu’s surrender. Creative nations can enjoy a hands-on experience with AweSM Mask Painting on Jan. 10 at Kyureto Art Space, Level Two, while buyers get into the season with the AweSM Cebu Sale 2026 starting Jan. 12-18 at participating stores in all SM Ji Mall, SM City Cebu, and SM Seaside.
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The Sinulog spectacle reaches its peak on Jan. 18, as SM City Cebu’s ILLUMINIGHT: Sinulog Drone & Pyro Show takes center stage in front of the North Wing expansion building at 7 pm, and SM Seaside City Cebu’s AweSM Skypark Grand Pyro Display lights up the Cebu sky at 9 pm, celebrating the city built at 9 pm, celebrating the city built at 9 pm. devotion, creativity, and celebration at its greatest.
About the AweSM Cebu Campaign
Launched in 2019, the AweSM Cebu campaign is SM’s signature celebration of Cebuano culture, art, and community, transforming malls into entertainment, local arts, and family-friendly experiences every Sinulog season. Every year, this campaign combines shopping, culture, music, gastronomy, and new shows, positioning SM Supermalls as the ultimate destination for both Cebuanos and tourists looking for focused Sinulog festivities. Over the years, AweSM Cebu has become a city-wide tradition that combines the many colors, rhythms, and flavors of the festival – allowing everyone to experience the spirit of Sinulog under one roof.
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