SINULOG season kicks into high gear as AweSM Cebu 2026 takes over SM City Cebu, SM Seaside, and SM J Mall, delivering curated experiences that grow in energy, scale, and excitement as the festivities unfold.
At SM City Cebu, the energy reaches full, maxed-out festival mode where shopping, spectacle, and star power take center stage. Festival enthusiasts can explore Sinulogtopia with Islands Souvenirs from Jan. 3 to 28 at the Lower Ground of the Main Mall, while the immersive “Glow City: Sinulog Centerpiece” at the North Wing Atrium sets the visual tone of the festivities from Jan. 8 to 21.
Catch the electric moves of the AweSM Glow Dance Competition at the North Wing, and crowd excitement peaks with Coco Martin Live at the Lower Ground of the Main Mall on Jan. 17 and the Kapuso Stars Mall Show at the Main Mall on Jan. 18.
Meanwhile, SM Seaside City Cebu anchors anticipation through meaningful and distinctly Cebuano experiences. The Sto. Niño Exhibit at the Cube Wing Atrium provides the spiritual heart of Sinulog from Jan. 8 to 28, while shoppers can check-out the homegrown flavors at Nakakalokal Goes to SM Seaside at the Mountain Wing Atrium from Jan. 16 to 18, and the crowd-favorite AweSM Lechon Fest at the Seaview Wing Atrium from Jan. 12 to 18.
Maxing out the star-studded energy, the Sinulog Kapamilya Caravan rolls into SM Seaside’s concert grounds on Jan. 17, while fur parents also get their moment at AweSM Petstival on Jan. 24 at the Mountain Wing Atrium.
At SM J Mall, the celebration opens on a reflective and artistic note. Vested in “Devotion: Cebu’s Fashion in Faith” exhibit runs at The Atrium, Upper Ground from Jan. 9 to 31 followed by Vested Devotion: Rhythms of Cebu on Jan. 18, and culminating in “Vested in Devotion: Runway Edition” on Jan. 31, highlighting the movement, music, and meaning behind Cebu’s devotion.
Creative tribes can enjoy hands-on experiences through AweSM Mask Painting at Kyureto Art Space, Second Level, on Jan. 10 while shoppers ease into the season with the AweSM Cebu Sale 2026 at participating stores across SM J Mall, SM City Cebu, and SM Seaside from Jan. 12 to 18.
The Sinulog spectacle reaches its ultimate high on Jan. 18, as SM City Cebu’s “Illuminight: Sinulog Drone and Pyro Show” takes centerstage fronting the North Wing expansion building at 7 p.m., and SM Seaside City Cebu’s AweSM Skypark Grand Pyro Display lights up the Cebu skyline at 9 p.m., delivering a breathtaking, city-wide finale built on maximum experiences that celebrate devotion, creativity, and festivity at its grandest.
Launched in 2019, the AweSM Cebu campaign is SM’s signature celebration of Cebuano culture, creativity, and community, transforming malls into vibrant hubs of entertainment, local artistry, and family-friendly experiences every Sinulog season. Each year, the campaign combines shopping, culture, music, gastronomy, and innovative showcases, positioning SM Supermalls as the ultimate destination for both Cebuanos and visitors seeking immersive Sinulog festivities. Over the years, AweSM Cebu has become a city-wide tradition that brings the many colors, rhythms, and flavors of the festival together, allowing everyone to experience the spirit of Sinulog under one roof.
