The Philippines' expanding mall experience

MALLS are undeniably a deeply embedded part of the Philippine social and cultural fabric. What's supposed to be a place to shop has been transformed by Filipinos into a place of leisure, entertainment, and bonding. Aside from the usual branded stores, malls in the country can contain meeting halls, churches, and even government satellite offices, making the properties truly complete institutions by themselves.

- By Jomarc Angelo M. Corpuz Special Features and Content Writer

Despite the dominance of e-commerce and the digital economy, Filipinos are still in love with the mall. According to the Philippine Retailers Association (PRA), the growth of the country's retail industry is expected to reach up to 15% in revenue this year to around P5.4 trillion, driven by healthy remittances and a growing population.

"They say that people won't come to malls anymore [because of Al], but Filipinos as a whole are still very social creatures. We're all social citizens, and we go to malls to truly interact with one another. Although some purchases may shift online, we believe malls will continue to be places where people will still congregate," PRA President Alice T. Liu was quoted as saying in a Business-World report.

This powerful counter-narrative of malls as a societal place, rather than their often-considered consumer-driven nature, has allowed the retail scene to develop a batch of community-driven establishments in the midst of Metro Manila's urban ecosystem. This new breed places its focus on experiences and interactions compared to profit and transactions in usual malls.

"Today's mall-goers gravitate toward spaces that feel purposeful, interactive, and emotionally engaging. They're no longer just looking for places to shop - they're looking for places that add value to their day. Dining continues to be a major draw, but it’s the concepts with strong identity, thoughtful design, and a sense of discovery that resonate most. People want to 'feel' the brand the moment they step in," Rockwell Land Vice-President for Retail Development Tin Coqueiro said in an email interview with BusinessWorld.

Colliers, an international real estate services firm, also notes that community-driven malls have the potential to redefine urban spaces in the Philippines by prioritizing community, creativity, and authentic experiences.