A Christmas tree lighting event marked the start of the holiday celebrations across 87 SM malls. Photo source: Sarah Herrera, ABS-CBN News 

The holiday season officially kicked off at SM Supermalls with a grand event held last October 16 at SM North EDSA. At the heart of the celebration stood a stunning 60-foot Christmas tree, serving as the centerpiece of this year's festivities.

QC 1st District Rep. Arjo Atayde and SM executives, led by SM Supermalls President Steven Tan, officially opened the Christmas celebration at SM Supermalls with a tree-lighting ceremony. Photo source: Sarah Herrera, ABS-CBN News 

The highlight of the night came when Quezon City 1st District Rep. Arjo Atayde, along with SM executives led by SM Supermalls President Steven Tan, lit up the towering tree, adorned with sparkling ornaments. This moment marked both the official start of the festivities and the grand opening of SM North EDSA'swhimsical wonderland, Elfdale.

A festive atmosphere filled the air as content creators, SM employees, NGOs, local government units, and media gathered for the Elfdale kickoff party.

Santa Claus also made an appearance, delighting children with photo ops, while cosplayers dressed as fairies and elves brought the enchanting theme to life.

As Elfdale opened, SM North EDSA transformed into a magical landscape, complete with lush surroundings and digital waterfalls. Visitors were greeted by enchanting holiday characters, including a wizard Santa, majestic deer, and pine elves.

Jonjon San Agustin, EVP for Marketing of SM Supermalls, poses with Santa Claus and fairies during the Christmas tree lighting at SM Supermalls. Photo source: Sarah Herrera, ABS-CBN News 

"We are here in SM North EDSA today to launch our Elfdale concept, particularly for Christmas, where we bring back Santa and his elves to create a magical experience for everyone," said Jonjon San Agustin, EVP for Marketing of SM Supermalls.

Photo source: Sarah Herrera, ABS-CBN News 

Photo source: Sarah Herrera, ABS-CBN News

"There is going to be a lot of interactive things here. There are a lot of photo opportunities here at the Christmas tree, we have LED installations, very Instagrammable, something that the family will enjoy," San Augustin added.

Photo source: Sarah Herrera, ABS-CBN News

Photo source: Sarah Herrera, ABS-CBN News 

After kicking off the Christmas celebrations, the crowd was delighted by performances from P-pop groups VXON and G22, who sang Christmas songs.

Photo source: Sarah Herrera, ABS-CBN News

The spirit of Christmas truly came alive when Christmas icon Jose Mari Chan surprised the crowd with a mini-concert. He sang the classic "Christmas in Our Hearts" alongside VXON and G22, as well as his hits "Beautiful Girl" and "Be Careful With My Heart." Chan also performed SM Supermall's Christmas theme song, "Celebrate Christmas at SM Malls," which he composed.

Photo source: Sarah Herrera, ABS-CBN News 

Photo source: Sarah Herrera, ABS-CBN News 

For SM Supermalls, Christmas is the highlight of the year. Steven Tan, President of SM Supermalls, emphasized the importance of giving back: "Each day until December 25, one of our 87 malls will surprise customers and their communities with something they need or want. This season is about providing the best we have and creating joyful moments for you and your family. We invite everyone to be a Santa to someone in need by giving generously this Christmas."

Photo source: Sarah Herrera, ABS-CBN News 

Christmas celebrations will soon begin in more SM malls across the country. "I would like to invite everyone to visit any of the 87 malls nationwide, where we will be lighting our Christmas trees throughout the month. There will be many surprises, including giant trees, food bazaars, choirs, and fireworks," San Agustin concluded.

Photo source: Sarah Herrera, ABS-CBN News

Experience the interactive Christmas displays at SM Supermalls from October 16 until January 5, 2025. For more details, visit www.smsupermalls.com.