Thousands come together at the flagship site SM By the BAY to lead the nationwide International Coastal Cleanup 2025, clearing the shores of Manila Bay and inspiring collective responsibility for a waste-free future.

Over 48,800 volunteers from across the Philippines gathered simultaneously at 28 SM malls nationwide to mark the International Coastal Cleanup (ICC) 2025, the world’s largest volunteer effort for ocean health collecting over 200,000 kilograms of trash. 

Leading the nationwide movement, SM By the Bay served as the flagship site, bringing together thousands of volunteers to clear Manila Bay’s shoreline of marine debris. Across Luzon, Visayas, and Mindanao, SM malls became community hubs where over 500 groups—spanning private organizations, government agencies, NGOs, schools, civil society, and local communities—united to protect the country’s waterways. 

This year’s ICC coincides with SM Supermalls’ 40th anniversary, underscoring the company’s long-term commitment to sustainability and community collaboration through its #SMWasteFreeFuture campaign. The cleanup also forms a major part of the SM Green Movement, which integrates environmental, social, and community initiatives into SM’s programs. 

SM City Olongapo Central employee-volunteers join hands for International Coastal Cleanup 2025, championing environmental stewardship.
In Cagayan Valley, community volunteers gather at SM City Tuguegarao for the International Coastal Cleanup 2025, contributing to the global movement to safeguard waterways and reduce plastic waste.
Bicolanos come together at SM City Daet to join the International Coastal Cleanup 2025, showcasing how small acts of service across communities can create a big impact for the environment.
At SM City Lucena, participants young and old take part in the International Coastal Cleanup 2025, proving that local action is a powerful force for global change.

“Through our Waste-Free Future vision, we commit to empowering communities and championing responsible waste management, recycling, and circular practices, making them a part of everyday life, through simple, everyday actions,” said Steven T. Tan, President of SM Supermalls.

“To every volunteer, you embody the true spirit of bayanihan: lifting not just waste from our shores, but lifting each other toward a higher standard of care for our common home,” he added.

This year, more than 200,000 kilograms of trash were collected. And beyond numbers, the human stories—families, youth, employees, and community members taking part—show how collective action can create lasting change. 

In the Visayas, SM City Bacolod serves as a hub for volunteers during the International Coastal Cleanup 2025, uniting different sectors of the community toward a shared mission of sustainability.
Nature advocates and community members in Palawan gather at SM City Puerto Princesa for the International Coastal Cleanup 2025, reflecting the province’s pride as a steward of marine biodiversity.

Partner organizations also underscored the value of collaboration. “Working with SM Cares amplifies the impact of ICC by providing venues, mobilizing volunteers, and connecting diverse groups for one shared mission: protecting marine biodiversity,” said Marilou G. Erni, Chief of Staff and Supervising Undersecretary for Strategic Communications of the Department of Environment and Natural Resources.

“Joining the cleanup made me realize that every small action counts. Seeing thousands of people—students, families, co-workers—all working together for the same cause gave me hope that we can build a cleaner, healthier future for the next generation,” said Marife Rapa, a volunteer participant from WSAudiology Philippines Corp. 

SM Cares has been a consistent partner of ICC for years, with each edition seeing growing scale and influence. This year, as ICC marks its 40th anniversary, SM continues to be recognized as its largest private sector partner in the Philippines—demonstrating how private-public partnerships can accelerate progress toward a more sustainable future. 

Through efforts like coastal cleanups, SM Supermalls continues to strengthen its role as a community builder—creating malls that are more than destinations for leisure and shopping, but hubs where citizens can come together to shape a waste-free, sustainable tomorrow.

Volunteers in Northern Mindanao gather at SM CDO Downtown and SM City Cagayan de Oro to join the International Coastal Cleanup 2025, showing their strong commitment to protecting local waterways and marine life.
At SM City Mindpro in Zamboanga, International Coastal Cleanup 2025 participants work hand in hand, highlighting the power of community in protecting the environment.

About SM Green Movement 

SM Prime Holdings, Inc. (SM Prime) is one of the largest integrated property developers in Southeast Asia, committed to creating sustainable, innovative, and inclusive spaces for Filipinos. Guided by its vision of building a better future, SM Prime develops malls, residences, offices, hotels, and leisure properties that support the growth of communities across the Philippines.  

Through the SM Green Movement, SM Prime champions sustainability by focusing on waste management, water stewardship, and energy efficiency for lasting impact. The movement empowers individuals, families, and communities to take part in simple acts that create shared prosperity for generations to come. 

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls—one of Southeast Asia’s largest mall developers—continuously evolving to lead the way in sustainable development by integrating green design, energy efficiency, disaster resilience, and environmental stewardship into its 88 malls in the Philippines, all while creating inclusive spaces that enrich communities, support climate action, and ensure a better, more sustainable future for generations of Filipino shoppers.

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