SM Prime Holdings Inc. is adding to La Union’s surf and sunset charm with the opening of SM City La Union on Friday, October 17—a new lifestyle and shopping destination in the heart of one of Northern Luzon’s top tourism draws.
The company’s 89th mall in the Philippines and ninth in Northern Luzon, SM City La Union rises along Diversion Road in Barangay Biday, San Fernando City. It offers over 51,000 square meters of leasable space—more than 80 percent of which has already been leased.
“As the surfing capital of the North, La Union deserves a retail destination that captures its vibrant lifestyle and energy,” said SM Prime President Jeffrey Lim. “This mall isn’t just for shopping—it’s a community anchor and a tourism complement.”
La Union welcomed over 500,000 tourists last year, generating more than P1 billion in tourism revenue, with San Fernando, San Juan, and Bauang topping the list of visitor hotspots. The average stay also ticked up slightly—from 1.33 to 1.39 days—showing signs of sustained growth.
SM City La Union features the Sandbox, a 1,348-square meter open-air space for community events, fitness activities, and mini-concerts, complete with a bike lane beside a manmade sandbar.
Anchored by retail names like SM Store, UNIQLO, Watsons, and SM Markets, the mall also boasts a Foodhall serving Ilocano, Filipino, and international fare — and La Union’s first Director’s Club cinema.
“With tourism on the rise, we’re offering more reasons for people to stay, shop, and savor La Union,” said Lim.
-0-
